Skip to content
GET THE REPORT
Login / Register
Let's talk
Agile research system - idea screening

Bring your best ideas to the surface

Pre-screen a large pool with synthetic respondents, then screen your shortlist with real consumers.
Let's talk
Inno_screen_hero

Your research questions answered

More than 69,000 ideas tested by some of the most innovative global brands.
How can I narrow down a long list of ideas and find the winners?
Inno_screen_feature_long_list
What's driving the success of my best ideas?
Inno_screen_feature_drive_success
Which elements of the ideas do consumers like or dislike?
Inno_screen_feature_likes_dislikes

Find your best ideas quickly & efficiently

PRE-SCREEN AT SCALE

Get a first read on hundreds of ideas in minutes

Before you commit budget to human testing, run your full pool of early ideas through the Synthetic Idea Pre-Screener. Prioritize up to 300 ideas in one run

  • Results in 15 to 45 minutes, not hours

     

  • Validated against live human research, currently available for FMCG and QSR categories in the US and UK
Thumbnail-1
PRIORITIZE IDEAS EARLY

Bring your best ideas to the surface

Take the guesswork out of your early innovation process. Find which of your early ideas have the most potential. Learn about product ideas, early pack designs, flavors, logos, taglines and easily identify which ones are worth moving forward. Test a variety of image or text stimuli in 50+ markets within as little as 5 hours.
Inno_screen_screen_early_respondent_ranked
OPTIMIZE IDEAS

Refine your ideas from early on

Optimize your winners as you move forward. Understand which elements of your concept resonates with consumers through heat maps and open ended feedback. Drill down into specific feedback on each idea, including attribute association, advantage, distinctiveness, relevance, cultural sensitivity and other diagnostics.
Inno_screen_optimize_ideas_heatmaps
RANGE OF WAYS TO SORT IDEAS

Choose a proven method that best fits your needs

Pre-screen a large pool with synthetic respondents for a fast directional signal, narrow a shortlist down through easy sequential ranking with extra diagnostics, use a rigorous MaxDiff to pick the winner, or choose a TURF analysis to identify the best combination of elements to maximize your product reach.
Inno_screen_range_sort_TURF

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.
Inno_feature_card_innovative
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.
Inno_feature_card_optimize
Get smarter over-time

