Case Studies

Gain Theory global CMO survey surfaced a creative measurement problem – with direct implications for budget and business impact.

Media gets audited. Creative runs on faith. Media measurement has always been rigorous. Advertisers can trace spend to reach, frequency, and increasingly, sales impact. Creative hasn’t kept pace. Most brands still rely on copy-testing built

Lippincott partnered with Bloomberg Media and NewtonX to find out what’s holding CMOs back, then put the insights in front of a room that could act on it.

The research revealed why CMOs feel confident about growth but not about what’s next, and gave Lippincott and Bloomberg Media the evidence to show the disconnect. Understanding how CMOs see their own role is core

Bain chose NewtonX to conduct the research behind a new metric for predicting B2B deal wins.

This metric stands apart because it focuses on decisions that actual buyers make in head-to-head comparisons… Likelihood to Buy turns growth from guesswork into precision, linking targeted actions directly to higher win rates and tangible

Supermetrics set out to measure marketing's AI adoption gap. The data proved it's deeper than anyone expected.

Signal vs. Noise: The hypothesis: Wasn’t AI supposed to fix this?

Ada set out to reframe the conversation around AI in customer service. The data made their case impossible to argue with.

A thesis that needed proof Ada's platform powers more than 550 AI agents at enterprises worldwide.

The clock on digital certificate management is running out. HID wanted to know if anyone was watching it

A quiet crisis in public key infrastructure (PKI) Digital certificates are what make secure communication on the internet possible.

How Pega used B2B executive insights to close the AI confidence gap

The cynicism wall: Why the C-suite stopped listening to vendors Pega supports the world’s largest organizations through massive infrastructure transformations.

NewtonX delivered AI-moderated qualitative interviews, and the findings directly shaped Coinbase's go-to-market strategy and product positioning for crypto partnerships.

Coinbase was interested in qualitative research with a hard-to-reach group: senior product and engineering decision-makers.

TikTok + NewtonX Quantify AI Automation Leadership in Advertising

93% of advertisers say AI automation makes them better at their jobs, and most expect ROI within a year.

Schneider Electric exposes America's hidden water crisis and calls for smart infrastructure action at Climate Week

As a global leader in sustainable infrastructure, Schneider Electric saw an urgent disconnect between awareness of water risks and the actions being taken to address them.

Pega demystifies Agentic AI and delivers a roadmap for enterprise adoption

As a leader in enterprise transformation, Pega saw a growing disconnect between enthusiasm for Agentic AI and actual readiness to adopt it.

Kolsquare Drives Industry Dialogue and Press Coverage with Creator Economy Report

NewtonX helped Kolsquare uncover the realities of content creation across Europe’s influencer economy Kolsquare needed credible creator insights to underpin an…

Brand Finance Completes AI-Moderated Investor Perception Study in the IT Services Space

Brand Finance needed to recruit a niche group of respondents on a hard deadline.

PR73 Bridges the Trust Gap for In-House Communications

The Hidden costs of the in-house communications "trust gap" In-house communications teams are often the voice of an organization, yet many face a hidden…

Airwallex + NewtonX Decode How to Scale Embedded Finance

Airwallex aims to provide clear guidance on embedded finance with real-world insights Embedded finance—where companies integrate financial services directly…

Kolsquare + NewtonX define the state of influencer marketing across Europe

Kolsquare and NewtonX equip brands with actionable influencer marketing insights.

NewtonX surveyed 160 verified senior leaders in 2 weeks, giving Ogilvy Consulting the hard data to expose why brand migration fails in M&A, and how to fix it.

Without a brand migration strategy, companies risk losing the advantages of the merger M&A activity is resurging, driven by sector growth and corporate synergies.

Amidst programmatic change, WARC partners with NewtonX to guide the ad industry

With billions lost in programmatic, marketers grapple with media inefficiencies and brand safety challenges—WARC shows the way forward.

C-suite insights advance Teradata's position in trusted AI

Business leaders believe AI is the future, but the path towards trusted AI is not so straightforward AI holds immense potential, but it has trust issues – in…

Transmission Elevates The B2B CMO in the Boardroom

CMOs are underrepresented on boards—why? The role of the CMO in B2B companies has evolved significantly in an era championing crossfunctional collaboration.

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“To lead in AI, brands need more than innovation, they need evidence. Partnering with NewtonX provided that proof. Their verified data and strategic insight helped us show, with confidence, how AI automation is reshaping advertising and marketing.”

Rachael Ryan

Head of Research & Insights — TikTok

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