# Finding your ‘North Star’ in fragmented media markets April 23, 2026 **•** [Josh Baines](https://www.cint.com/blog/author/josh/) 8 min read ## Contents - [Introduction](https://www.cint.com/blog/finding-your-north-star-in-fragmented-media-markets/#introduction) - [Avoiding the ‘one-size-fits-all’ situation](https://www.cint.com/blog/finding-your-north-star-in-fragmented-media-markets/#avoiding-the-one-size-fits-all-situation) - [Finding the right audience at the right time](https://www.cint.com/blog/finding-your-north-star-in-fragmented-media-markets/#finding-the-right-audience-at-the-right-time) - [Navigating toward a North Star](https://www.cint.com/blog/finding-your-north-star-in-fragmented-media-markets/#navigating-toward-a-north-star) - [Adapting to an ever-changing world](https://www.cint.com/blog/finding-your-north-star-in-fragmented-media-markets/#adapting-to-an-ever-changing-world) - [Thinking about the future](https://www.cint.com/blog/finding-your-north-star-in-fragmented-media-markets/#thinking-about-the-future) ## Categories [Webinar](https://www.cint.com/blog/webinar/) ## Introduction Moderated by Adweek’s Delaney Strittmatter, “One Size Fits None: Rethinking Campaign Measurement for Global Brands” saw Cint’s Chris Pope (Senior Director of Data and Measurement) joined by Director of Analytics and Insights at WPP Media, Anna Lee for a discussion that explored how to best align your regional goals into one cohesive, data-backed story. “You might be in a situation where your clients operate in 20 different markets,” said Strittmatter by way of introduction. “Your North American team and your EMEA team are telling different stories, and you’re the one left defending the discrepancies.” For agencies that manage global clients, it can be difficult to navigate pressures to reconcile competing sets of regional data, and brands are likely to be looking for insights on how to better gauge their agency’s impact. If you weren’t able to attend the [webinar](https://www.cint.com/blog/?category_term=webinar), he’s a recap of what went down. ## Avoiding the ‘one-size-fits-all’ situation Anyone working in the advertising industry will be more than aware of just how fragmented, complicated, and difficult to navigate the day-to-day has become. While having a standardized approach to campaign measurement _can_ simplify things, it doesn’t necessarily lead to actual success. With that in mind, Pope began the session by asking Lee what success looks like in the 21st century for brands operating on a global scale and why the traditional US-centric [measurement playbook](https://www.cint.com/knowledge-center/cross-platform-measurement-guide/) might not always translate across other markets. “Especially for a global brand where their home base is in the US, it’s very easy for us to get stuck in that “one-size-fits-all” situation. But usually, with each of the regions coming online, the leads have their own interpretation, as well as what they want to measure as a KPI or OKR,” said Lee. “The challenges I’ve run into managing a global brand involve a misalignment between internal clients and our regional teams regarding which KPI they consider to be success, because each of these markets has different maturity when it comes to the brand,” said Lee. “For example, our US market is much more mature compared to a market that might be just coming online. While we may focus on something a little more down-funnel or mid-funnel, like consideration, these other regions are battling headwinds to build brand trust and brand awareness.” For Lee, this is compounded by the fact that each region and market is defined by their own cultural moments and seasonal events — facets of life that aren’t always shared. [A holiday](https://www.cint.com/blog/cintsnap-survey-uncovers-2024-holiday-travel-trends-and-the-use-of-ai-in-travel-planning/) or high-demand period in the US might look different elsewhere, and, accordingly, what a US advertiser may think of as a low period could actually be the peak in another part of the world. The way around this, Lee suggests, is to listen to and learn from local experts. ## Finding the right audience at the right time This led Pope to ask Lee: how do these global challenges actually factor into your planning process and determine where your investments should go? At WPP, the focus is on timing, channels, and budgetary availability. Each of their clients have set budgets for each region, and WPP has to work within those parameters. Above all, the question remains: what are we trying to solve for? “For regions where we would need broad awareness, it’s easy for us to lean towards [OTT or linear