Zappi Concept Test

Zappi Concept Test helps you to understand which concepts have strong market potential as well as provide detailed feedback for optimization. It's a monadic test, which means you can use it to test one or more concepts.

Key Measures

  • Compare multiple concepts with ‘Lovers Score’ and ‘Behavior Change’
  • Measure emotional reactions, with rich verbatim responses, and get detailed feedback regarding what consumers like and dislike, and why
  • Understand how well your concept performs at communicating its intended benefits

Zappi Concept Test Configuration Checklist:

  • Audience: Custom Audience or Zappi Audience selected (list of available Zappi Audiences can be found on the platform)
  • Stimulus (stimuli): JPEG or PNG (Max height 860 pixels) or text (up to 255 characters). You can configure up to 10 image stimuli or up to 10 text stimuli on a single order.
  • Tagging: Tagging your stimuli allows for better organization of your stimuli and meta-analysis of your concepts later on. Don’t worry if you can’t think of your tags now, they can always be added later.
  • Attributes: Up to 20 in total:
    • You will have a list of attributes to choose from, which for non-English markets are available to you already translated
    • You can use your own custom attributes, but you will need to provide translations for non-English markets
  • Behavior change: How will you fill in this sentence?:
    • "Based on everything you've seen, how likely would you be to [ACTION] the [NOUN]?"
  • Custom questions (optional): at an additional cost per question. You will need to provide translations for non-English markets. Questions can take the following forms: single-choice, multichoice, scale, open-ended or grid.
    • Possibility to upload an image for each custom question (optional)
    • For the non-English markets, please have questions and answer options ready in English and foreign languages

Configuration walkthrough

Questionnaire flow and key metrics definition

  • Heatmaps. Respondents click on the areas of the product that they like the most and the least. For each area that they click on, they are asked to enter a comment explaining what they liked or disliked about it. 
  • Key takeout. Respondents are asked the following as an open-ended question: "Other than making you more or less interested in the product/service, what is the main thing that this product is trying to tell you?" 
  • Overall appeal. This metric measures how much the respondent's overall like or dislike towards the concept is, on an 11 point scale.
  • Emotions. Respondents are asked to select which emotions the concept made them feel, and how strongly (low, mid, or high intensity) they were impacted. 
  • Brand recall and Linkage. Respondents are asked to type in the brand they think the concept is for. The brand is then revealed, and respondents are encouraged to rate how strongly they think the concept fits the brand.
  • Likes and dislikes question. It prompts respondents to type in what they liked and disliked about the concept. 
  • Messaging. A list of messages or attributes is configured at setup. On this question, respondents select which of these they associate most closely with the concept they have just seen. This can be used to ensure that the correct benefits of the concept are cutting through to consumers
  • Key Measures. They consist of the respondent’s rating over the measures of relevancy, uniqueness, believability, and brand feeling (whether or not the concept changed the way they feel about the brand) on an 11 point scale.
  • Suggestions for improvement. Respondents type in, any ideas they have on how to improve the concept. 
  • Behavioral Change. This question asks how likely respondents are to engage in an activity that is configurable, on an 11 point scale. The activities available are: 
    • Purchase the product
    • Visit the brand's restaurant
    • Use the app
    • Visit the store
    • Consider the product
    • Visit the website
    • Use the brand
    • Read about the brand
    • Donate to the organization
    • Consider the brand
    • Connect with the brand on social media
    • Download the product
    • Use the product
    • Purchase the brand
    • Watch the show
    • Subscribe to the brand
    • Follow the brand
    • Change your behavior

Best practices

When using Zappi Concept you want to keep your idea brief and clear so a respondent gets all the important information without needing to make assumptions. Try keeping it to the length of a product description on Amazon. 

If you are looking for any additional information, please check out the links below:

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