Screen It

Screen It is an early-stage screening tool for testing ideas, benefits, images, logos, taglines, static ads, and more. It is a ranking tool that is great for getting quick answers to a variety of questions.

Contents

Screen It 2.0 - New in May 2023!


Screen It 1.0

  • available for users that were Zappi customers BEFORE 30-May-2023. However we recommend all existing customers take advantage of the new features and benefits made available in v2.0
  • more information below

Screen It 2.0

Key Details

Screen it 2.0 is a sequential test, meaning that consumers will be comparing each of the items that are tested against each other instead of evaluating each item individually on its own merits. A respondent will see a maximum of five (5) items that are tested. They will see all five stimuli individually to begin, and will see them displayed together towards the end of the test as well. With Screen it, you may:

  • Screen up to 60 items (in the US & UK depending on feasibility)
  • Screen 20 items in 50 countries quickly and at a low price 
  • Measure for appeal, uniqueness, behavior change, and more
  • Test a wide variety of stimuli (including concept ideas, logos, names, and claims) in image and text format
  • Sequential ranking for easy insights-driven decisions at-a-glance
  • Auto-coding of verbatim, turning qualitative learning into quantifiable insight
  • Additional key measures help reach an understanding regarding key drivers and outcomes: additional measures include 
    • attribute association
    • distinctiveness
    • advantage
    • relevance
    • believability
    • behavior change

Screen it 2.0: Configuration Checklist

  • Audience: Custom Audience or Zappi Audience selected (list of available Zappi Audiences can be found on the platform)
  • Stimulus/stimuli: JPG/PNG (max 800 PX high by 1366 PX wide) or text (250 characters max)
  • Survey introduction statement: Short introduction (1000 characters max) of what the survey is about (i.e., "You are about to evaluate logos for a new brand.") 
    • For non-English markets, the statement needs to be in the local language
    • You also have the option to upload an image or video in addition to your intro statement
  • Optional measures: Which will you be including in your project?
    • Attribute Association, Distinctiveness, Advantage, Relevance, Believability, Behavior Change
    • For attributes, you may include up to 20 in total
      • You will need to provide translations for non-English markets
  • Likes and Dislikes options when testing Images: You have an option to choose autocoded and charted verbatims for your likes & dislikes questions, or heatmaps.
  • Custom questions (optional): at an additional cost per question. You will need to provide translations for non-English markets. Questions can take the following forms:
    • Grid
    • Scale
    • Open end
    • Multiple choice
    • Single choice

Pro tip! Custom questions in ScreenIt allow you to pipe in stimuli to the rows of a grid question, allowing you to get more precise answers from respondents about your ideas. When adding a custom grid question during configuration, use this toggle:

Selecting Stimulus Type

When configuring your test you will be asked to select the type of stimulus you are testing. You will see a pre-determined list of stimulus type, and it's important that you select the most relevant descriptor of your stimulus from the drop-down list:

  • Concept
  • Design
  • Idea
  • Message
  • Name
  • Product

Use the following grid to map your stimulus to the most relevant stimulus type:

Design Concept Message Idea Product Name
Design Concept Message Idea Product Name
Logo Flavor Claim Innovation idea
Image Flavour Advert Offer
Packaging Statement Promotion
Package Tagline Partnership
Pack design Advertisement Product idea
Pack Digital ad
Package design Tweet
Packaging design Headline
If your stim type is not in our pre-defined list, you can use the introduction page to provide respondents with the needed context. For example, if you are testing a package, you could select ‘Design’ and add the following survey intro:
"We are considering some new package designs and would like your opinion about them…."

Questionnaire Flow and Key Metrics Definitions

  • Ranking. Respondents rank each of the items that they have been shown 
  • Optional Measure Questions. One to six Optional Measures questions can be selected for the respondent to react to: 
    1. attribute association
    2. distinctiveness
    3. advantage
    4. relevance
    5. believability
    6. behavior change

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

Screen it 1.0

Key Measures

ScreenIt is a sequential test, meaning that consumers will be comparing each of the items that are tested against each other instead of evaluating each item individually on its own merits. A respondent will see a maximum of five (5) items that are tested, they will see all five stimuli individually to begin, and will see them displayed together towards the end of the test as well. With ScreenIt, you may:

  • Screen up to 80 items (in the US & UK depending on feasibility)
  • Screen 20 items in 50 countries quickly and at a low price 
  • Measure for appeal, uniqueness, behavior change, and more
  • Test a wide variety of stimuli (including concept ideas, logos, names, and claims) in image and text format
  • Sequential ranking for easy insights-driven decisions at-a-glance
  • Respondents can highlight or click on what they like or dislike to provide diagnostic feedback
  • Additional key measures help reach an understanding regarding key drivers and outcomes like purchase intent, uniqueness, and attribute association for each of your concepts

Screen it v1.0 Configuration Checklist

  • Audience: Custom Audience or Zappi Audience selected (list of available Zappi Audiences can be found on the platform)
  • Stimulus/stimuli: JPG/PNG (max 800 PX high by 1366 PX wide) or text (250 characters max)
  • Survey introduction statement: Short introduction (1000 characters max) of what the survey is about (i.e., "You are about to evaluate logos for a new brand.") 
    • For non-English markets, the statement needs to be in the local language
    • You also have the option to upload an image or video in addition to your intro statement
  • Optional measures: Which will you be including in your project?
    • Believability, Uniqueness, Attributes, Behavior Change, Relevance
    • For attributes, you may include 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 non-English markets
      • You can use your own custom attributes, but you will need to provide translations for non-English markets
  • Custom questions (optional): at an additional cost per question. You will need to provide translations for non-English markets. Questions can take the following forms:
    • Grid
    • Scale
    • Open end
    • Multiple choice
    • Single choice

Pro tip! Custom questions in ScreenIt allow you to pipe in stimuli to the rows of a grid question, allowing you to get more precise answers from respondents about your ideas. When adding a custom grid question during configuration, use this toggle:

Configuration Walkthrough Video

Questionnaire flow and key metrics definitions

  • Appeal Ranking. Respondents drag and drop each of the items that they have been shown onto a 10 point scale.
  • Optional Measure Questions. One to five Optional Measures questions can be selected for the respondent to react to: 
    1. How relevant is this concept to you?
    2. How unique and different is the concept?
    3. How believable were the claims made in the concept?
    4. Attribute association: Write a list of attributes when you set up your survey or choose from some of our suggestions. Respondents can select any number of these attributes that they associate with each item.
    5. How likely would you be to [insert action] the [insert descriptor]?
  • Heatmap or Image Highlighter. Respondents are shown the items that they rated the highest and the lowest. If an image was shown, they'll click on the areas that they like the most and the least. If text was shown instead, they'll highlight the words, sentences, or parts of sentences they like the most and the least.

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

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