TV](https://www.cint.com/blog/what-is-ctv-and-linear-tv-advertising/) or any channel that has broad and massive reach, but truly, is that the best use of our dollars? That’s where the strategy team and researchers come in,” said Lee. “We know that for some of these platforms, addressing that audience is not as accurate, but it does have that massive reach. Is the creative message tailored for that? Is it going to land, knowing that it is difficult to truly address that interest or that audience there?” Crucially, you have to make sure you’re actively seeking out the _right_ audience for any given campaign, on the right channel, at the right time. ## Navigating toward a North Star As someone running campaigns for a global brand and leveraging measurement to gather insights that can ultimately lead you to tell that data-backed story, how does Lee put together that cohesive story when dealing with different goals from different regions? “For our clients, we have our reporting structure where there’s a global rollout where we will touch on a global North Star,” said Lee. “At the regional level, the regional teams will also walk through the results with the regional stakeholders and address those KPIs. That’s how it would all ladder up at the end of the day for the overall global business. Depending on who the audience is, having that global North Star really is what’s going to help define the story for you.” > “For our clients, we have our reporting structure where there’s a global rollout where we will touch on a global North Star. Depending on who the audience is, having that global North Star really is what’s going to help define the story for you.” **Anna Lee** Director of Analytics and Insights, WPP Media Once that pivotal North Star has been agreed upon, Lee and the team at WPP will work with their clients on the specific wording of the questions they want answered. There is a meticulous process for each of the regions to take that question—which usually is in English—and translate it into local contexts so that way there’s no introduction of bias. “We also standardize our measurement framework to what we consider to be a gold, silver, and bronze standard in terms of [deterministic exposure](https://www.cint.com/blog/lucid-measurement-product-releases-recap-2024/),” Lee said. For example, the gold standard is to ensure that an exposure is tracked deterministically, whether through tags or through a server-to-server connection,” said Lee. “But in some regions where it’s a little bit more stringent because of privacy laws, we will settle for a broad standard, which is like a self-reported opportunity-to-see, especially if it’s a high investment.” Pope took the opportunity to expound on what makes Cint stand out on this front. “The part of the Cint tech stack that lends itself well to that speed of insights is our impact measurement dashboard. This allows agencies to get real-time insights across all the KPIs and channels they’re measuring—from digital to linear—for all the geographies they may be operating in.” ## Adapting to an ever-changing world In 2026, the only constant is change. Whether it’s a sudden shift in privacy laws in the EU or a geopolitical event that disrupts travel in Asia, global brands must be able to pivot their media spend without breaking their measurement models. As Pope put it, “I’ve seen how the best-laid plans can get changed at times, but how do you build agility into that initial campaign setup so that a pivot in the campaign doesn’t necessarily break the measurement?” From Lee’s perspective, it really depends on what the impact of the media is. If there’s a _slight_ reduction in spend, the study may continue, but with a change of sample size. If it’s a complete reduction in media spend, that forces companies like WPP to potentially relaunch the [measurement,](http://cint.com/blog/lucid-measurement-product-releases-recap-2024/) as it could introduce bias into the control room. “It really depends on the methodology of each of the studies. I have had to do both and had to pivot pretty quickly. It’s about being nimble and knowing the methodology of your partner and your study,” said Lee. “Working with a partner to have a robust time series is also helpful. I’ve had partners who are able to do that as well; Cint does that, especially within your impact measurement platform. Having the best tech stack and a partner who can report back with a time series will definitely help minimize the impact that events would have.” ## Thinking about the future “Not all channels have perfect measurement, and not all vendors cover them in the deterministic way that we prefer,” said Lee.  “The top thing for me is to increase that channel coverage and reporting efficiency. I want to have everything in one dashboard so we’re able to give a holistic read.” AI and automation will continue to play a massive role in measurement in 2027 — and beyond. On this front, Lee stated that, “For me, it’s about further refining how to responsibly use the tool effectively and efficiently to quickly analyze data and provide exceptional client service.” > > “ROI is something that we’re working on heavily here at Cint, We’re about being able to tie that brand lift to some of the down-funnel metrics that clients are interested in. We’re definitely working on helping brands ‘close that loop,’ so to speak.” > > > > **Chris Pope** > > Senior Director of Data and Measurement, Cint Ultimately, though, everything will come down to the ongoing effort to prove how brand lift ties to ROI, driving profit for the company. “ROI is something that we’re working on heavily here at Cint,” said Pope. “We’re about being able to tie that brand lift to some of the down-funnel metrics that clients are interested in. We’re definitely working on helping brands “close that loop,” so to speak.” Blog ## More from our blog - April 30, 2026 ## [How do AI moderated interviews scale conversational insights instantly?](https://www.cint.com/blog/introducing-ai-moderated-interviews/) Discover how AI moderated interviews are transforming market research by combining quantitative scale with qualitative depth. 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[Conferences and events](https://www.cint.com/blog/conferences-and-events/), [Media measurement](https://www.cint.com/blog/media-measurement/), [Thought leadership](https://www.cint.com/blog/thought-leadership/) - September 10, 2025 ## [Part 1: Growing and monetizing your community with Cint Engage](https://www.cint.com/blog/growing-and-monetizing-your-community-with-cint-engage-part-1/) Struggling to turn your audience or community into a reliable revenue stream? Find out how Cint Engage can simplify and scale your operations. [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - September 5, 2025 ## [What is a survey in market research?](https://www.cint.com/blog/what-is-a-survey-in-market-research/) We explain what surveys are, how they function, and why they’re crucial for driving strategies and assisting with business decisions. [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/), [Research basics](https://www.cint.com/blog/research-basics/) - September 2, 2025 ## [Say hello to Cint Engage, your new secret weapon for audience monetization](https://www.cint.com/blog/say-hello-to-cint-engage-your-new-secret-weapon-for-audience-monetization/) Step into a new era of audience monetization and panel management. [About us](https://www.cint.com/blog/about-us/) - August 19, 2025 ## [What’s the the true cost of rest and relaxation in 2025](https://www.cint.com/blog/whats-the-the-true-cost-of-rest-and-relaxation-in-2025/) Our latest report looks at the impact that inflation is having on travel planning for consumers across the globe. [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - August 19, 2025 ## [Read our new report on in-game advertising now](https://www.cint.com/blog/read-our-new-report-on-in-game-advertising-now/) Our latest report explores what consumers make of in-game advertising and why it presents a new frontier for advertisers. [Industry trends](https://www.cint.com/blog/industry-trends/), [Insights](https://www.cint.com/blog/insights/), [Media measurement](https://www.cint.com/blog/media-measurement/) - August 18, 2025 ## [Say hello to Luci, Cint’s new AI study companion](https://www.cint.com/blog/say-hello-to-luci-cints-new-ai-study-companion/) Built with customers of Lucid Measurement in mind, Luci could be your new favorite AI assistant. [About us](https://www.cint.com/blog/about-us/), [Insights](https://www.cint.com/blog/insights/), [Media measurement](https://www.cint.com/blog/media-measurement/) - August 15, 2025 ## [Exploring AI, ethics, and data quality](https://www.cint.com/blog/exploring-ai-ethics-and-data-quality/) AI isn’t going anywhere, so how do researchers incorporate it ethically and with quality in mind? [AI](https://www.cint.com/blog/ai/), [Industry trends](https://www.cint.com/blog/industry-trends/), [Market research](https://www.cint.com/blog/market-research/), [Quality](https://www.cint.com/blog/quality/) - August 12, 2025 ## [Why continuous research is the unsung hero of an uncertain world](https://www.cint.com/blog/why-continuous-research-is-the-unsung-hero-of-an-uncertain-world/) Cint’s Ben Hogg extols the virtue of continuous research. - August 6, 2025 ## [How global households are navigating economic