Fixed Norms
Overview
Fixed Norms provide a static, stable benchmark dataset that remains unchanged over an extended testing period. Unlike annually refreshed Curated norms and ever-changing Organic norms, they provide a rigid baseline for brands that require absolute, long-term consistency across historical datasets.
- Stability: Maintains unshifting statistical properties over time, ensuring your testing baseline does not alter mid-cycle.
- Controlled Evaluation: Prevents data from being impacted by rolling market changes, making them ideal for long-term tracking projects where shifting cultural or economic trends must be isolated.
- Limitations: Over time, fixed benchmarks risk anchoring critical decisions in outdated market realities as real-world consumer attitudes and advertising tones inevitably evolve. Consider referencing with a Curated or Organic norm.
User-defined norms
These are norms based on specific assets you've tested within your domain that you have applied tags to. This enables you to compare your results to your own historical performance. For example, you might compare assets with a particular theme, or celebrity appearance with any of your other tests that have the same tags, so you can analyze your performance based on those commonalities. In most Zappi tools with norms, the minimum number of stimuli required to view a user-defined norm is 2. The exceptions to this are:
- Amplify solutions = 20 minimum for percentiles, 2 minimum for mean scores
You can request a custom norm build from our Professional Services offering.
Specific Use Case Norms
Zappi offers a few norms for particular use cases listed below: