AGILE RESEARCH SYSTEM - CONCEPT TESTING

Fast track the most promising concepts

Identify the concepts with the highest potential and shape them to maximize commercial success.

Your research questions answered

You’ve developed your concepts, find out whether they work for your audience, how to improve your concepts and get confident that these are the ideas with the highest commericial potential.

Which of my concepts generate most incremental growth?

How can I improve my concepts to maximize commercial success?

What is the right go to market strategy for this concept?

Activate the right ideas in the right way

PROVEN FRAMEWORK

Quickly identify commercial potential

Uncover concept potential amongst category audience and specific target groups to prioritize your options, with results within as little as 4 hours.

Powerful framework based on trial & breakthrough potential
Assessment & direction to easily identify routes to success
Fast, flexible filtering & real-time norms for target audiences

RICH DIAGNOSTICS

Optimize for success

Get rich consumer feedback & clear guidance on what to optimize and why from comprehensive diagnostics:

Open ended consumer feedback & auto-coded themes
Pack & selling messages heatmapped
Occasions, attributes & metrics like love, relevance etc

CO-CREATED WITH PROGRESSIVE BRANDS

Launch with confidence

Smart research methods, built in partnership with leading brands, gives you strategic direction for innovations & insights into incremental growth. Understand if your concept drives incremental revenue and explore all routes to consumer-driven category & franchise growth.

No.1 agile research platform

Great innovation comes from a process of continuous experimentation and iteration. No matter where you are in that process, we’ve got a system that helps you turn great ideas into great products.

Innovate with confidence

Smart research design built in partnership with leading brands gives you strategic direction for launch and insights into incremental growth.

Optimize for success

Rich diagnostics give you clear guidance on what to optimize and why. Our speed & value lets you be agile and iterate, leading to more successful innovations.

Get smarter over-time

Innovative platform that builds knowledge over time and gives you a head start for your next innovation

Super flexible

Combine tried & tested methods tailored with your business' knowledge. Flexible audiences, custom questions, slicing & dicing of your data on the fly.

Highest qualiy responses

ESOMAR & ISO certified suppliers combined with market leading quality checks.

Co-created with leading brands

Our research & data science experts work with leading brands to co-create solutions. To deliver research that is effective in the real world.

Learn more about our other innovation solutions

INNOVATION RESEARCH SYSTEM

Idea screening

WHY CUSTOMERS LIKE IT
- Prioritize the best ideas
- Refine with rich diagnostics
- Move fast without sacrificing depth
- Robust ranking methods

INNOVATION RESEARCH SYSTEM

Pack testing

WHY CUSTOMERS LIKE IT
- Identify the best design routes
- Optimize with rich diagnostics
- Understand real shelf performance
- In-context & System 1 methods

INNOVATION RESEARCH SYSTEM

Price research

WHY CUSTOMERS LIKE IT
- Understand price elasticity
- Identify acceptable price range
- Understand price perception
- Proven price research methods

HOW CAN ZAPPI INNOVATION SYSTEM HELP ME TO BE MORE AGILE?

With Zappi's agile research platform you can iterate your innovations and improve your stimuli based on rich consumer feedback — quickly & affordably — and you can check in with consumers as often as you like. We cover the whole innovation development journey with solutions from early to late stage.

We're also not content with the status quo. What worked yesterday may not work today. We’re always innovating to move with you. Our tech, solutions, quality and people will never stop improving.

WHY SHOULD I TRUST ZAPPI'S INNOVATION SYSTEM?

Our innovation research is designed to reflect real-world consumer behavior, leading to higher accuracy of responses. We anchor consumers in the context of the decision and reflect how they encounter new items in the marketplace (visuals first, streamlined messaging).

Zappi Innovation System has been developed by academic & commercial researchers with behavioral specialists and in collaboration with some of the world's most progressive innovators like PepsiCo, McDonald's, Reckitt, Colgate-Palmolive & Vodafone. It's not just an innovation test, it's a system that fuels design thinking and consumer empathy.

We're trusted by more than 300 customers and helped improve over 95,000 innovation ideas.

CAN I USE THE INNOVATION SYSTEM FOR PRODUCT RENOVATION & LOCALIZATION?

Yes! Our concept testing, packaging and pricing solutions have you covered no matter what. For example:

If you're running a full innovation development cycle starting with front-end idea development,
or you're looking to optimize an existing product,
or check product-market fit of a product from your global portfolio and localize to your market.

We've got your innovation development research needs sorted.

WHAT METRICS DOES ZAPPI INNOVATION SYSTEM USE?

At Zappi we have a range of metrics used across our innovation system — all designed to help brands maximize the growth potential from their innovation investments. While the metrics vary based on stage of development and stimuli, there are four groups:

Innovation potential predictors: Our proven framework of Trial Potential and Breakthrough Potential helps you assess the overall concept potential. Learn more.
Drivers of growth: Incrementality metrics and consumption dynamics. They help you explore different routes to incremental growth and ensure you minimize cannibalization of your portfolio.
Diagnostics: Open-ended responses, heatmaps, and metrics such as emotional response, relevance, brand fit, believability, clarity. They help you optimize your stimuli for success.
Custom metrics: You can add custom questions to any survey. You can also easily custom the reporting output too and choose if you want to look at means, top/bottom boxes etc.

WHO IS THE INNOVATION SYSTEM DESIGNED FOR?

Industries such as:

Consumer packaged goods (CPG, FMCG, SMCG) , Quick service restaurants (QSR), Telecommunications, Consumer Finance, Social Media, Software, Apps & eCommerce

This is where our expertise lies. However, we're able to tailor to any vertical should there be substantial interest.

Who uses this agile research system for advertising:

Designed with & for insights teams.
Used by insights teams: Insights Managers, Insights Directors, VP of Insights, Centers of Excellence
Acted on by marketing teams: advertising and brand managers, CMOs.