Zappi Creative Audio
Zappi Creative Audio is a highly diagnostic solution for testing audio content to identify your strongest creatives, how they perform against competitors, and how to optimize them.
- Captures reactions to music and narration.
- Directly compare multiple ads on key measures for advertising success, including Behavior Change, Overall Appeal, and Brand Linkage.
- Get context for analyzing your scores by benchmarking against norms within your specified country, industry, or build your custom benchmarks from our database.
- Offers second-by-second emotional reactions to show which sections are most engaging.
- Understand how well your concept performs at communicating its intended benefits.
Zappi Creative Audio Configuration Checklist:
- Stimulus (stimuli): MP3 or AAC, length: up to 2 min.
- Behavior Change. Select one from a list of options (see the questionnaire for options). Select an action verb and noun from the lists of options (see the questionnaire for options). Answers the question “Based on everything you've heard, how likely would you be to [ACTION] the [NOUN]?”
- Attributes/Statements. Up to 20 in total Minimum of 2 and a maximum of 20 (Answers to the question “Which of the following statements do you associate most closely with the product 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
- Story Recall. Respondents type in the brand they think the ad is for. The brand is then revealed, and respondents then rate how strongly they think the ad fits the brand.
- Music & Narrator affinity (optional). Using a 10 point scale, respondents are asked: "How much do you like or dislike the narrator’s voice in the advert?" and "How much do you like or dislike the music in the advert?". Both scales are anchored by endpoints of ‘hate’ and ‘love’.
- Emotions. Respondents are asked to select which emotions the ad made them feel, and how strongly (low, mid, or high intensity) they were impacted by them.
- 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 ad they have just seen. This can be used to ensure that the correct benefits of the ad are cutting through to consumers.
- Overall appeal. This metric measures how much the respondent's overall like or dislike towards the ad or concept is, on an 11 point scale.
- Key Measures. They consist of the respondent’s rating over the measures of relevancy, uniqueness, believability, brand feeling (whether or not the ad changed the way they feel about the brand) on an 11 point scale.
- 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.
- 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
- 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 question. It prompts respondents to retell the ad’s narrative, recording what they have liked and disliked about it.