Organic Norms
Overview
Organic Norms are made up of historical Zappi testing. This type of norm contains a very large amount of data that can be filtered by country, category, or by customer specific research and tagging. They are constantly evolving, since each new survey contributes to the overall norm.
Customer Norms
With Zappi, you can build up your data asset and tag the characteristics of your ideas, ads or products so you can learn and compare them over time.
You can create specific benchmarks of stimuli that you know have been successful in-market, or stimuli that share similar characteristics to each other. You can even benchmark when looking at sub groups you have predefined, like gender or age.
Customer Norms Use Case: This type of norm works best for comparing new ideas to your previous ideas that you know performed well in-market. You can also run tests on competitor’s ideas and compare your concepts to theirs.
Country and Category norms
You can compare your asset to a broader norm by filtering by country or country and category. This gives you an idea of how your asset performs compared to a wide range of assets from other brands.
Country Norms:
Using a country norm will compare your asset to any other asset tested in that country regardless of category. This gives you a view into how your brand or asset might compete against everything else trying to get the consumer’s attention. Consider using a Curated Norm if one is available for your country and solution, to gain more accurate insights.
Country/Category Norms:
Filtering down by country and category allows you to compare your asset among your competitors. Since the norm is a benchmark within your category, you can get an idea of how your asset compares with your competitors, but not necessarily how it might perform in the real market competing against brands outside of your category.
Charts View: Advanced norms
When reviewing and exporting your charts, this option enables you to define a custom selection of countries and categories to be included in a norm, to suit your needs.
For example, you may not have conducted sufficient studies in Colombia, to be able to build a country norm, so you might roll up those that you have done with any others you have done in neighboring Central American countries to create a custom norm that is more relevant to your products or advertisements than a global norm would be.
- Available for any solution with organic norms.