Meet ‘Ask Anything:’ Your go-to customizable survey solution

Staying ahead of the curve is more critical than ever for market researchers and consumer insights experts. Timely and accurate insights can make the difference between seizing a market opportunity and missing it entirely. 

Zappi's Innovation, Advertising and Brand Tracking solutions give you the insights you need to build, test and grow with confidence. But what about the ad hoc, unexpected or urgent questions that fall outside those frameworks?

That's where Ask Anything comes in. It's our flexible, DIY survey tool for the questions that don't quite fit the mold, so you can keep making consumer-centric decisions without missing a beat. Build your own survey, use survey logic to make it flow naturally for respondents, and get high-quality answers back in your Zappi platform, fast.

Unlock fast, reliable insights with Zappi's upgraded Ask Anything solution

Ask Anything solution gives you the flexibility to tailor your questions to your business needs and get actionable answers quickly. It's designed to help insight teams operate at the speed of their business and today's changing consumer, without compromising on research quality.

Customers use Ask Anything for a wide range of questions, from category and brand attitude and usage to pack, flavor, claims, menu, name, and logo tests. Here are a few recent examples that inspired us.

1. How a large CPG company adapted their seasonal candy offerings 

A large consumer products company needed to quickly understand consumer behavior and attitudes towards their seasonal candy products. They sought insights on specific types of candies such as candy corn for Halloween, candy canes for Winter holidays, and jelly beans for Easter. The goal was to gather detailed feedback on consumer satisfaction and preferences, including desired improvements like juiciness, size, softness, and variety.

Using Zappi's Ask Anything solution, the company conducted targeted surveys for each season and candy type. The customizable nature of Ask Anything allowed them to craft specific questions related to consumption behaviors and preferences. For example, the survey on jelly beans included questions about current satisfaction levels and potential improvements consumers wanted.

By leveraging Ask Anything, the company gained rapid and reliable insights into consumer preferences for their seasonal products. This information enabled them to make data-driven decisions to refine their candy offerings, ultimately enhancing customer satisfaction and driving sales during key seasonal periods.

2. How a major food products manufacturer quickly tailored their products

A major meat products manufacturer needed to quickly understand various aspects of consumer behavior related to their meat products. They wanted insights on how fat content influences purchasing decisions, usage patterns of smokers by consumers, and awareness of brand/product recalls.

The manufacturer utilized Zappi's Ask Anything solution to conduct several targeted surveys. They investigated consumer preferences regarding fat content in meat products, explored how smokers use their devices, and assessed the general population's awareness of product recalls. The flexibility of Ask Anything allowed them to swiftly gather relevant data on these varied topics.

The insights gained from Ask Anything provided the manufacturer with actionable data to improve product development and marketing strategies. Understanding consumer behavior regarding fat content helped them tailor their product offerings. Insights on smoker usage informed product innovation, while recall awareness surveys ensured better communication and safety measures.

3. How a large financial institution optimized its reward programs 

A leading banking institution needed to understand how consumers think about and use reward programs. They also wanted to optimize their app and website by understanding consumer expectations and preferences for various interface elements.

This financial services company leveraged Zappi's Ask Anything solution to conduct multiple surveys. They explored consumer thoughts on reward programs, asking detailed questions about preferences and usage. Additionally, they tested different app and website interfaces by showing users various versions and asking what they liked, disliked, and preferred. They also queried users on their expectations when interacting with certain elements, such as clicking a "learn more" button.

Using Ask Anything, the financial institution obtained valuable insights into consumer preferences for reward programs, helping them enhance their offerings. Feedback on app and website interfaces allowed them to optimize user experience, ensuring that the digital platforms were intuitive and aligned with user expectations. This comprehensive approach helped the institution improve customer satisfaction and engagement across their digital channels.

4. How a global spirits company evaluated the RTD opportunity for its established brands 

The ready-to-drink (RTD) alcoholic beverage category has grown rapidly in recent years, with native RTD brands like White Claw and High Noon gaining significant consumer attention. A global spirits company's RTD team wanted to understand whether two of its established spirits brands could grow effectively in this crowded space, and if so, how.

The company leveraged Zappi's Ask Anything solution to design and field a fully custom survey built around its specific strategic questions. Rather than running a standardized asset test, the team used the flexibility of Ask Anything to probe what mattered most, from flavor preferences to the role of spirits brand equity in RTD purchase decisions. The study included 500 interviews among past-three-month alcohol purchasers.

The insights gained from Ask Anything surfaced clear signals the team could act on. 80% of consumers said they like it when established spirits brands offer RTDs, citing trust and quality from the parent brand as the top reasons. Once consumers knew the two brands had RTDs, purchase intent reached 82% and 76% respectively, pointing to awareness, not perception, as the real growth lever. Flavor variety (43%) and taste (42%) emerged as the top purchase drivers across the category.