uncertainty](https://www.cint.com/blog/how-are-consumers-coping-with-inflation-in-2025/) Our latest report examines how the average consumer is faring against a backdrop of inflation and financial uncertainty. [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - August 6, 2025 ## [The best ways to find the right respondents for your survey](https://www.cint.com/blog/the-best-ways-to-find-the-right-respondents-for-your-survey/) How do you make sure that your survey gets in front of the right respondents? Our latest guide explains all. [Insights](https://www.cint.com/blog/insights/) - July 24, 2025 ## [What is a ghost complete?](https://www.cint.com/blog/what-is-a-ghost-complete/) Learn what ghost completes are, why they’re an issue, and what Cint is doing to combat them. [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/), [Quality](https://www.cint.com/blog/quality/) - July 16, 2025 ## [Cint Verified Audiences now available in Snowflake](https://www.cint.com/blog/cint-verified-audiences-now-available-in-snowflake/) Learn more about how Cint and Snowflake’s partnership breathes life into customer intelligence. [About us](https://www.cint.com/blog/about-us/), [Data solutions](https://www.cint.com/blog/data-solutions/), [Insights](https://www.cint.com/blog/insights/), [Media measurement](https://www.cint.com/blog/media-measurement/) - June 26, 2025 ## [Making the most of insights in a rapidly changing world](https://www.cint.com/blog/making-the-most-of-insights-in-a-rapidly-changing-world/) Savanta’s Dr Nick Baker and Cint’s Ben Hogg sat down for an enlightening fireside conversation at Quirks London, 2025 [Conferences and events](https://www.cint.com/blog/conferences-and-events/), [Insights](https://www.cint.com/blog/insights/), [Media measurement](https://www.cint.com/blog/media-measurement/) - June 25, 2025 ## [AI is altering the media measurement landscape – here’s how](https://www.cint.com/blog/ai-is-altering-the-media-measurement-landscape-heres-how/) Discover how Lucid Measurement by Cint uses automation for streamlined media measurement opportunities. [AI](https://www.cint.com/blog/ai/), [Industry trends](https://www.cint.com/blog/industry-trends/), [Insights](https://www.cint.com/blog/insights/), [Media measurement](https://www.cint.com/blog/media-measurement/) - June 25, 2025 ## [How to reach diverse audiences at scale](https://www.cint.com/blog/localized-insights-for-global-success/) Download our latest whitepaper to discover how capturing local data can spark global breakthroughs. [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/), [Media measurement](https://www.cint.com/blog/media-measurement/) - June 12, 2025 ## [Embracing inclusivity in market research](https://www.cint.com/blog/embracing-inclusivity-in-market-research/) Explore how survey design, inclusive language, and community engagement can help us create research that reflects the full diversity of human experience. - June 12, 2025 ## [How real-time brand lift helps advertisers thrive in uncertainty](https://www.cint.com/blog/how-real-time-brand-lift-helps-advertisers-thrive-in-uncertainty/) Director of Product Management at Cint, Stephanie Gall, joined the EMARKETER podcast to discuss how to make better campaign decisions in periods of flux. [About us](https://www.cint.com/blog/about-us/), [Industry trends](https://www.cint.com/blog/industry-trends/), [Media measurement](https://www.cint.com/blog/media-measurement/) - June 4, 2025 ## [What is a velocity attack?](https://www.cint.com/blog/what-is-a-velocity-attack/) Learn what velocity attacks are, why they’re an issue, and what Cint is doing to combat them. [Insights](https://www.cint.com/blog/insights/), [Quality](https://www.cint.com/blog/quality/), [Research basics](https://www.cint.com/blog/research-basics/) - June 4, 2025 ## [What is a click farm?](https://www.cint.com/blog/what-is-a-click-farm/) Understanding what click farms are, how they operate, and how they can be combated. [Insights](https://www.cint.com/blog/insights/), [Quality](https://www.cint.com/blog/quality/) - May 29, 2025 ## [Doing more with less: how measurement is adapting to a changing world](https://www.cint.com/blog/doing-more-with-less-how-measurement-is-adapting-to-a-changing-world/) Feeling the pinch but still need to deliver? A panel of experts headed by Cint’s Laura Manning discuss strategic approaches to media measurement during a period of flux. - May 27, 2025 ## [Cint is now one of Newsweek’s Most Loved Workplaces](https://www.cint.com/blog/cint-is-now-one-of-newsweeks-most-loved-workplaces/) We’re delighted to appear on Newsweek’s 2025 Global Top 100 Most Loved Workplaces list. [About