advertising research
Therapeutic Listening in Market Research: Understanding How Advertising Really Lands
6 min read
Traditional ad testing misses real audience experience. Discover longitudinal ad ethnography to uncover what truly resonates over time.
Ben Elliott
Director of Strategic Insights & Analytics at NewtonX
Being Talked about Is Not Always Good for Brands
10 min read
Being talked about isn’t always a win. Explore when talkability helps brands grow and how to plan campaigns that drive results.
Ramanathan Vythilingam
Associate Professor at Nanyang Business School
When Stat Testing Is like a Head Fake
3 min read
Stat testing can mislead business decisions—small differences on low-margin items may look “significant,” while profitable results on high-value goods...
Joel Rubinson
President at Rubinson Partners Inc
Paying Attention to Attention
5 min read
Attention metrics are evolving, but brands must stay focused on what matters—turning insights into action for creative and media strategies.
Ramanathan Vythilingam
Associate Professor at Nanyang Business School
Decoding Advertising Effectiveness: How Tech and AI Are Transforming Ad Testing
Discover how AI, video tech, and social media are transforming ad testing—empowering researchers wit...
How to Leverage Podcast Advertising to Drive Business Growth
6 min read
Explore the impact of audio branding with podcast ads. Learn why attention science makes podcast advertising a powerful addition to your marketing too...
Susan Griffin
Principal at Griffin + Skeggs Collaborative
How to Improve Ad Attentiveness Measurement
4 min read
Explore the hierarchy of advertising effects, from impressions to sales. Discover how consumer attentiveness and relevance drive effective marketing s...
Joel Rubinson
President at Rubinson Partners Inc
Greenbook Future List Spotlight: Kadene Pitter
5 min read
Learn how Kadene Pitter, Ad Sales Research Analyst at BET Media Group, leverages her expertise to create effective advertising strategies for Black au...
Karen Lynch
Chief Programming Officer at Greenbook
Transforming Marketing, Consumer Behavior, and Startup Innovation
Dive into the world of AI in advertising and explore data-driven personalized marketing. Explore AI-...
IIEX APAC 2024 Speaker Interview with Pratt Hetrakul
3 min read
Discover the power of regression-based analysis with Pratt Hetrakul at IIEX APAC. Explore the benefits of the Marketing Mix Model for advertisers.
Colin Wong
Principal Consultant at Insights Heroes
Karen Lynch
Chief Programming Officer at Greenbook
Pink Money: Why You Should Advertise to LGBTQ+ People in LATAM
7 min read
Promote positive societal change and reach a diverse audience by incorporating LGBTQ+ themes in your LATAM marketing strategy.
Isabela Sangiorgi
Research Associate and Community Lead at 10k Humans
How Can You Tell If Your Advertising is Working?
5 min read
Learn how to increase measurement sensitivity with five principles of ad effectiveness measurement. Don't let flawed approaches hinder advertising suc...
Joel Rubinson
President at Rubinson Partners Inc
Latin America in the Age of AI: Embracing Innovation with Paolo Miscia
6 min read
To continue our series on the artificial intelligence landscape in Latin America, as described by local experts, Ana Vanegas at Echo Market Research s...
Isabela Sangiorgi
Research Associate and Community Lead at 10k Humans
Marketers, Stay in Your Lane
4 min read
Marketers occasionally decide to associate the brand they are entrusted to manage with a social cause expecting their virtue signaling will result in ...
Ken Roberts
Chief Innovation Officer at Forethought
Are your Experiments Misestimating the Effectiveness of your Advertising?
3 min read
Those in marketing analytics, research, and academia tend to view experiments as a gold standard. Careful…test vs. control reads are hard work too. I...
Joel Rubinson
President at Rubinson Partners Inc
Now that I have your ATTENTION! Part Three
5 min read
Firstly, here is a quick thumbnail of Part One and Part Two. Part One was about attention as it related to the human processing of marketing communica...
Ken Roberts
Chief Innovation Officer at Forethought
Redefining Brand Tracking with a Consumer-Centric Approach
4 min read
Unless you’ve been living under a rock, you probably already know that customer loyalty, as we’ve traditionally understood it, is on the decline. This...
Rebecca Brooks
Brand Research 101: Clearly Differentiating Non Users
4 min read
The value of differentiating between non, never, and lapsed users.
Joel Rubinson
President at Rubinson Partners Inc
When Will There Be Peace Between Creatives and Researchers?
4 min read
The friction between insights and creative teams – and the solution.
Ken Roberts
Chief Innovation Officer at Forethought
Consumers and the Future of the 5G Wireless Communications Industry
7 min read
How will 5G benefit consumers, investors, businesses, & marketers?
Rudly Raphael
CEO/Founder at Eyes4Research
Brand-building: What Brand Beliefs Can You Really Move?
4 min read
Which attribute ratings are most responsive to ad spending?
Joel Rubinson
President at Rubinson Partners Inc
PepsiCo Creates High Impact Walkers Holiday Ad with Early-Stage Testing
3 min read
Using Zappi Amplify TV to vet and refine a high-impact holiday ad.
Zappi
at Zappi
Validating Advertising Campaigns During a Tumultuous Year
4 min read
A case study focused on an insurance company’s advertising strategy.
