Autocoded

Refers to a free-text answer to an open-ended question in a survey that has been automatically coded, or assigned a category, theme, or numerical code by Zappi's automated process. This allows you to extract meaningful insights, by turning qualitative text into quantifiable data for patterns, trends, and sentiment analysis.

Autocoding

The automated process Zappi uses to analyzing open-ended survey responses (verbatims) by assigning categories, themes, or numerical codes to extract meaningful insights, turning qualitative text into quantifiable data for patterns, trends, and sentiment analysis.

Creative Potential

The Creative Potential Score is a summary measure which looks holistically at the potential of the idea to be translated into a successful finished execution.

Creative Potential score

The Creative Potential Score is a summary measure which looks holistically at the potential of the idea to be translated into a successful finished execution. It summarises whether the idea has potential to: Reach people by breaking through the clutter and bringing the brand to mind Resonate to hold attention, be relevant, relatable and make people feel good Create a response by making people more likely to consider and feel good about the brand.

Creative Power score

Creative Power summarises overall effectiveness of the creative. It summarises the ad’s ability to reach people (be noticed and remembered in association with the brand, making it more mentally available), resonate with people (make them feel something positive, so when the brand comes to mind, it is powerful and positive) and create the desired response (making people more predisposed to the brand for their next need or occasion). It provides a simple one number score of the ad’s effectiveness in making the brand come to mind powerfully and positively that can be used easily to rank ads, identify the strongest to learn from and benchmark yourself against.

Cultural Sensitivity question

The Cultural Sensitivity question asks the respondent to point out anything in your stim that might be offensive. If they answer yes, they are asked to explain. It can give you some insight into how consumers view your product or idea, and allows you to catch any issues before you go to market.

heatmap

A heatmap is a visual overlay on an image that uses color coding to show where users click or tap. "Hot" colors (red and orange) indicate high click volume, while "cold" colors (blue and green) represent areas with few or no clicks. Zappi uses heatmaps to help visualize areas that respondents most commonly like or dislike. They are accompanied by the open-ended answers to why the respondents liked or disliked something.

heatmaps

A heatmap is a visual overlay on an image that uses color coding to show where users click or tap. "Hot" colors (red and orange) indicate high click volume, while "cold" colors (blue and green) represent areas with few or no clicks. Zappi uses heatmaps to help visualize areas that respondents most commonly like or dislike. They are accompanied by the open-ended answers to why the respondents liked or disliked something.

Monadic

During a monadic survey, each respondent evaluates only one concept.

Sales Impact score

Sales Impact (SI) and Brand Impact (BI) scores are single metrics that predict advertising effectiveness by combining multiple performance measures into one weighted value. Each respondent receives an individual SI or BI score, which can then be aggregated and benchmarked

sequential

During a sequential survey, respondents evaluate multiple concepts one after another.

verbatim

A free-text response to open-ended survey questions.

verbatims

Free-text responses to open-ended survey questions.