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by Cora Rodrigues As a strategist, I’ve been building decks for over a decade, and it’s always been the most challenging part of my job. Research? You develop an intuition for it—there’s a methodology behind turning data into compelling stories. Structuring those stories into an intuitive slide flow that captivates and convinces? That becomes easier with…

Who’s Really Watching TV During the Day Anyways?The Data Might Surprise You Last week, during a media proposal call for a client, the client asked me something I hear constantly: “Who actually watches TV at 11 in the morning?” Fair question. Most people assume daytime TV is just soap operas and infomercials reaching retired audiences

ASK US ANYTHING Can You Prove CTV Works Regionally?We Just Did. CTV often gets written off as a super expensive channel with limited reach, great for visibility, but fuzzy when it comes to impact. We wanted to challenge that. So we ran a controlled CTV/ATV campaign for a client of ours in Bayern, while keeping

The Challenge: For eCommerce brands, timing is everything—especially when it comes to seasonal campaigns. Mother’s Day is a key sales event for our client, an established brand already leveraging digital channels to reach their audience.

This research exercise explores the efficiency of media investment by analyzing the impact of linear TV campaigns on brand search behavior. Using publicly observable data and applying a standardized cost of search model, we assessed the performance of two competing brands that ran linear TV campaigns between January 13 and January 26, 2025.

We analyzed GWI data across multiple industries, age groups, and consumer segments to answer a critical question: Does spending time on a channel increase ad recall and brand discovery? The short answer is no—media effectiveness depends on mental state and trust rather than just exposure time. Trust over time: why some media channels outperform others