The Customer Is Always Right: Why Building an Audience Is the Centerpiece of Good Research

Traditionally, market research involved extended time in direct conversation with consumers, but a lot has changed since the advent of online research options. Researchers might find that much of the conversation at conferences and in online articles revolves around the...

/ August 6, 2018

The End of Marketing Analytics as We Know It: A New Way to Measure and Optimize Your Marketing Strategy

The job of marketers is to attract new customers. Simple. But 60% of marketers create one new piece of content every day. In the hurried age of social media and up-to-the-minute analytics, some can’t see the forest for the trees....

/ July 20, 2018

Zappi’s Brand Is Changing: A Message For Our Users and Partners [Truncated]

Our goal has always been to help businesses make better decisions by using the voice of the consumer. So far, we’ve welcomed prominent Fortune 100 brands as customers, developed 25 new solutions in-house, and scaled what we do globally. However,...

/ July 16, 2018

Think Like the Innovators at Zappi Insiders: Technology’s Role in Empowering Insights Professionals

On a warm summer’s afternoon in London, 60+ research innovators and enthusiasts gathered at the Tate Modern’s sunny East Room for our first exclusive European Insiders event.  The landmark was first built to illuminate London. Now, it serves as a...

/ July 10, 2018

How Smart Research Helps Make Fast Food Exciting, Original, and Profitable: Six of the Best and Worst Menu Variations

The speed and price of fast food were, for a short while, enough to satisfy the population. Despite selling 75 hamburgers every second, the simpler days of McDonalds’ original menu are over: cheeseburger, hamburger, fries with that? Customers want variety:...

/ June 21, 2018

Video Feedback: How VoxPopMe’s ‘Human Factor’ Helps Reinforce The Decision-Making Process

Do you ever feel as if the respondents to market research surveys are faceless non-entities? You can’t picture them, you can’t imagine identifying with them, and by the time you know what they think, they’ve long since become ones and...

/ May 3, 2018

How to Put Customers at the Center of Your Ads and Optimize Across Media Channels

A recent AdReaction study from our partner, Kantar Millward Brown, found that integrated and customized ad campaigns are 57% more effective. According to this study, consumers feel that over 25% of advertising campaigns suffer a messaging disconnect when promoted on...

/ March 15, 2018

4 Ways Insights Professionals Can Help Their Organizations Grow

Zappi officially launched their Zappi Insiders program on the coat-tails of an exclusive dinner at Eleven Madison Park after The Quirks Event in NYC. The program is designed with the hopes of fostering an environment of growth and collaboration among...

/ March 12, 2018

Naming New Products Isn’t As Easy As It Looks: 12 Examples of The Good, The Bad, And The Ugly

Many new product names aren’t tested thoroughly enough, if at all. 80% of each year’s 30,000 new consumer products fail and inefficient brand building is partly to blame. You might be familiar with the usual process: marketers rely on hunches...

/ March 9, 2018