Zappi Optimize Rank

Zappi Optimize Rank uses an expert-led ranking technique to detect the most powerful items that will make your concept take off.

Key Measures

  • Flexibility to rank a wide variety of stimuli including packshots, ideas, claims, flavors, ingredients, taglines, etc.
  • Simple and intuitive output, which can be manipulated for deeper analysis. 
  • Make the best choices running complex analysis and gleaning respondent-level scoring. Cut your data by sample or custom question measures for deeper granularity.
  • Expert-led configuration, with recommended sample sizes and robust MaxDiff survey design algorithm

Flexible configuration on the Optimize Suite

With the Zappi Optimize Suite you tailor your projects by choosing the metric with which you want to run your rankings against (rank by appeal, behavior change, believability, relevance, meet needs, impact to appeal, impact to behavior change, fit with brand impressions).

Utility Score: how we calculate it

To calculate the Utility Score in Optimize Rank, we use an average rank method. To do this, we count how many times a respondent codes each stimuli as the best, how many times they code each stimuli as the worst, and how many times they don’t code the stimuli at all. We then assign values to each stimuli at a respondent level according to the above.

We then calculate an average score per stimuli per respondent. This is known as the ‘raw max diff score’.

  • This is then indexed against the respondent’s mean across all stimuli, to create an indexed MaxDiff score per stimuli for each respondent.
  • The mean of these indexed max diff scores across all respondents is the utility score.
  • Finally, the mean score for each stimuli across all respondents is normalized as a percentage of the top-performing stimuli, to provide the Rank output and % shown on the chart.

Testing Process:

  1. A user uploads between 5 and 50 stimuli, with an optional survey ‘primer’ (e.g. a video, an image, and/or a statement).
  2. From this information, the Zappi platform uses an algorithm to calculate the optimal sample size and survey design to enable an optimal analysis.
  3. Respondents see up to 11 exercises (screens); they are asked to select the most and least favorite from a selection of five stimuli, as determined by the algorithm (Best-Worst Scaling).

Each respondent sees all stimuli at least once. As the number of stimuli increases, the number of combinations increases exponentially. Because we believe in keeping surveys short, we don’t expose any respondent to more than 11 exercises (screens). Thus, to meet the requirements of serving all 5 stim combinations in an order, we need more respondents.

Zappi Optimize Rank Configuration Checklist:

  • Audience: Custom Audience or Zappi Audience (list of available Zappi Audiences can be found on the platform)
  • Metric to rank against: Choose the metric you'd like to run your rankings against and select it in configuration:
    • Appeal
    • Impact to appeal
    • Behavior change
    • Impact to behavior change
    • Believability
    • Relevance
    • Meets needs
    • Fits with brand impressions
  • Stimuli Type, Offering, and Category will get piped into the introduction of the survey
    • Stimuli Type (text or image-based): packshots, ideas, claims, flavors, ingredients, taglines, etc.
    • Type of Offering: Service or Product
    • Category: Select from available categories on the Zappi platform
      • This study is about some different [STIMULI TYPE] for a [CATEGORY] [PRODUCT or SERVICE]
        • Example: This study is about some different [FLAVORS] for a [CIDER] [PRODUCT]
  • Stimulus/stimuli:
    • 5-50 text or image based stimuli
    • Text-based stim can have up to 255 characters per variety
    • Sample size, cost, and fieldwork time will increment as you add more varieties
  • (Optional) Survey introduction statement: Short introduction of what the survey is about (Video & Text, Image & Text, Text Only, None)
    • For non-English markets, the statement needs to be in the local language.
  • 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.
  • Custom questions (optional for an additional cost): You will need to provide translations for non-English markets. Questions can take the following forms:
    • Grid
    • Scale
    • Open-end
    • Multiple choice
    • Single choice

Choosing the metric you need

Optimize Rank will let you choose the metric you need to run your rankings against:

Metric Question
Appeal Which of the [type of stimuli] below do you find most appealing and least appealing?
Impact to appeal Which of the [type of stimuli] below would make the [item] most appealing and least appealing?
Behaviour Change Which of the [type of stimuli] below would you be most and least likely to [action]?
Impact to Behaviour Change Which of the [type of stimuli]  below would make you most and least likely to [action] the product?
Believability Which of the [type of stimuli] below do you find most believable and least believable?
Relevance Which of the [type of stimuli] below do you find most relevant and least relevant to you personally?
Meets needs Which of the [type of stimuli] below meet your needs the most and least?
Fits with brand impressions Which of the [type of stimuli] below fits best and fits worst with your impressions of the product?

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

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