Why choose Ask Anything?

Speed and ease of use

One of the most compelling benefits of Ask Anything is its ability to deliver fast and reliable results. As a market researcher, you need to adapt swiftly to changing market conditions and emerging trends. With Ask Anything, you can configure and deploy your survey in minutes, ensuring you get the insights you need when you need them. This streamlined process saves you valuable time, allowing you to focus on analyzing the data and making informed decisions.

Flexible and customizable

Ask Anything offers flexibility, enabling you to ask any question in the format that best suits your research needs. Whether you need to understand seasonal behavior shifts, gauge reactions to current events, or explore new product or brand expansion opportunities, Ask Anything has you covered. The platform supports various question types and analysis methods, ensuring that your surveys are as dynamic as possible and get the level of insights your research demands.

The power of Survey Logic

Ask Anything includes survey logic, giving you the flexibility to design surveys that flow naturally, feel more coherent to respondents, and deliver more actionable insights.

1. Question routing: Skip or show questions based on earlier answers, so every respondent sees only what's relevant.

2. Answer piping: Carry a respondent's earlier answers into later questions. For example, ask which brands they bought last month, then ask which of those brands they'd try in a new flavor. Piping supports funnel-style sequences, including nested piping and routing from piped answers.

3. Content blocks: Add text, images, or video anywhere in the survey for context.

4. Flexible placement: Drag and drop questions to optimize the flow. 

5. Results and reporting: Your results arrive as clear, easy-to-read charts that look just like your other Zappi reports, so they're simple to understand and share. We automatically pull out the most common themes from written answers, so you don't have to read every response yourself. You can also filter your results to compare different groups of consumers.

All of this comes wrapped in a simpler, more intuitive interface that makes survey building smoother than ever. Making Ask Anything a comprehensive tool for modern market researchers.

How Ask Anything works: A simple step-by-step guide

Here's how you can get started with using Ask Anything:

1. Log in to Zappi: Navigate to the Solutions page. Scroll or use the search bar to locate and select Ask Anything.

2. Configure your survey: Follow the configuration screens through to checkout. Start by naming your project and choosing your market, product category, audience, and sample size. The default sample size is 200, and you can survey as few as 60 people. For US markets, the maximum sample size is 2,000, and for other regions, it's 1,000.

3. Choose your introduction: Select an introduction that shows text, an image, text and video, or nothing at all.

4. Create an open question: Formulate an open question to get unfiltered feedback on your topic. This supports data quality by encouraging genuine responses. Every survey includes at least one, at no extra cost, and you can place it anywhere in your survey.

5. Add survey logic: Show or skip questions based on earlier answers, carry answers forward into later questions, and reorder questions so your survey flows naturally.

6. Add custom questions: Add 10 custom questions within the quoted price, with the option to add more if you need them. Include questions about emotional response, attribute association, and actions to take. Write your own, or select from questions your team has already saved.

7. Preview and launch: Preview your survey as respondents will see it, download a PDF or share a link with your team. Then choose when to launch and how long to run it. Track progress from your homepage, and we'll email you when your results are ready.

Key benefits of Ask Anything

Easy configuration: Setting up your survey is a breeze with Ask Anything. The intuitive interface guides you through the process, from selecting your audience to crafting your questions. This ease of use means you can launch surveys quickly, without needing extensive training or technical support.

Fast and reliable results: Ask Anything is built for speed. Once your survey is live, you can expect rapid responses, allowing you to make timely decisions based on the latest data. This agility is crucial in today's competitive market landscape, where being first to act can provide a significant advantage.

Quality responses: At Zappi, we prioritize data integrity. Ask Anything incorporates advanced bot-detection strategies, open-ended quality checks, and respondent de-duplication to ensure you receive high-quality, reliable responses. You can trust that the insights you gather are accurate and reflective of your target audience.

Flexible questions, charts, and analysis: The flexibility of Ask Anything extends to its analysis capabilities. Customize your questions to suit your specific needs, and leverage a range of charts and analytical tools to interpret the data effectively. This versatility makes it easier to uncover meaningful insights and present them compellingly.

Embrace the future of market research with Ask Anything

In times when consumers are more skeptical, knowledgeable, and have higher expectations than ever before, the most consumer-centric businesses that align their success with consumers win.

Ask Anything stands out as a game-changing tool for market researchers and insights teams. Its customizable nature, combined with the new enhancements, ensures that you can gather the insights you need quickly and efficiently, without sacrificing quality.

Don't let slow, cumbersome research processes hold you back. Embrace the future of market research with Ask Anything and start making better-informed, consumer-oriented decisions today.

Get started now

Ready to experience the benefits of Ask Anything for yourself? Contact us to start using this innovative solution with your existing Zappi subscription. Stay ahead of the competition and operate at the pace of your business with Zappi's Ask Anything.