Screen It

Screen It is an early-stage screening tool for testing product ideas, logos, names, designs and more. It allows you to identify the ideas that work for your audience and optimize the best ones with consumer insights. It is part our It is part of the Zappi Innovation System so once you use Screen It, you can evolve your ideas further and iterate with consumers using our advanced concept testing tools such as Activate it Early, Activate it, based on the same framework.

Contents

• Jump to information below:
  • Key Details
  • Configuration
    • Configuration Checklist
    • Stimuli Guidelines
    • Selecting Stimulus Type
  • Questionnaire Flow
  • Reporting
    • AI Quick Reports
    • Standard Reporting

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. With Screen it, you may:

• Test a variety of ideas in 50+ markets within as little as 5 hours
• Screen up to 60 items (depending on market feasibility)
• Test a wide variety of stimuli, including early product ideas, logos, names, claims in image and text format
• Sequential ranking on chosen measure for easy insights-driven decisions - ability to choose from 10 key measures to rank on

Additional metrics measured on a scale of 1-5 to help you understand potential of your ideas:

• The key Zappi Innovation Framework metrics:
  • Behavior change (with the option to select what behavior you want to drive - e.g. purchase, consideration, usage)
  • Distinctiveness
  • Advantage
• Additional metrics & diagnostics:
  • Relevance
  • Believability
  • Attribute association

Screen It 2.0

• Our latest release with new features such as more choice of optional measures/metrics enabling a design more tailored to each user's needs, whilst keeping all the well-loved Screen It 1.0 features (since July 2024)

Screen it 2.0 has a number of benefits vs it's legacy predecessor, Screen It 1.0:

• Better diagnostics
  • Heatmaps OR Auto-coded likes & dislikes, now in a more user friendly format (combined, including deselect all button)
  • Cultural sensitivity questions added in the survey loop
• Increased flexibility - choose from 10 different metrics to rank on, available for tailoring
• Alignment with the Zappi Innovation System
  • Reporting experience / descriptions
  • Optional measures
  • 5pt rank scale
• Improved quality - respondent UI & rotation algorithm
• A smoother and more streamlined configuration experience

Screen It 1.0

• Available UNTIL 31-March-2025 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 and start using it already.
• After 31-March-2025 new studies can only be launched on Screen It 2.0 but users will still be able to access previous studies run on Screen It 1.0.
• Jump to more information below

Configuration

Easy Configuration

Our Beta configuration journey combines the Screen It Text tile and Screen It Image tile into one and makes the set up process more streamlined, saving you time. This is currently only available in Screen It 2.0 and we are working to roll this out across all solutions.

Note: if needed, you still have the option to access the old configuration journey.

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
• Which measure you would like to have respondents rank on - options include:
  • Appeal: Out of the following [stimuli type], which one do you find most appealing?
  • Behavior Change: Out of the following [stimuli type], which would you be most likely to [action]?
  • Believability: Out of the following [stimuli type], which one do you find most believable?
  • Distinctiveness: Out of the following [stimuli type], which do you find most distinctive?
  • Fit with Brand Impressions: Out of the following [stimuli type], which one fits best with your impressions of the [noun]?
  • Impact to Appeal: Out of the following [stimuli type], which one would make the [noun] most appealing?
  • Impact to Behavior Change: Out of the following [stimuli type], which one would make you most likely to [action] the [noun]?
  • Impact to Distinctiveness: Out of the following [stimuli type], which would make the [noun] most distinctive from others that you are aware of?
  • Meets Needs: Out of the following [stimuli type], which one meets your needs the most?
  • Relevance: Out of the following [stimuli type], which one do you find most relevant?
• Optional measures: Which will you be including in your project?
  • Attribute Association, Behavior Change, Distinctiveness, Advantage, Relevance, Believability,
  • 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
• Open ended diagnostic 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:

Questionnaire Flow and Key Metrics

• Ranking. A respondent will see a maximum of five (5) items that are tested. Respondents rank each of the items that they have been shown. They will see all five stimuli individually to begin, and will see them displayed together towards the end of the test as well.  
• Optional Measure Questions. One to six Optional Measures questions can be selected for the respondent to react to: 
  1. Attribute association
  2. Behavior change
  3. Distinctiveness
  4. Advantage
  5. Relevance
  6. Believability
• Diagnostic options:
  • Open ended likes & dislikes: respondents are asked to provide open ended feedback on what they liked and what they disliked about the items they rated the highest and the lowest.
  • Heatmaps: respondents are shown the items that they rated the highest and the lowest. They'll click on the areas that they like the most and the least and add open ended feedback.

Reporting

AI Quick Reports

AI Quick Reports is an auto-generated report available with the click of a button upon the completion of a Screen it survey. It provides a concise summary of results and diagnosis of why across the multiple stimuli tested - and is produced by combining human expertise in how to interpret and diagnose consumer responses from your survey with AI.

Standard Reporting

The Winners’ Summary: A digestible view of how each idea performs / ranks based on their rating for the selected key measure.

Optional Metrics: Choose a number of key metrics important to you and get a comparison of how each of your ideas is rated on these metrics. The optional metrics include Behaviour Change, Distinctiveness, Advantage, Relevance, Believability, and Attributes.

Heatmaps: Instantly see which areas of the top ranked stimulus is most and least liked and explore open ended feedback behind each of the areas.

Autocoded verbatims: The AI-based autocoding of verbatims creates a powerful interactive chart. This enables you explore the most prominent topics from responses to open-ended questions (likes & dislikes)

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

Concept writing tips and examples

Methodology Guide