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Agile research system - pack testing

Make your packaging the best sales person

Create packaging that stands out on shelf, works for your brand, and makes shoppers choose your product in a split second.
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Your research questions answered

The right packaging design can make the difference between a successful product and one that gets overlooked.
Which of my pack design routes have the most potential to stand out and drive purchase?
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How can I improve my pack designs to maximize their impact?
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How do the packs perform on shelf and fit with brand?
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Identify & optimize your winning pack ideas

AI QUICK REPORTS

Stakeholder-ready reporting in minutes

Turn results into clear direction — fast. AI Quick Reports surface the key takeaways, implications, and story behind your pack’s performance, so teams get to the “so what” without digging through charts.
COMPREHENSIVE PACK ASSESSMENT

Quickly identify winning design routes

Identify the best designs early on, within hours. Get a holistic assessment of all aspects that drives in-market success of your packaging:

  • Does your pack get noticed: distinctiveness, in-context stand out and findability
  • Does your pack drive purchase: purchase likelihood, appeal, in-context purchase choice
  • Is your pack on brand: brand recall and brand diagnostics
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RICH DIAGNOSTICS

Optimize for success with rich diagnostics

Get rich consumer feedback & clear guidance on what to improve & why with a 360' assessment of the package & comprehensive diagnostics.

  • Heatmaps: Find the best & worst parts of your pack and why
  • Emojis: Understand system 1 emotional response
  • Message recall & Improvement ideas: AI-summarized open-ended feedback
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COMPETITIVE CONTEXT

Get a real read on shelf performance

Our pack test evaluates your pack in the context of competitive products. Get an on-shelf read on stand out, findability, spontaneous and prompted brand recall, and reason for purchase choice — for both your pack and competitors.
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THE RIGHT BRANDING

Make sure your pack works for your brand

Go beyond attention and appeal. Get a clearer read on whether your packaging reinforces the right brand signals — and builds recognition, not confusion.

  • Brand Recall: spontaneous and prompted
  • Distinctive Brand Assets: Recognition of key brand cues
  • Brand diagnostics: brand linkage, feeling, believability and attributes
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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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Helping the most progressive brands innovate

Design thinking: Make a greater impact with your packaging
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Learn more about our other innovation solutions

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Move fast without sacrificing depth
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Innovation Research Team Concept testing
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Innovation Research Team Price research
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Understand price elasticity
Identify acceptable price range
Understand price perception
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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.
Systems Innovation
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Why Zappi Platform
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