Does it really matter if customers say they’re ‘highly satisfied’? The data says yes—and also, not really.

You’d think pricier booze comes in heavier bottles—but across 800 spirits, the correlation between price and weight is basically zero.

Nielsen analyzed 500 campaigns and found click-through rate predicts… nothing—not recall, awareness, intent, or even ROI.

Are there brands with few buyers but heavy loyalty? Kantar’s global data says nope—penetration and buy rate move in perfect lockstep.

System1 tested 131 radio ads—and even right after hearing them, 40% of people couldn’t name the brand.

Does last-click attribution actually prove your ads drive sales? Probly not—it’s messy, biased, and confuses correlation with causation.

Big brands win on both penetration and loyalty—that’s Double Jeopardy—but small brands love to wiggle the pattern.

Do social platforms really ‘own’ their users? Nope—cross-usage data shows audiences overlap way more than we think.

We like to think our buyers are ours alone—but Coke vs. Pepsi (and pretty much everyone else) proves otherwise.

Advertising loves to talk diversity—but when it comes to age, agencies still skew young. Really young.

Think organic buyers spend all their money on organic? In Germany, only 4% of households put even 20% of their food budget there.

Can music really nudge what people buy? A UK wine shop experiment says oui—and ja.

When Brits were asked who they trust most, doctors topped the list—and ad execs came dead last.

When AI starts training on its own AI-made junk, the results spiral from smart to straight-up gobbledygook.

We think viral hits spread like a cold—but most blow up fast, fade faster, and barely get passed along at all.

If you’re refreshing your brand, don’t toss your hard-earned equity—Signs.com’s logo memory test shows why what’s in people’s heads matters most.

Covid changed everything—except the parts it didn’t: business creation soared 40%, while consumer spending snapped right back to trend.

System1 tested 100,000 ads and found most are, well, bananas—lots of weak ones, almost no greats, especially in B2B.

‘Got Milk?’ ran for decades, featured hundreds of celebs—even Yoda—but did it actually work? Look at the data, you must.

We love the myth of the brand loyalist—but in most categories, those one-brand buyers are total unicorns.