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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 Advertising
Flop → blockbuster: The power of early ad concept testing
July 22, 2021
Christmas ads are undeniably a massive deal in the UK – similar to the hype of Super Bowl ads in the US. The department store John Lewis is credited with starting the tradition with its big budget, ...
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Blog Advertising
The recipe for legendary advertising
July 7, 2021
Previously heard on Inside Insights, this interview with PepsiCo marketing and insights leaders Fernando Kahane and Tim McEntaggart covers what creative excellence really means and how you can use ...
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Blog Advertising
Why you can't skip digital copy testing
July 6, 2021
Why you can't skip digital copy testing
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Blog Transformation
11 things you can do to be more customer centric
July 1, 2021
It’s not uncommon to see brands claiming to be customer centric, but what does that really mean? Sure, it sounds and looks nice on paper, but most of the time it’s just something organizations say ...
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Blog
Diversity in research: The journey to representation
June 17, 2021
At the Virtual Insight Summit in April this year, three big voices who are moving the needle on inclusivity initiatives took the stage to address the following questions: Where does inclusivity ...
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Blog Digital
What your A/B digital tests don’t tell you
June 10, 2021
Can you imagine not pretesting a TV ad? Just throwing something together, shipping it, and hoping for the best? It’s a scary thought. But digital ads are a completely different story. The digital ...
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Blog Marketing
5 ways to be a better insights partner, by PepsiCo’s Global CMO
May 6, 2021
For any great partnership to work, both parties need an empathetic understanding of each other’s wants, needs and general perspectives on life. Without this understanding, you’ll end up with a ...
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Blog Transformation
People & culture: 5 lessons we learned this year
December 17, 2020
Well, what a year. I’m not going to waste much time describing how unexpected and epochal the events of the last 12 months have been. There are plenty of people to tell that story, and my version ...
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Blog Innovation
Testing concepts: Why behavior change and uniqueness are key
December 8, 2020
When testing concepts for a new product, a lot rides on whether your innovation leaves a mark. With lofty goals like propelling brand growth, attracting new customers, and reducing competitive ...
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