Zappi Launches Zappi Early Concept, a New Early-Stage Concept Test, at Quirk’s Brooklyn

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Zappi Early Concept Was Developed with PepsiCo and Tested with Several Large Consumer Brands to Offer Better Early-Stage Product Evaluation

Zappi
Zappi Early Concept has already made an impact on our business, giving us an earlier view of incremental opportunities and delivering a more nuanced understanding of our consumers.

Zappi, the ad and innovation testing platform built by brands for brands, today announced the launch of Zappi Early Concept at Quirk’s Brooklyn. This is the first of a number of solutions that are being designed and built via Zappi’s ground-breaking partnership with PepsiCo.

Zappi Early Concept is a genuine industry first. It rapidly determines the opportunity profile of different concepts — breakthrough, refresh or emergent for future development. It was borne from insight practitioners long-held frustration that existing methodologies were no longer fit for purpose and perpetuated refresh innovation rather than driving incremental opportunities. Established consumer brands need new tools to bring strong innovation to market quickly and compete with agile disruptor brands.

The methodology was two years in development with rigorous testing by several large consumer brands and further validated by behavioral researchers at a top university. This tool is part of Zappi’s ethos of creating automated solutions to overcome current challenges — unprecedented category disruption, modern-day consumers and legacy processes. The Zappi approach is to work directly with ambitious insight thinkers who are on the cutting edge of challenging market dynamics.

With Zappi Early Concept, trial versus breakthrough potential is facilitated by contextual interviewing of the largest sample size in the industry via a mainstream as well as an early adopter cohort. The online reporting interface makes it easier for insight leaders to categorize large volumes of product concepts and effectively steer the development process.

“We can no longer win by simply focusing on a few big bet, scaled innovations. We need many different types of innovation to win in the marketplace, from big bets to refresh to customer-focused innovation, through to incubation,” says Ciara Dilly, vice president of transform brands and innovation at PepsiCo Foods North America. “Zappi Early Concept has already made an impact on our business, giving us an earlier view of incremental opportunities and delivering a more nuanced understanding of our consumers.”

Zappi Early Concept is now integral to PepsiCo’s systematic early innovation testing internationally and is supported by a robust and growing norms database.

Katie O’Connor, head of solutions at Zappi, added “Current innovation testing doesn’t align with strategic aims. The Zappi Early Concept quadrant framework will help businesses make better decisions to capitalize on innovation opportunities rapidly.”

Zappi Early Concept gives brands:

  • Access to 600 high-quality respondents, 3x times bigger than industry competitors with the best cost-per-interview in the market
  • Targeted consumer group breakdown with the ability to assess early adopters as well as mainstream audiences
  • Multi-market availability
  • Intuitive chart outputs that give clear recommendations to position, grow or deprioritize innovations

Steve Phillips, Zappi’s chief executive officer, is excited by the new partnership and the resulting efforts. Of the partnership, he said, “Combining Zappi’s expertise with the talent and experiences of leading consumer brands has proven invaluable in creating Zappi Early Concept to fully address issues with the current early testing model.”

For more information about Zappi Early Concept, visit https://www.zappi.io/web/.

ABOUT ZAPPI
Zappi is the ad and innovation testing platform built by brands for brands. Whether you want to screen initial creative/product ideas, guide your go-to-market plan, or optimize at any point of the process, Zappi has a solution co-built with some of the best consumer brands on the market. In Zappi’s platform, your insights grow more valuable the more you test and learn. To find out more, visit https://www.zappi.io/web/.

MEDIA CONTACT
Katie Sweet
katie.sweet@zappistore.com

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Katie Sweet
Zappi
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