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

4 Ways Insights Professionals Can Help Their Organizations Grow

Zappi officially launched their Zappi Insiders program on the coat-tails of an exclusive dinner at Eleven Madison Park after The Quirks Event in NYC. The program is designed with the hopes of fostering an environment of growth and collaboration among...

/ March 12, 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

Concept Testing: 4 Steps to Optimize and Why It’s Important

Launching a new product or modifying an existing one is scary. 80 percent of the 30,000 new consumer products launched each year fail. With that said, a new project has the opportunity to create a new revenue stream for your...

/ March 2, 2018

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

What can the superhero war between Marvel and DC teach us about advertising?

There is a war being waged between two big superhero franchises. We asked: which brand’s marketing tactics give them the advantage? Marvel (that’s Iron Man, Thor, Captain America) or DC (Batman, Superman, Wonder Woman)? We armed ourselves with facial coding...

/ February 9, 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

How to Improve Your Research Function’s Efficacy: 3 Exercises for Staying Relevant (and Getting Promoted) in 2018

January is disappearing before our eyes and your new year’s’ resolutions might feel less important now than they did on the first. You promised yourself that this year you’d lose that weight, this year you’d finally complete dry January, and...

/ January 26, 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