us](https://www.cint.com/blog/about-us/), [Awards](https://www.cint.com/blog/awards/), [Insights](https://www.cint.com/blog/insights/) - May 19, 2025 ## [Read our guide on the best ways to improve existing qualification data and screening questions](https://www.cint.com/blog/read-our-guide-on-the-best-ways-to-improve-existing-qualification-data-and-screening-questions/) Experts discuss how to ensure your survey’s quotas and qualifications are helping you get accurate insights in our latest guide. [Insights](https://www.cint.com/blog/insights/) - May 16, 2025 ## [How KFC uses insights to drive flavorful innovation](https://www.cint.com/blog/how-kfc-uses-insights-to-drive-flavorful-innovation/) Understanding why, for one brand at least, quality + flavor + value = the recipe for success. - May 15, 2025 ## [Quarter-century crisis: Are we better or worse off than we were 25 years ago?](https://www.cint.com/blog/quarter-century-crisis-are-we-better-or-worse-off-than-we-were-25-years-ago/) Live at the Advertising Week Europe event in London, April 2025, Advertising Week’s Katie Ingram and Cint’s Ariel Madway took the stage to unpack generational divides. [Conferences and events](https://www.cint.com/blog/conferences-and-events/), [Industry trends](https://www.cint.com/blog/industry-trends/), [Market research](https://www.cint.com/blog/market-research/) - May 15, 2025 ## [Polling in the age of upheaval: How survey science is adapting to chaos](https://www.cint.com/blog/polling-in-the-age-of-upheaval-how-survey-science-is-adapting-to-chaos/) Cint’s Matthew Braithwaite joined Michael Conte of Marist Poll to dive into some of the tricks of the trade. [Conferences and events](https://www.cint.com/blog/conferences-and-events/), [Market research](https://www.cint.com/blog/market-research/), [Political research](https://www.cint.com/blog/political-research/) - May 7, 2025 ## [Breaking barriers: Carving my own path](https://www.cint.com/blog/breaking-barriers-carving-my-own-path/) Read the winning entry from Elevate & Inspire, a competition run as part of our Women @ Cint India initiative. [Insights](https://www.cint.com/blog/insights/) - May 2, 2025 ## [Common problems, Cint solutions](https://www.cint.com/blog/common-problems-cint-solutions/) Let’s tackle your biggest research fielding hurdles—here’s how we do it. [About us](https://www.cint.com/blog/about-us/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - May 2, 2025 ## [Effective strategies for combatting fraud in the Restech industry](https://www.cint.com/blog/effective-strategies-for-combatting-fraud-in-the-restech-industry/) Fraud is an ongoing issue in the research and insights space. Here’s how buyers and suppliers can fight back. [About us](https://www.cint.com/blog/about-us/), [Insights](https://www.cint.com/blog/insights/), [Quality](https://www.cint.com/blog/quality/) - April 25, 2025 ## [How to optimize your survey design](https://www.cint.com/blog/12-best-practices-of-survey-design/) Survey design can have a dramatic impact on the quality of your research. Download our guide to find out how to improve survey experience for respondents and reduce drop-off rates. - April 18, 2025 ## [Getting to the point: Faster insights now for better outcomes later](https://www.cint.com/blog/getting-to-the-point-faster-insights-now-for-better-outcomes-later/) Ed Stone, Cint’s Director of Data Solutions & Measurement gives us the lowdown on how to do more with less in the ever-evolving measurement landscape. - April 16, 2025 ## [A full-stack guide to monetizing your audience](https://www.cint.com/blog/a-full-stack-guide-to-monetizing-your-audience/) Want to monetize your audience but don’t know where to start? Read on to get the lowdown. [About us](https://www.cint.com/blog/about-us/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - April 9, 2025 ## [Making the most of the industry’s biggest marketplace as a buyer](https://www.cint.com/blog/making-the-most-of-the-industrys-biggest-marketplace-as-a-buyer/) Discover how the Cint Exchange operates and why it could benefit your business. [About us](https://www.cint.com/blog/about-us/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - April 7, 2025 ## [Cint raises 596 million SEK to support new strategy](https://www.cint.com/blog/cint-raises-596-million-sek-to-support-new-strategy/) Cint CEO Patrick Comer discusses Cint’s recent successful Rights Issue [About us](https://www.cint.com/blog/about-us/), [Company culture](https://www.cint.com/blog/company-culture/) - April 3, 2025 ## [Soothing cross-platform measurement challenges for marketers in 2025](https://www.cint.com/blog/soothing-cross-platform-measurement-challenges-for-marketers-in-2025/) Christopher Pope, Senior Director, Data