Suzy
Scrapbooking as a Research Tool
3 min read
Gathering insights via scrapbooks and collages.
Emmanuel Probst
Global Lead, Brand Thought-Leadership at Ipsos
Busting Seven Marketing Myths
4 min read
Seven busted myths that will lead to better marketing and research.
Joel Rubinson
President at Rubinson Partners Inc
Unmasking Scents – Your Nose Knows More than You Think
4 min read
Where scent and marketing meet.
Dawid Adamczyk
Business Development Manager at NEUROHM
Why Targeting Eats Reach-Based Media Strategies for Lunch
4 min read
Why targeting ads should be prioritized over expanding their reach.
Joel Rubinson
President at Rubinson Partners Inc
Meet Gen Z: Don’t Trivialize Your Brand’s Digital Presence
4 min read
Market research, customer experience, and advertising, meet Gen Z.
Jamin Brazil
Chairman & CEO at HubUX
Shane Skillen on the Power of Advertisement, Teamwork, and Family
10 min read
Launch innovative tools that drive impact and ROI for global insights.
Rudly Raphael
CEO/Founder at Eyes4Research
Stop Ignoring Your Price Brand!
5 min read
Stores with a strong price brand get price-checked less and enjoy larger basket sizes. Are you managing your price brand?
Ken Roberts
Chief Innovation Officer at Forethought
Two Faces Have I – One to Show, One to Hide
7 min read
There is minimal scientific evidence to support the most applied measure of emotion as a predictor of market performance.
Ken Roberts
Chief Innovation Officer at Forethought
Diminishing Returns on the Need For Speed: Where’s the Limit?
3 min read
The holy grail of creative testing – faster cheaper and better – has become an even more pressing need in the era of COVID-19. The pressure for speed ...
Keith Sutherland
Senior Consultant, Brand Engagement at MetrixLab
The Folly of the ‘The Long and the Short of It’
6 min read
Communication designed only to elicit an emotion unaccompanied by reason to believe is inefficient and wasteful.
Ken Roberts
Chief Innovation Officer at Forethought
Heartstring Wars – The Festive Season Battleground
5 min read
There are three reasons for emotion in advertising. Does the big emotional Christmas ad contribute to them?
Ken Roberts
Chief Innovation Officer at Forethought
Lead By The Nose: It’s Time to Embrace Scent Advertising
5 min read
Scent sells (even if the smell is particularly smelly).
Hannibal and
Insights Associates at Olson Zaltman
How to be Bland: Insights From Direct-to-Consumer Branding
6 min read
Towards Utility Chic: Embracing Health-Tech in the Bathroom.
Anurag Banerjee
Co-Founder and CEO at Quilt.AI
English Dominant Hispanics Change How Brands Advertise
6 min read
Marketing to U.S. Hispanics with ads translated into Spanish and distributed through Spanish speaking mediums won’t deliver the results you want.
Brand Advertising vs. Performance Advertising: Which Is Right For You?
6 min read
Which advertising tracking strategy is right for your company?
Molly Purcell
Digital Marketing Specialist at Greenbook
Customer Acquisition Forecast
6 min read
How to effectively measure advertising effectiveness.
Art Klein
Partner, Co-President at MSW Research
How Netflix Will Transform Brand Marketing
3 min read
How advertising could flip the script for Netflix.
Joel Rubinson
President at Rubinson Partners Inc
The YOLO Market: How Young Adults Spend Money & What That Means for Brand Marketers
4 min read
Understanding the millennial market and the shift towards a market focused on instant gratification.
Nicole Bitette
Super Bowl 2019 Advertising Effectiveness
7 min read
Super Bowl Ads more effective than ever.
Michael Wolfe
How to Boost the Efficiency of Facebook Lead Ads with the Right Images
7 min read
Choosing and creating the right images can help ensure the effectiveness of Facebook lead ads.
Eugine Dychko
Marketing Manager at Crello
Labatt: Why Every Marketer Should Be Rushing to Test Their Digital Ads
3 min read
Labatt Breweries case study on testing digital content advertising.
Adam Froman
CEO at Delvinia , Methodify
Generation Nation: The Politics That Tie and Bind the Most Divided Cohorts
6 min read
A look at how Gen Z, Millennials, Gen X, and Boomers perceive social and political actions taken by brands.
Tim Hoskins
Taking a Stand: The Value of Neuroscience in Socially-Charged Advertising
5 min read
Using neuroscience for insights into socially-charged advertising messaging.
Nikki Westoby
Audio Storytelling: Earn a Steady Share of Voice in Podcasting
5 min read
The growing popularity of podcasting might make brands increase their share in this rising market
Arundati Dandapani
Creator at Generation1.ca
Microsoft & Voxpopme: Powering Successful Ad Campaigns with Agile Video Insights
3 min read
Voxpopme helped Microsoft identify personalities that would resonate with customers
Dave Carruthers
Founder & CEO at Voxpopme
Research Now SSI and RhythmOne Validate IKEA’s Digital Ad Spend
3 min read
Research Now SSI validates IKEA’s new ad with quick, quality first-party panel data
Gary Laben
Chief Executive Officer at Research Now SSI