Resources
Research and insights on message testing, creative effectiveness, and campaign performance.
Research, case studies, and thinking on what actually moves people, and how to know before you spend.
Brand Recall vs. Ad Persuasion: What We Learned from Benchmarking 19 Corporate Social Responsibility (CSR) Ads
A randomized controlled study of 19 corporate reputation ads found brand recall and ad persuasion are almost unrelated. See what actually moved opinion.
Persuasion Intelligence vs. Engagement Metrics: What A/B Testing Misses
Engagement metrics tell you who noticed your ad. Persuasion intelligence tells you whose mind it changed. See what your A/B tests are missing.
The Hidden Cost of A/B Testing
A/B testing is one of the most useful tools in digital marketing. It's also the source of a cost almost nobody accounts for.
Lunchly vs. Lunchables: What Happens When Challenger Marketing Backfires
When MrBeast, Logan Paul, and KSI launched Lunchly as a direct competitor to Kraft's Lunchables, they led with a single bold claim: our product is the healthier option.
How SC Johnson's Ocean Conservation Ad Moved the Hardest Metric in Brand Marketing
Brand favorability is one of the hardest metrics to move, especially when it's already high. Most campaigns barely nudge it. Some manage a point or two. Very few produce a shift...
Behavioral Metrics vs. Persuasion Metrics: Are You Tracking the Right Ones?
Behavioral metrics record what people did after seeing an ad. Persuasion metrics record what they believe. Each answers a different decision, and most testing programs track only the first.
How to Leverage Competitive Benchmarking to Maximize Campaign Performance
Finance teams benchmark everything. Product teams track NPS against category averages. Sales teams know their win rates relative to competitors. But when it comes to creative...
How to Measure Advertising Effectiveness: Beyond Clicks to Causal Impact
Marketing teams in 2026 are drowning in data and starving for insight. They can tell you their CPM, CTR, CPA, ROAS, and a dozen other acronyms down to the second decimal place....
How to Measure Brand Perception (And Why Platform Data Is Lying to You)
When you buy media from Meta, Google, or TikTok and then ask those same platforms to measure whether the ads worked, you’re in a structurally compromised position. It’s the...
Turning Fashion Inside Out: How Patagonia's 'Unfashionable' Ad Drove a 24-Point Surge in Purchase Intent
When being "unfashionable" outperforms product-focused creative across every metric.
Audience Research 101: How To Reveal Audience Insights Beyond Simple Demographics
Understanding your customers and their demographics has always been the foundation of effective marketing. But most audience research tells you who your audience is. Very little...
How to Leverage ViewShift’s Market Research Platform for Better Campaigns
How ViewShift's market research methods help you outperform competitors and create impactful campaigns that connect based on evidence, not instinct.
Super Bowl TV Ads and the Second Screen Phenomenon
Every year after the Super Bowl, the same ritual plays out: hot takes, rankings, and debates over which brand "won the night" with their commercial. But when a single 30-second ad...
