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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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AdMiration feature: Chewy’s “Changes”
Blog AdMiration
AdMiration feature: Chewy’s “Changes”
September 10, 2026
For this week’s AdMiration feature, we looked at consumer response to Chewy's “Changes” ad — a spot built around the life transitions that turn a household’s routine upside down and how their pets ...
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Blog Brand
How to design a brand tracking study
September 9, 2026
Brand tracking is only useful when teams can trust what the data is telling them. But who you survey, which competitors you include, how you word questions and how often you collect data can all ...
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state of connected insights 2026
Blog
The state of connected insights in 2026
September 9, 2026
Consumer insights have always been important, but having more data and technology doesn't automatically mean having better consumer understanding. In our third annual Connected Insights Imperative ...
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Blog Innovation
How to win with protein now that it’s a mainstream CPG trend
September 8, 2026
Protein is everywhere across food and drink categories right now — bread, pasta, snack cheese, even coffee. Mintel data shows food and beverage launches carrying a high-protein claim quadrupled ...
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Jif's JIF JIF JIF JIF AdMiration
Blog Advertising
AdMiration feature: Jif’s “JIF JIF JIF JIF”
September 2, 2026
For this week’s AdMiration feature, we looked at consumer response to Jif’s “JIF JIF JIF JIF” ad — part of the brand's first major refresh campaign in 30 years. Read on to get our 3-2-1 snapshot of ...
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Blog
The power of love in advertising
August 31, 2026
We know that many of the most effective ads make people feel something. Ads that land in the top 25% for overall emotion are twice as likely to drive immediate sales. That’s because people may forget ...
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Blog Innovation
Why America loves dirty soda: The consumer psychology behind the trend
August 26, 2026
9% of consumers now call the dirty soda their favorite drink. A combo of soda, flavored syrups, creams, fruit purees and citrus juice — dirty soda was created in Utah as a luxury-yet-affordable ...
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Blog
Innovation Spotlight: REESE’S PIECES with Chocolate Cookie
August 25, 2026
Welcome to Innovation Spotlight! Each month we’ll spotlight a brand that’s capitalizing on a current consumer trend with a new product innovation. This month we researched REESE’S PIECES with ...
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Blog Brand
How smart marketers use brand health data to grow revenue
August 24, 2026
Many brand tracking programs generate plenty of data but still struggle to answer the question that matters most: What should we do next based on this data? Brand health metrics are most useful when ...
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The State of Creative Effectiveness: Social Video
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CPG Mega-Trends: 2026 edition
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The Connected Insights Imperative

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