and Measurement at Cint talks us through marketer concerns and how to solve them. - April 1, 2025 ## [Making the most of the industry’s biggest marketplace as a supplier](https://www.cint.com/blog/making-the-most-of-the-industrys-biggest-marketplace-as-a-supplier/) Generate revenue and reward your members with ease by connecting to the world’s largest marketplace as a supply partner. [About us](https://www.cint.com/blog/about-us/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - March 17, 2025 ## [A practical guide to integrating Restech into your tech stack](https://www.cint.com/blog/a-practical-guide-to-integrating-restech-into-your-tech-stack/) Here’s how to boost your research practices with Cint. - March 14, 2025 ## [What is the difference between a brand tracker and brand lift study?](https://www.cint.com/blog/what-is-the-difference-between-a-brand-tracker-and-brand-lift-study/) Brand trackers and brand lift studies are valuable insights tools for measuring consumer sentiment about a brand. Let’s explore what makes these types of studies unique and how they can most effectively be applied to your needs. [Media measurement](https://www.cint.com/blog/media-measurement/) - March 14, 2025 ## [How to engage and retain diverse respondent supply](https://www.cint.com/blog/how-to-engage-and-retain-diverse-respondent-supply/) Survey research can’t happen without survey respondents. So how can panels and researchers ensure that respondents have a positive experience? [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/), [Thought leadership](https://www.cint.com/blog/thought-leadership/) - March 12, 2025 ## [Why is data quality so important when it comes to programmatic research?](https://www.cint.com/blog/why-is-data-quality-so-important-when-it-comes-to-programmatic-research/) Two experts explain why when you’re working with programmatic research, quality is key. [About us](https://www.cint.com/blog/about-us/), [Insights](https://www.cint.com/blog/insights/), [Quality](https://www.cint.com/blog/quality/) - February 14, 2025 ## [Are streaming habits reshaping the advertising industry?](https://www.cint.com/blog/are-streaming-habits-reshaping-the-advertising-industry/) Our latest report explores the relationship between streaming and advertisers ahead of 2025’s Upfronts. - February 7, 2025 ## [Fighting bots with bots: how to combat AI-driven fraud](https://www.cint.com/blog/fighting-bots-with-bots-the-importance-of-combating-ai-driven-fraud-with-advanced-technology/) Cint’s Jimmy Snyder, Vice President of Trust and Safety, and Shelby Downes, Senior Program Manager, discuss a range of approaches for taking action against the bots. [Quality](https://www.cint.com/blog/quality/) - February 5, 2025 ## [How can the market research industry act ethically in 2025?](https://www.cint.com/blog/how-can-the-market-research-industry-act-ethically-in-2025/) A panel of experts voice their opinion on how market research and insights professionals can foreground concerns around ethics in the year ahead. - February 5, 2025 ## [What are the challenges facing market researchers in 2025?](https://www.cint.com/blog/what-are-the-challenges-facing-market-researchers-in-2025/) A panel of experts voice their opinion on what difficulties insights professionals need to be aware of in the year ahead — and how best to approach them. [Industry trends](https://www.cint.com/blog/industry-trends/), [Market research](https://www.cint.com/blog/market-research/), [Thought leadership](https://www.cint.com/blog/thought-leadership/) - February 5, 2025 ## [Where will the market research industry take AI next?](https://www.cint.com/blog/where-will-the-market-research-industry-take-ai-next/) A panel of experts voice their opinion on how market research and insights professionals will continue to foreground automation in their methodological approach. [AI](https://www.cint.com/blog/ai/), [Industry trends](https://www.cint.com/blog/industry-trends/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/), [Thought leadership](https://www.cint.com/blog/thought-leadership/) - December 30, 2024 ## [Lucid Measurement 2024: a year of innovation](https://www.cint.com/blog/lucid-measurement-product-releases-recap-2024/) Read a recap of what we added to Lucid Measurement in 2024, and enjoy a sneak peek of where we’re going in 2025 [About us](https://www.cint.com/blog/about-us/), [Media measurement](https://www.cint.com/blog/media-measurement/) - December 24, 2024 ## [How has market research adapted to AI and synthetic data?](https://www.cint.com/blog/ai-synthetic-data-report/) Introduction Across the market research industry, more and more organizations and companies are using AI to speed up audience insights analysis. The reason is simple: AI can streamline previously lengthy processes. Formerly time-consuming work can now be done in seconds, with human beings on hand to ensure accuracy.  