Featured Research · System1 & TikTok · 2025
"The Long and Short (Form) of It" — Creative Effectiveness on TikTok
In this global whitepaper and webinar (in partnership with System1),
I shared findings from the most comprehensive study of short-form video creative
effectiveness to date: 887 ads, 92,000+ TikTok users, 8 markets, and 350+ in-market
studies. The core message for beauty brands: entertainment and distinctive branding
aren't in tension — together, they're the most powerful combination on the platform.
Dull ads don't just underperform; they actively cost you conversions.
Several measurement frameworks (Attention Robustness, Attentive Ratio, and Top
Performing Content Scoring) were developed by my team to extend the applicability of the study.
▶ Watch the Webinar →
Download the Whitepaper →
2.8x
brand image lift from high-entertainment ads
3x
brand image lift: creator ads with early branding
191%
brand awareness boost from sonic assets in first 2 seconds
39%
more attention paid to creator ads vs. traditional ads
Featured Research · WARC Advisory & TikTok · 2024
Short-Form Video: How to Supercharge Your Media Mix and Drive Full-Funnel Impact
Co-authored for WARC's LIONS Advisory series, this global whitepaper makes the case that
short-form video's most powerful — and most misunderstood — contribution to marketing
isn't reach or attention. It's brand building.
Drawing on cross-market evidence and primary research, I developed the central argument:
high-quality attention creates a qualitatively different environment for the transfer of
emotion in advertising. When attention is deeply engaged, brand affection is reset — and
that new affection becomes the anchor for all future brand experiences. For beauty brands
operating on TikTok, this isn't a media efficiency story. It's a brand-building imperative.
Read on WARC →
20%
brand recognition lift from adding TikTok to the media mix
1.7x
more likely to be the source of product discovery vs. other platforms
79%
of TikTok ad viewers expressed purchase intent 3 weeks after exposure
1.5x
incremental sales uplift when TikTok is paired with TV vs. other digital
Consumer Intent · MediaVillage
Fueling the Customer Decision Journey by Understanding Intent
Beauty consumers don't just shop — they move through a journey shaped by shifting mindsets.
This piece explores how Intent Scoring, developed with Northwestern University's Medill School,
decodes search language to reveal exactly where a shopper is in their decision process —
and what beauty brands should do about it.
Key insight: Consumers use more concrete language the closer they are to a purchase.
Identifying that moment is the key to connecting with them at the right time.
Read on MediaVillage →
Personalization · MediaVillage
Marketers Are Getting Personalization All Wrong
Personalization is the most talked-about strategy in beauty and CPG — and the most
misunderstood. Most brands confuse demographic targeting with genuine personalization.
This piece argues that true personalization requires understanding consumer mindset
in the moment, not just who someone is.
Key insight: Personalization is one of the most important initiatives in brand marketing
today — but few brands are doing anything significant with it, especially online.
Read on MediaVillage →
Visual Search · MediaVillage
When It Comes to Search, Pictures Are More Trusted Than Text
For beauty brands, this finding is foundational: consumers trust images over words.
Research from the Performics Intent Lab (in partnership with Northwestern University)
revealed that visual search is especially powerful during the evaluation stage — when
shoppers compare options and decide what to buy.
Key finding: 59% of consumers trust visual information more than text. Over 85% prefer
visual when shopping for fashion and lifestyle — a stat beauty brands cannot ignore.
Read on MediaVillage →
Social Trust · MediaVillage
It's About Trust: Consumers Signal a Shift in Social Media Preferences
Trust in social media is at historic lows — yet beauty consumers remain deeply
platform-active. This piece unpacks how usage is shifting across platforms and
what that means for beauty brands that rely on social and influencer channels
as their primary discovery and conversion engine.
Key insight: Consumers may be down on social media broadly, but usage is shifting —
creating a strategic opening for brands that invest in genuine platform credibility.
Read on MediaVillage →
Voice Commerce · MediaVillage
What Consumer Intent Says About the Growth of Voice Commerce
Voice-activated commerce is still finding its footing — but certain categories are
already well-suited to it. For beauty brands with strong repeat-purchase behavior,
voice represents an underutilized replenishment channel. This piece examines where
intent signals predict voice commerce adoption.
Key insight: Search has moved far beyond the traditional search bar. Brands need to
think of search as a behavior, not a channel — and plan for voice accordingly.
Read on MediaVillage →
Research Methodology · LinkedIn
Collateral Insights: Turning Performics Into a Consumer Insights Engine
The most valuable consumer insights often hide in plain sight — inside the operational
data generated by campaigns. This piece explains how I built a framework for extracting
"collateral insights" from activation data, creating a continuous intelligence engine
for understanding beauty and CPG consumer behavior at scale.
Key insight: Marketers have been chasing relevance — giving consumers exactly what
they ask for. That's necessary, but not sufficient. The next frontier is being genuinely
assistive, anticipating needs before they're expressed.
Read on LinkedIn →
Industry Leadership · ARF
Board of Trustees, Advertising Research Foundation
As a member of the ARF Board of Trustees, I help set the research agenda for one of
the industry's most important bodies — shaping how measurement, methodology, and
evidence standards evolve across advertising and media. A direct extension of the
same systems-thinking I've applied inside TikTok's global research program.
The ARF drives the standards that determine what counts as evidence in advertising —
from brand lift methodology to attention measurement to cross-platform effectiveness.
