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Blog Advertising
The state of creative effectiveness today: Research, trends and insights
October 12, 2026
Understanding creative effectiveness requires more than looking at a single campaign or a single year's trends. It means looking at how consumers respond to advertising over time. Zappi has been ...
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Blog
Writing effective research briefs: A step-by-step guide for insights professionals
May 14, 2025
In the ever-evolving world of consumer insights, clarity and direction are crucial for successful research. “As a general rule, a market research study is only as good as the brief.” [[— B2B ...
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Blog Innovation
Gut feelings: What consumers really want from yogurt today
May 13, 2025
Once seen as a bit of a boring breakfast option, yogurt is now a category with a lot going on. Go to any yogurt section of your local grocery store and you’ll see what we mean. There are, of course, ...
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Blog Advertising
AI ethics: The advertiser’s guide to using AI
May 9, 2025
In 2025, 78% of people surveyed say their organizations use AI in at least one business function. Currently, the AI market reached $244 billion. Experts predict it will grow beyond $800 million by ...
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Blog Advertising
Full-funnel, full flavor: How CPG & QSR campaigns stay cutting-edge
May 9, 2025
The biggest brands aren’t guessing anymore. They’re constantly learning and turning those insights into a competitive edge. From AI-powered everything, including image generation and real-time ...
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Blog
The untold playbook: How sentiment analysis is quietly redefining FMCG, QSR and telco strategy
May 8, 2025
Last week, we discussed how consumer sentiment analysis is a secret weapon for brands in consumer packaged goods, quick service restaurants and telecommunications. Furthering that topic, we are now ...
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Blog Advertising
AdMiration feature: Goodyear's "STILL"
May 8, 2025
For this week’s AdMiration feature, we looked at consumer response to Goodyear’s “STILL” ad, which celebrates the role of Goodyear tires in American culture through the years. Read on to get our ...
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Blog Advertising
Why you can’t afford to skip digital ad copy testing
May 2, 2025
The digital world moves fast, and there’s no shortage of metrics available to judge the performance of your digital ads. It can be tempting to think it’s not important to copy test your digital ads — ...
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Blog Advertising
AdMiration feature: Starbucks’ “New Starbucks Iced Energy”
May 1, 2025
For this week’s AdMiration feature, we looked at consumer response to Starbucks’ “New Starbucks Iced Energy” ad, which brings back a revamped rendition of their popular Doubleshot ad from 20 years ...
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Blog Insights
Reading customers’ minds, the data-driven way
April 29, 2025
Understanding what drives customers to make purchasing decisions has never been more important, or more possible. Thanks to digital transformation, businesses now have access to more behavioral data ...
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