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Innovation

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
Concept testing: The complete guide [+ Expert tools]
June 5, 2024
Launching a new product without thorough consumer research can be a costly gamble. According to a study by MIT, only 5% of new consumer packaged goods and retail products survive. “Many innovations ...
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Blog Innovation
Innovation Spotlight: Taco Bell x Cheez-It Crunchwrap & Tostada
June 4, 2024
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 Taco Bell and Cheez-It’s ...
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Blog Innovation
Idea screening: The complete guide [+Expert Tools]
May 31, 2024
Creating a breakthrough innovation isn’t easy. In addition to the common knowledge that the majority of new products tend to fail (95% in fact), for a new product to break through and become a ...
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Blog Innovation
The Product Innovation Guide of 2024 (+ tools I recommend)
May 24, 2024
Innovation in product in 2024 Innovation isn't just a competitive edge — it's a survival strategy. Companies ranked in the top quarter for innovation generate 2.4 times higher revenue growth than ...
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Blog Innovation
Innovation Spotlight: Molson Coors’ Happy Thursday Spiked Refreshers
May 7, 2024
Welcome to our first 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 Molson Coors’ ...
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Blog Innovation
3 insights from concept testing you’d be lost without
April 9, 2024
Launching a new product or innovation is a tricky thing. And with the reality being that the majority of new product launches tend to fail, how do you know if your innovation is worth the risk? ...
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Blog Innovation
The ingredients for “egg-cellent” Easter innovation
March 20, 2024
Spring is here, and you know what that means! Warmer weather and flowers in bloom of course, but for some of you it also means Easter is just around the corner. No matter what holiday you celebrate, ...
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Blog Innovation
FOMO and new products: Why parity is not enough
December 16, 2023
The psychology behind why we buy Think about the last time you switched brands. Maybe you’ve started using a new washing powder, or maybe you swapped your daily coffee for one you preferred. In ...
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Blog Innovation
Hot cocoa, snowmen, and more! Holiday innovation that sleighs this year
November 28, 2023
The holidays are here! No matter what holiday you celebrate, there’s no arguing that this time of year is critical for brands to get right. And for the CPG category, that means turning to seasonal ...
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