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Agile research system - concept testing

Fast track the most promising concepts

Identify the concepts with the highest potential and shape them to maximize in-market outcomes.
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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?
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How can I improve my concepts to maximize commercial success?
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What is the right go to market strategy for this concept?
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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
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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
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CO-CREATED WITH PROGRESSIVE BRANDS

Predictive of in-market success

Smart research methods, built in partnership with leading brands to give you strategic direction for launch and insights into incremental growth. Proven to be predictive of in-market outcomes - products that show high trial on Activate It deliver on average 2.2 times higher in-market trial.
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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 results predictive of in-market outcomes.
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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.
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Get smarter over-time

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

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

ESOMAR & ISO certified suppliers combined with market leading quality checks.
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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.
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Learn more about our other innovation solutions

Innovation Research Team Idea screening
Why Customers Like It
Pre-screen large idea pools with synthetic respondents
Prioritize the best ideas for deeper testing
Refine with rich diagnostics
Move fast without sacrificing depth
Idea Screening
Innovation Research Team Pack testing
Why Customers Like It
Identify the best design routes
Optimize with rich diagnostics
Understand real shelf performance
In-context & System 1 methods
Pack & Price Testing
Innovation Research Team Price research
Why Customers Like It
Understand price elasticity
Identify acceptable price range
Understand price perception
Proven price research methods
Read more

Want to know more?

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.
Solutions Idea Screening
Learn More
Systems Innovation
Learn More
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