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

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

ESOMAR & ISO certified suppliers combined with market leading quality checks.
Inno_feature_card_quality
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.
Inno_feature_card_collab
Haleon measures brand impact of digital ad campaign in-flight Image
Customer Success Advertising
Haleon measures brand impact of digital ad campaign in-flight How Haleon measured the brand impact of live digital ads while the campaign was in flight.
Read the story
PepsiCo creates blockbuster holiday ad Image
Customer Success Advertising
PepsiCo creates blockbuster holiday ad How Walkers used Zappi Amplify TV diagnostics to improve a high-stakes holiday ad.
Read the story
PepsiCo fuels full-portfolio innovation Image
Customer Success Innovation
PepsiCo fuels full-portfolio innovation How PepsiCo used early-stage testing to identify seven winning snack innovations.
Read the story
How Wendy's found success in a busy time Image
Customer Success Innovation
How Wendy's found success in a busy time How Zappi helped Wendy's keep creative and innovation research moving during a team transition.
Read the story
Cheetos optimizes award winning Superbowl ad with Zappi Amplify TV Image
Customer Success Advertising
Cheetos optimizes award winning Superbowl ad with Zappi Amplify TV See how Cheetos made an ad that scored big at the Super Bowl and Cannes using Zappi Amplify TV to perfect their big idea and make it universally ...
Read the story
Vodafone Smart Tech's digital campaign success Image
Customer Success Advertising
Vodafone Smart Tech's digital campaign success How Vodafone used in-context testing to optimize a digital campaign for its Neo smartwatch.
Read the story
Clorox’s road to agile TV advertising with Zappi Amplify TV Image
Customer Success Advertising
Clorox’s road to agile TV advertising with Zappi Amplify TV How Clorox used agile TV ad testing to improve sales impact and long-term brand equity.
Read the story
Pernod Ricard proves it's possible to democratize insights Image
Customer Success Innovation
Pernod Ricard proves it's possible to democratize insights Get a behind-the-scenes look at how Pernod Ricard empowered marketing users to run their own creative research, freeing up the insights team to do ...
Read the story
SoFi fuels rapid ad experimentation with consumer data at the heart Image
Customer Success Advertising
SoFi fuels rapid ad experimentation with consumer data at the heart How SoFi used rapid consumer feedback to improve advertising effectiveness by 20%.
Read the story
PopCorners “Breaks into something good” in first-ever Super Bowl ad Image
Customer Success Advertising
PopCorners “Breaks into something good” in first-ever Super Bowl ad How PopCorners used consumer insights to optimize its first-ever Super Bowl ad.
Read the story
McDonald’s spots winning McFlurry flavors Image
Customer Success Innovation
McDonald’s spots winning McFlurry flavors How McDonald's used early-stage testing to identify winning McFlurry flavor concepts.
Read the story
New Wotsits Giants are a huge success Image
Customer Success Innovation
New Wotsits Giants are a huge success How Walkers used early-stage testing to identify and launch the successful Wotsits Giants.
Read the story
Innovating for good with UNICEF UK Image
Customer Success Innovation
Innovating for good with UNICEF UK How UNICEF UK used fast concept testing to launch a successful product in eight months.
Read the story
Reckitt’s digital transformation: Scaling at speed Image
Customer Success Innovation
Reckitt’s digital transformation: Scaling at speed How Reckitt scaled agile insights while empowering marketing and insights teams.
Read the story
PepsiCo creates innovation at speed with its insights partner ecosystem Image
Customer Success Innovation
PepsiCo creates innovation at speed with its insights partner ecosystem How PepsiCo built a faster, scalable innovation insights ecosystem with Zappi.
Read the story
How PepsiCo makes winning Super Bowl ads time and again Image
Customer Success Advertising
How PepsiCo makes winning Super Bowl ads time and again Learn how PepsiCo creates winning Super Bowl ads each year, using the Zappi Amplify Ad System to bring consumer insights into every step of the ...
Read the story
How Canva used consumer insights to scale their brand across six European markets Image
Customer Success Advertising
How Canva used consumer insights to scale their brand across six European markets How Canva validated TV ads across six European markets with Zappi Amplify.
Read the story
Balancing art and science: Turo's approach to creative testing Image
Customer Success Advertising
Balancing art and science: Turo's approach to creative testing How Turo used consumer testing to choose winning creative and drive market growth.
Read the story
How E.ON Next used consumer insights to stand out in the UK Energy Market Image
Customer Success Innovation
How E.ON Next used consumer insights to stand out in the UK Energy Market How E.ON Next used consumer insights to build a distinctive UK brand platform.
Read the story
How Tandy used packaging redesign to drive innovation Image
Customer Success Innovation
How Tandy used packaging redesign to drive innovation Tandy used consumer insights to validate critical innovation decisions - from packaging redesign to new product validation.
Read the story
How Supercell uses brand tracking to stay connected to players Image
Customer Success Brand
How Supercell uses brand tracking to stay connected to players Supercell, one of the world's top mobile gaming companies, needed a brand tracking partner that offered data transparency, speed, and self-service.
Read the story
Building an innovation pipeline with Reckitt Image
Customer Success Innovation
Building an innovation pipeline with Reckitt Discover how Reckitt and Zappi worked together to create a meaningful benchmark for the Intimate Wellness team to use to make decisions about which ...
Read the story
Johnsonville + Zappi Amplify: Creating more effective advertising Image
Customer Success Advertising
Johnsonville + Zappi Amplify: Creating more effective advertising How Johnsonville built winning ads with Amplify
Read the story
Iterative innovation research with McDonald's Image
Customer Success Innovation
Iterative innovation research with McDonald's How McDonald's built a faster test-and-learn approach to innovation with Zappi.
Read the story

Learn more about our other innovation solutions

Innovation Research Team Concept testing
Why Customers Like It
Prioritize the best ideas
Refine with rich diagnostics
Move fast with sacrificing depth
Robust ranking methods
Concept testing
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.

WHAT'S THE DIFFERENCE BETWEEN THE SYNTHETIC IDEA PRE-SCREENER AND SCREENIT?

The Synthetic Idea Pre-Screener uses AI-generated respondents to give you a fast, directional read on a large pool of ideas, so you know which ones are worth taking further. Screen It uses live human respondents to give you a diagnostic, defensible read on a shorter list, with the depth to explain why an idea works and what to do next. Most teams use the Pre-Screener first to narrow a large pool, then Screen It to develop the shortlist.

HOW ACCURATE IS THE SYNTHETIC IDEA PRE-SCREENER?

Validated against live human research, the Synthetic Idea Pre-Screener reliably separates meaningfully different concepts at the top and bottom of the pool, giving teams confidence to use it for an early, directional prioritization decision. It's designed to tell you which ideas merit a closer look, not to declare which ideas are proven winners.

WHICH MARKETS AND CATEGORIES DOES THE SYNTHETIC IDEA PRE-SCREENER COVER?

Currently FMCG and QSR categories in the US and UK, with more being added over time. Screen It's

human-respondent testing covers 50+ markets and is not limited by category.
Systems Innovation
Learn More
Why Zappi? Platform
Learn More