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Blog
Connected insights: What they are and how to use them
August 19, 2026
Every consumer research project creates an opportunity for brands to learn. But what happens to those learnings once the project is over? Too often, the data from these consumer insights projects ...
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Blog Advertising
Creator-led advertising: How brands stop the scroll and still get the credit
October 15, 2026
Creators now take up 26% of Americans’ daily video viewing, close behind linear TV (35%) and streaming (33%). US creator ad spend has followed, with a projected $37 billion in 2025, growing about ...
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Blog Advertising
Winning the $400 billion feed: 5 lessons from Advertising Week New York
October 14, 2026
$394.6 billion. That's how much will be spent on social media advertising this year, according to WARC. Up 21.3% on last year. Social isn't the amplifier anymore. It's where brands get made. A ...
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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
How to use the Creative Effectiveness Ladder
October 9, 2026
Snickers turned online negativity into a cheaper chocolate promotion. Its Australian “Hungerithm” campaign tracked the mood of social posts and lowered the promotional price of Snickers as the ...
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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 AI
AI in insights: What we’re learning about the future of consumer understanding
October 9, 2026
We recently attended TMRE x Content Marketing World x LIONS in Denver, Colorado, where AI in insights was unsurprisingly a hot topic. After listening to several conversations within the TMRE track ...
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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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IHOP’s “Fancy a French Toast?” AdMiration
Blog Advertising
AdMiration feature: IHOP’s “Fancy a French Toast?” and Hershey’s “Pinky Up”
October 1, 2026
For this week’s AdMiration feature, we’re looking at K-pop in advertising. Brands from Oreo to Vaseline are making big bets on K-pop stars so we tested two ads that use the same KATSEYE* track in ...
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zappi pumpkin spice
Blog Innovation
The economics, marketing and psychology behind Pumpkin Spice: Fall’s most enduring flavor
September 30, 2026
Pumpkin spice is the ultimate fall flavor. The global pumpkin spice market is valued at $1.25 billion. Starbucks alone sells 20 million Pumpkin Spice Lattes every year, accounting for nearly 10% of ...
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The Connected Insights Imperative

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