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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 Insights
6 perspectives from insights leaders on making consumer insights matter
October 9, 2026
This year’s TMRE was held alongside Content Marketing World and LIONS in Denver, Colorado, where many insights leaders gave thought provoking talks surrounding new ways of working, AI, leadership and ...
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Blog Insights
Where synthetic respondents fit into consumer research
October 6, 2026
When you have 50 early product ideas, you need a fast way to sort them. Whether it’s due to budget or time, you can’t test them all with consumers yet. But cutting the list too soon means a promising ...
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Blog Insights
Women to watch in market research in 2026
January 12, 2026
New tech, shifting consumer expectations and even more pressure to turn data into clear business decisions are changing what strong insights leadership looks like. As a result, influence in the ...
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Blog Insights
What today’s best insights teams have in common
January 9, 2026
You’re watching the clock for your next meeting when someone asks, “Can we get some quick data on this?” This question is more about confidence than research. Decisions are happening faster, and the ...
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Blog Insights
Consumer insights are changing fast—here’s how to stay ahead
May 30, 2025
What do consumer insights look like in 2025 and beyond for CPG and QSR brands? The convergence of technology, behavioral science and artificial intelligence (AI) is rapidly reshaping consumer ...
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Blog Insights
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 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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Blog Insights
What top brands know about consumer sentiment (that you probably don’t)
April 25, 2025
Consumer sentiment analysis has emerged as a secret weapon for brands in fast moving industries like consumer packaged goods (CPG), quick service restaurants (QSR) and telecommunications (TelCo). ...
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Blog Marketing
An insights leaders' guide to driving business impact with the CMO
March 26, 2025
Consumer insights leaders play a pivotal role in enabling CMOs to deliver measurable business impact. When the two come together, it’s a true win-win for the business. Florencia Ardissone, Head of ...
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