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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 Innovation
Innovation research metrics: Trial & Breakthrough Potential
May 15, 2023
Great innovation is often not the work of a lone genius who has a breakthrough idea while sitting alone in deep thought. Instead, ideas are molded and shaped throughout an innovation process until ...
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Blog AI
AI and the new researcher hierarchy of needs
May 12, 2023
The AI revolution isn’t coming; it’s already here. And if you’re a researcher that hasn’t experimented with AI tools, you’re already behind. With greater mandates to become agile, the “old way” of ...
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Blog Advertising
C.R.E.A.T.E. better advertising with consumer insights
May 10, 2023
Let’s be honest, making advertising that really works isn’t easy. There are a lot of moving parts, but at its core, creating great advertising requires a mix of both art and science. It requires the ...
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Blog Advertising
The next revolution in advertising is here
May 1, 2023
We know the importance of creating effective ad campaigns that can boost sales and boost brand equity. But with a cost-of-living crisis, greater demands for ROI and consumer expectations for brands ...
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Blog
5 steps to better quality consumer insights data
April 27, 2023
The vast majority of innovations fail. At least half of advertising spend is wasted. We’ve all heard the stats and expert quotes on these topics, so we don’t need to repeat them here. Because at the ...
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Blog Advertising
5 elements to electrifying advertising, from PepsiCo's CMO
April 26, 2023
What does it really take to create great advertising? Advertising that jolts consumers to take action? That leaves the mark of your brand within their minds? Jane Wakely, Chief Consumer and Marketing ...
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Blog Innovation
How to land your pricing strategy in a cost of living crisis
April 14, 2023
When money is tight, consumers care more about price. You don’t need a business degree to understand that one. But what’s less obvious is what that looks like in reality. While the natural tendency ...
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Blog
Introducing the Zappi Quality Score: Helping the research industry fix data quality
March 30, 2023
The market research industry has a problem. Survey research remains an important tool that most companies use to understand their consumers. And these companies expect their survey data to always ...
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Blog
6 benchmarks to put your consumer research in context
March 28, 2023
Good data tells a story. But a single data point on its own doesn’t have much to say. Imagine your colleague mentions that their latest LinkedIn post got 5,000 views. That sounds like a pretty high ...
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