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 19 CSR Ads Reveal
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 cheap, fast, and built into every platform. Its cost is not on the invoice. It is in the questions optimization cannot ask.
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, most marketing teams have no external reference point at all.
How to Measure Brand Perception: What Platform Lift Studies and Attribution Can't Tell You
Brand perception is measured by survey against a control group. Platform lift studies and attribution models each supply part of that and leave out the rest. Here is what each one can and cannot tell you.
Turning Fashion Inside Out: How Patagonia's 'Unfashionable' Ad Drove a 24-Point Surge in Purchase Intent
Four Patagonia ads, each telling a different brand story, tested against a placebo. The brand-values ad led on favorability, purchase intent, and trust.
Who Was Watching the Super Bowl Ads? What 1,000 Viewers Told Us About Attention
A Super Bowl spot costs upwards of $8 million before production. We surveyed 1,000 viewers the day after the game about where their attention was during the breaks, and who says an ad changed anything.
