Zappi Creative Static

Zappi Creative Static assesses the potential for in-market success, so you can learn how to drive business growth, build your brand, and encourage engagement.

Key measures

  • Measure emotional reactions to creatives
  • Capture open-ended feedback on the elements consumers liked or disliked
  • Check messaging cut-through
  • Assess the impact on behavior and brand perceptions
  • Heatmaps to understand areas that are most/least liked

Zappi Creative Static configuration checklist:

  • Stimulus (stimuli): JPEG or PNG (Max height 860)
  • Introductory text, video, or image (optional). Choose to upload an introductory text, video, or image to introduce respondents to the survey. Please know, that respondents will see this as the beginning of the survey so you should be sure that this video doesn’t include any content that would skew their answers.
  • Behavior Change. Select an action verb and noun from the lists of options (see the questionnaire for options). Answers the question “Based on everything you've seen, how likely would you be to [ACTION] the [NOUN]?”
  • Attributes/Statements. Minimum of 2 and a maximum of 20 (Answers to the question “Which of the following words or phrases do you associate closely with the ad you have just seen?”).

    You will have a list of attributes to choose from, which will be available for all non-English markets already translated. You can use your custom attributes which would need to be translated for non-English markets.
  • Key Messages. Enter the key messages for your stimulus, maximum of 4 (Answers to the question "How clearly does the ad communicate the following messages?").
  • Custom questions (optional, at an additional cost per question)
    • Select between single-choice, multi-choice, 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

Questionnaire flow and key metrics definitions: 

  • 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 ad is trying to tell you?"
  • Overall appeal. This metric measures how much the respondent's overall like or dislike towards the ad is, on an 11 point scale.
  • Emotions. Respondents are asked to select which emotions the ad 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 ad is for. The brand is then revealed, and respondents are encouraged to rate how strongly they think the ad fits the brand.
  • Likes and dislikes. It prompts respondents to retell the ad’s narrative and records what they have liked and disliked about it.
  • Messaging. A list of messages or attributes is configured at setup. On this question, respondents select which of these they associated most closely with the ad they have just seen. This can be used to ensure that the correct benefits of the ad are cutting through to consumers
  • Key Messages Clarity. Respondents are asked, "How clearly does the ad communicate the following messages?" Configure up to four answers - these are the key messages you're hoping the ad makes clear.
  • Key Measures. They consist of the respondent’s rating over the measures of relevancy, uniqueness, believability, and brand feeling (whether or not the ad changed the way they feel about the brand) on an 11 point scale. 
  • 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
    • 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
    • Read about the game
    • Play with the app
    • Follow the brand
  • Viral likelihood. Respondents are asked how likely they are to share the ad shown during the survey on Social Media networks and to rate that response on an 11 point scale. This measure’s response is an important indicator to estimate viral potential

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

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