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.
Join us for our annual breakfast club event
This year at The Breakfast Club, we're exploring synthetic insights - one of the biggest shifts in consumer research. Consumer behavior is moving faster than traditional research can match, and audiences are more fragmented than ever. It's harder to keep up, let alone stay ahead.
On February 11, we'll dig into the possibilities (and limits) of synthetic. When trained on the right data, it's like having a consumer in the room when making decisions. But it's not a silver bullet - it only works when grounded in strong data and transparent standards.
You'll hear about the intersection between behavioral science and insights, see what leading brands are doing with synthetic, and learn where Zappi fits in this rapidly changing landscape.
What to expect
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8:00 - 9:00 AM | Breakfast & Networking
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9:00 - 9:15 AM | Welcome & Opening - Babita Earle and Aaron Kechley, Zappi
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9:15 - 10:00 AM | Keynote Speaker - Richard Shotton Exploring how behavioral science intersects with synthetic insight
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10:00 - 10:40 AM | Customer Panel with Sinead Jefferies, Zappi Insights leaders from Mars, PepsiCo Lipton, and MRS on how they're really approaching synthetic
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10:40 - 10:55 AM | Break & Networking
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11:00 - 11:25 AM | Zappi's Approach - Steve Phillips + Kim Malcolm Zappi's roadmap for human, synthetic, and hybrid insights
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11:25 - 11:50 AM | Picsart - Oli Mival How Picsart is using synthetic feedback to help creators test ideas at scale
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11:50 - 12:00 PM | Q&A
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12:00 - 12:05 PM | Closing - Babita Earle, Zappi
Who comes to the breakfast club?
Insights and marketing leaders from brands building or transforming their consumer insights functions. If you're figuring out how to understand your consumers better, faster, or smarter—you're in the right place.
Getting there
We’re hosting The Breakfast Club at The Bailey - 16 Old Bailey, London. When you arrive, head to the lower floor and follow the Zappi signs.