AI tools save time and money but… [AI](https://www.cint.com/blog/ai/), [Industry trends](https://www.cint.com/blog/industry-trends/), [Market research](https://www.cint.com/blog/market-research/) - December 23, 2024 ## [4 ways in-flight measurement can help stretch your marketing budget](https://www.cint.com/blog/4-ways-in-flight-measurement-can-help-stretch-your-marketing-budget/) Knowing how to prioritize your limited budget while increasing the impact of your digital advertising will make the difference between success and just getting by this year. [Media measurement](https://www.cint.com/blog/media-measurement/) - December 13, 2024 ## [Building the right tech partnerships: KFC U.S. and Cint’s ‘Finger lickin’ good’ recipe for success](https://www.cint.com/blog/building-the-right-tech-partnerships-kfc-and-cints-recipe-for-success/) At TMRE 2024 in Orlando, KFC’s Renee Reeves joined Cint’s Ryan Fletcher for a fireside chat on how building the right tech partnerships is the (not-so-secret) recipe for fostering a culture of innovation and setting your insights team up for success. [Conferences and events](https://www.cint.com/blog/conferences-and-events/), [Customer stories](https://www.cint.com/blog/customer-stories/), [Market research](https://www.cint.com/blog/market-research/) - December 11, 2024 ## [Surviving party season: CintSnap explores festive fatigue](https://www.cint.com/blog/surviving-party-season-cintsnap-explores-festive-fatigue/) Ready for a slew of parties, or dreading the prospect? Cint explores consumer attitudes toward a potentially massive month of social outings. [CintSnap](https://www.cint.com/blog/cintsnap/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - November 27, 2024 ## [Eat, shop, repeat: CintSnap delves into Thanksgiving consumer trends](https://www.cint.com/blog/eat-shop-repeat-cintsnap-delves-into-thanksgiving-consumer-trends/) We examine the relationship between Thanksgiving and one of the biggest sales events of the year, Black Friday Cyber Monday (BFCM). [CintSnap](https://www.cint.com/blog/cintsnap/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - November 20, 2024 ## [Preparing for 2025: Insights on marketing and data collaborations](https://www.cint.com/blog/preparing-for-2025-insights-on-marketing-and-data-collaborations/) In 2025, global advertising spend is predicted to surpass $1 trillion—a milestone so monumental it could stretch dollar bills to the sun and back. However, beneath this record-breaking number lies a complex reality: while data is abundant, marketers and agencies still face significant challenges in unlocking its full potential. A recent research collaboration between Lotame… [Connected data](https://www.cint.com/blog/connected-data/), [Industry trends](https://www.cint.com/blog/industry-trends/), [Insights](https://www.cint.com/blog/insights/), [Powered by Cint](https://www.cint.com/blog/powered-by-cint/), [Thought leadership](https://www.cint.com/blog/thought-leadership/) - November 20, 2024 ## [CintSnap survey uncovers 2024 holiday travel trends and the use of AI in travel planning](https://www.cint.com/blog/cintsnap-survey-uncovers-2024-holiday-travel-trends-and-the-use-of-ai-in-travel-planning/) As the festive season approaches, travelers worldwide are packing their bags for one of the busiest travel periods of the year – but not without a little help from technology.  If the idea of using AI as your personal travel assistant sounds appealing, you’re not alone. This year, holiday travel trends reveal not only a… [CintSnap](https://www.cint.com/blog/cintsnap/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - November 14, 2024 ## [John Lewis tops the tree in the Christmas ads anticipation stakes](https://www.cint.com/blog/john-lewis-tops-the-tree-in-the-christmas-ads-anticipation-stakes/) The advertising industry’s biggest few weeks of the year are here. What do UK viewers and consumers want from their Xmas ads? [CintSnap](https://www.cint.com/blog/cintsnap/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) - November 7, 2024 ## [How popular is the poppy in 2024?](https://www.cint.com/blog/how-popular-is-the-poppy-in-2024/) Ahead of Remembrance Day, Cint asks whether or not wearing a poppy is still a big deal in the UK. [CintSnap](https://www.cint.com/blog/cintsnap/), [Insights](https://www.cint.com/blog/insights/), [Market research](https://www.cint.com/blog/market-research/) [See All Blog Posts](https://www.cint.com/blog/) Notifications