Category: How-to

How to Put Customers at the Center of Your Ads and Optimize Across Media Channels

A recent AdReaction study from our partner, Kantar Millward Brown, found that integrated and customized ad campaigns are 57% more effective. According to this study, consumers feel that over 25% of advertising campaigns suffer a messaging disconnect when promoted on...

/ March 15, 2018

Naming New Products Isn’t As Easy As It Looks: 12 Examples of The Good, The Bad, And The Ugly

Many new product names aren’t tested thoroughly enough, if at all. 80% of each year’s 30,000 new consumer products fail and inefficient brand building is partly to blame. You might be familiar with the usual process: marketers rely on hunches...

/ March 9, 2018
Negative emotions

What’s love got to do with it? How you can use negative emotions in ads to drive behavior change

In advertising, it’s a common misconception that the best ads are happy-go-lucky, full of fun, and generally inoffensive. However, our data shows that uncomfortable or distressing ads, aiming to shock or upset the viewer, are some of the most effective...

/ February 15, 2018

How to Test Your Product’s On-Shelf Performance with Package Testing

One-third of consumer decision-making is based on packaging. For many CPG products, success comes down to standout labeling and design. With dozens of competitors stacked on the shelf next to your brand’s product, it’s difficult to stand out. If done...

/ February 2, 2018

Job Titles in Market Research: Clues to Career Path Opportunity

If you are in market research (and if you are reading this, I am guessing you are), you may have noticed something about market research job titles. They are diverse. It wasn’t always this way. Twenty years ago, if you...

/ January 25, 2018

3 steps to successful product claims

85 percent of household shopping is derived from repeat purchase. With brands fighting for consumer loyalty already, how do you ensure your product will break through, spark the initial interest and drive purchase? When developing or relaunching a product, successful...

/ December 28, 2017
The evolution of A.I.

Artificial Intelligence is more than a buzzword: how to spot the fakes

Marketing and market research share common ground: both are obsessed with using terminology that outsiders find difficult to understand. Is it any wonder, when their definitions are so widely misrepresented? Are buzzwords for the unimaginative? You might have heard of...

/ December 15, 2017
What's a prediction market?

What happens when traditional survey methodology doesn’t work?

Prediction market tools are more efficient, more flexible, and they provide better insights. So why aren’t you using one? At Zappi, we understand that choice is helpful, but we also know it can be overwhelming. All of our tools are...

/ December 8, 2017
Brainstorming market research options

The marketer’s guide to DIY market research templates

6 market research templates for when you don’t have the budget or time for market research. In a world where marketers are frequently tasked with proving ROI, you can’t afford to make big mistakes or spend extra dollars. Knowing if...

/ December 7, 2017