The State of Creative Effectiveness: Social Video 🎥

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Learn how McDonald's has partnered with Zappi to build its test-and-learn approach to innovation, rather than a "test to earn a good score" approach.

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Why partner with us

Better research

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Get deeper

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Talk to us
How we can help

Advertising

Innovation

Brand tracking

Professional services

Advertising research capabilities

TV ads

Storyboards

Early campaign ideas

Digital ads

Innovation Research Capabilities

Idea screening

Concept testing

Pack research

Pricing research

AI Concept Creation Agents

Customer Success McDonald's Iterative innovation research with McDonald's

Learn how McDonald's has partnered with Zappi to build its test-and-learn approach to innovation, rather than a "test to earn a good score" approach.

Read Now
Zappi helps...

CPG

QSR & Dining

Finance

Telecommunications
Get inspired

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By content type

Customer stories

Podcast

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News

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Go deep

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Pricing

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Posts by Kim Malcolm, Isa Franzini & Kelsey Sullivan

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Connected insights: What they are and how to use them

August 19, 2026

Every consumer research project creates an opportunity for brands to learn. But what happens to those learnings once the project is over? Too often, the data from these consumer insights projects ...

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AdMiration: Cadbury Creme Egg’s “How do you eat yours?”

February 22, 2024

Each week, we’ll be analyzing consumers’ reactions to new and noteworthy ads from brands around the world to give you our 3-2-1 snapshot of the ad (3 facts, 2 learnings and 1 reflection) followed by ...

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Posts by Kim Malcolm, Isa Franzini & Kelsey Sullivan

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