Zappi Pack Test (limited use)

Zappi Pack Test is a screening solution that gives you a robust read on which of your products is the most likely to succeed in the market. One of the key takeaways you will receive from respondents is a color-coded chart that highlights specific areas of the product imagery that respondents clicked on.

Zappi Pack test is monadic, meaning that each of your ideas is evaluated by a separate group of respondents. This is the most reliable way to test products or packaging, as the respondents' reactions are not impacted by the context of your other ideas.

Key Measures

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

Zappi Pack Configuration Checklist:

• Audience: Custom Audience or Zappi Audience selected (list of available Zappi Audiences can be found on the platform)
• Stimulus (stimuli): JPG/PNG (height of 860 PX max) or text (up to 255 characters)
• Introductory Video: This is optional. You’re able to upload an introductory video 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.
• 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 the non-English market
• 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. 
• 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 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 

Configuration Walkthrough Video

Questionnaire flow and key metrics definitions: 

• 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. Asked 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 ad or concept is, on an 11 point scale.
• Emotions. Respondents are asked to select which emotions the product made them feel, and how strongly (low, mid, or high intensity).
• 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 type what they have liked and disliked about the product.
• 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 product they have just seen. This can be used to ensure that the correct benefits of the product are cutting through to consumers.
• Key Measures. They consist of the respondent’s rating over the measures of relevancy, uniqueness, believability, brand feeling (whether or not the product 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
  • Change your behavior
  • Follow the brand
  • Subscribe to the brand
  • Watch the show
  • Purchase the brand
  • Use the product
  • Download the product
  • Connect with the brand on social media
  • Consider the brand
  • Donate to the organization
  • Read about the brand
  • Use the brand
  • Visit the website
  • Consider the product
  • Visit the store
  • Use the app
  • Visit the brand's restaurant
• Suggestions for improvement. Respondents type in, any ideas they have on how to improve the product.

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

• Methodology Guide
• Concept writing tips and examples
• Demo Report
• Attributes list
• Unbranded pack testing with Zappi