Overview
The Zappi Concept Test helps you identify which concepts hold the strongest market potential and provides detailed feedback for optimization.
Monadic Testing: You can test one or multiple concepts at a time.
Key Benefits:
Compare multiple concepts using Lovers Score and Behavior Change.
Capture emotional reactions with rich verbatim responses to understand what consumers like/dislike and why.
Measure how effectively your concept communicates its intended benefits.
Configuration Checklist
Use this checklist to prepare your Zappi Concept Test assets before ordering.
Audience: Select a Custom Audience or choose from the available Zappi Audiences listed on the platform.
Stimulus (Stimuli): You can configure up to 10 image stimuli OR up to 10 text stimuli per single order.
Image specs: JPEG or PNG (Max height: 860 pixels).
Text specs: Up to 255 characters.
Tagging (Optional): Categorize your stimuli for better meta-analysis later. These can also be added after your test is live.
Attributes (Up to 20 total):
Choose from a pre-translated list for non-English markets, or
Use custom attributes (you must provide your own translations for non-English markets).
Behavior Change Sentence: Decide how you will fill in this core question:
"Based on everything you've seen, how likely would you be to [ACTION] the [NOUN]?" (See the options table below).
Custom Questions (Optional - Additional Cost):
Formats include single-choice, multi-choice, scale, open-ended, or grid.
You can optionally upload an image for each custom question.
For non-English markets, you must provide both the questions and answer options in English and the target foreign languages.
Configuration Walkthrough
[Insert Demo Video/Link Here]
Questionnaire Flow & Key Metrics
When a respondent views your concept, they will go through the following flow:
1. Interaction & Open-Ended Feedback
Heatmaps: Respondents click on the exact areas of the product they like most and least, leaving a comment to explain why.
Key Takeout: An open-ended question: "Other than making you more or less interested in the product/service, what is the main thing that this product is trying to tell you?"
Likes and Dislikes: A prompt for respondents to type out what they liked and disliked about the concept overall.
Suggestions for Improvement: Respondents share open-ended ideas on how to improve the concept.
2. Core Metrics & Brand Impact
Overall Appeal: Measures general like or dislike of the concept on an 11-point scale.
Emotions: Respondents select which emotions the concept triggered, and at what intensity (low, mid, or high).
Brand Recall & Linkage: Respondents type in the brand they think the concept is for. The brand is then revealed, and they rate how well the concept fits the brand.
Messaging: Respondents select which pre-configured attributes/messages they associate most with the concept to ensure key benefits are cutting through.
Key Measures: Respondents rate the concept on an 11-point scale across four pillars: Relevancy, Uniqueness, Believability, and Brand Feeling (how it changed their perception of the brand).
3. Behavioral Change
Respondents rate how likely they are to engage in a specific activity on an 11-point scale. You will configure this by choosing one Action and one Noun from the platform.
The most up-to-date options are on the platform, but standard combinations include:
| Action Options | Noun Options |
|---|---|
| Connect with, Consider, Donate to, Download, Follow, Play, Purchase, Read about, Subscribe to, Use, Visit, Watch | App, Brand, Brand's restaurant, Film/Movie, Game, Organization, Product, Service, Store, Show, Website |
Best Practices
Keep it concise: Keep your concept brief and clear so respondents grasp the important details instantly without making assumptions.
The Golden Rule: Aim for the length and clarity of an Amazon product description.
Additional Resources
If you are looking for any additional information, please check out the links below: