Learn how McDonald's has partnered with Zappi to build its test-and-learn approach to innovation, rather than a "test to earn a good score" approach.
Report
Featured post
The Connected Insights Imperative
We surveyed 250+ insights and marketing professionals to understand the current state of consumer insights — including how organizations use consumer data, how satisfied they are with the insights they receive, the barriers they face and how they’re using AI.
Report
Original research
CPG Mega-Trends: 2026 edition
The CPG playbook is being rewritten. We brought together consumer research and industry data to explain the trends reshaping the industry and what they mean for brands.
Report
Advertising
The State of Creative Effectiveness
Better quality creative can result in 12 times the ROI of an ad vs. poor quality creative. We analyzed creative effectiveness data from over 4,000 US ads to help you uncover how to make your best creative.
Report
Advertising
Lessons in advertising: Super Bowl LX
Which ads stole the show in 2026's Super Bowl? What can you learn about how to make your best Super Bowl ad for 2027? Find out in this report.
Report
Advertising
Lessons in sports marketing: FIFA World Cup 2026
What can you learn from great examples of World Cup marketing this year? Get our exclusive report with the best tips and takeaways.
Webinar
Advertising
Winning the World Cup: Consumer insights with Grupo Lala
See how Grupo Lala approached integrated insights for the World Cup, plus a live look at Zappi ad and innovation testing across a real campaign.
Blog
Advertising
What we’ve learned about great advertising from 100+ editions of AdMiration
After more than 100 editions, we thought it was a good time to reflect on everything we’ve learned. What are the overarching takeaways? What can brands learn about creating winning advertising?
Guide
Innovation
How to use AI agents to innovate smarter
In this guide, we introduce a practical vision for how AI agents can help brands work smarter, reduce friction and bring viable ideas to market faster
Report
Featured post
The Connected Insights Imperative
We surveyed 250+ insights and marketing professionals to understand the current state of consumer insights — including how organizations use consumer data, how satisfied they are with the insights they receive, the barriers they face and how they’re using AI.
Report
Insights
Forrester Total Economic Impact Report
The Total Economic Impact™ of Zappi’s Consumer Insight Platform: 243% ROI. 6-month payback. Real results.
Worksheet
Brand
Brand tracking assessment
This worksheet will help you make sure your team is aligning measurements with continuous signals that matter — so you can see what's driving growth, what's not and where to act next so you can make confident decisions when it matters most.
Report
Advertising
The new rules of patriotic marketing
America250 is putting patriotic marketing back in the spotlight. Here's what Americans want brands to celebrate.
Blog
Advertising
The power of love in advertising
Love is a powerful emotion to target in your advertising. Here are the different ways to do it.
Guide
Innovation
The complete playbook for de-risking product launches
The most successful brands today are using consumer insights not just to validate product concepts, but to guide their decisions from the very start. Read this guide for more on how to bring consumers into your innovation development so you can confidently bring successful products to market.
Guide
Insights
How to thrive in your new insights role
Your guide to nailing the first 90 days in your new insights role.
Report
Advertising
The impact of music in advertising
Does adding music create better ads? How can you use music more effectively in your advertising? Find out in this report.
Webinar
Innovation
McDonald’s secret sauce: Using connected insights to spot its next hit menu item
In this webinar, McDonald’s and Zappi describe how their partnership enabled McDonald’s to become more agile and increase ROI on new product innovation, and the framework to how they got there.
Guide
Innovation
The ultimate guide to successful seasonal innovation
Seasonal innovation can play a crucial role in helping a brand stay relevant and competitive. Get our tips for getting seasonal innovation right in this guide.
Report
Advertising
Lessons in advertising: Christmas 2025
In this report, we go through the results from the best holiday ads from 2025 and share our tips on how you can make a great Christmas ad each year.
Webinar
Insights
Quantifying the impact of continuous and connected consumer insights
How connected consumer insights can deliver measurable ROI, faster payback and smarter investments.
Webinar
Insights
Connected insights in 2025: Unveiling Level 4
Key findings from the 2025 Connected Insights Imperative report and the new Level 4 framework.
Webinar
Insights
Elevating the role of research with behavioral science
This session is ideal for insights professionals looking for new ways to think about how to engage people internally and externally, while getting a deeper understanding of how behavioral science principles influence behavior.
Webinar
Advertising
Cannes Recap: Highlights from Zappi’s State of Creative Effectiveness Report
Key Cannes Lions 2025 takeaways and findings from Zappi’s State of Creative Effectiveness report.
Webinar
Marketing
A CMO’s roadmap for connected marketing
How CMOs can organize consumer data and build an AI-ready framework for connected marketing.
Webinar
Advertising
How to develop your Super Bowl advertising with Zappi featuring PepsiCo
How PepsiCo uses iterative consumer feedback to develop stronger Super Bowl advertising.
Webinar
Innovation
Supercharging your innovation development for competitive advantage
How AI-powered tools can improve, accelerate and de-risk the innovation development process
Webinar
Innovation
From testing to learning: How Diageo used consumer feedback to expand in Africa
How Diageo uses continuous consumer feedback to refine products and expand innovation in Africa.
Webinar
Insights
From order-taker to strategic partner: PepsiCo’s insights evolution
How PepsiCo evolved its insights function from project execution to a strategic business partner.
Webinar
Insights
Putting consumers at the heart of your brand strategy
How PepsiCo puts consumers at the center of brand strategy and creative effectiveness.