Zappi Concept Test helps you to understand which concepts have strong market potential as well as provide detailed feedback for optimization. It's a monadic test, which means you can use it to test one or more concepts.

Key Measures

• Compare multiple concepts with ‘Lovers Score’ and ‘Behavior Change’
• Measure emotional reactions, with rich verbatim responses, and get detailed feedback regarding what consumers like and dislike, and why
• Understand how well your concept performs at communicating its intended benefits

Zappi Concept Test Configuration Checklist:

• Audience: Custom Audience or Zappi Audience selected (list of available Zappi Audiences can be found on the platform)
• Stimulus (stimuli): JPEG or PNG (Max height 860 pixels) or text (up to 255 characters). You can configure up to 10 image stimuli or up to 10 text stimuli on a single order.
• Tagging: Tagging your stimuli allows for better organization of your stimuli and meta-analysis of your concepts later on. Don’t worry if you can’t think of your tags now, they can always be added later.
• Attributes: 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
• Behavior change: How will you fill in this sentence?:
  • "Based on everything you've seen, how likely would you be to [ACTION] the [NOUN]?"
• 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: single-choice, multichoice, scale, open-ended or grid.
  • Possibility to upload an image for each custom question (optional)
  • For the non-English markets, please have questions and answer options ready in English and foreign languages

Configuration walkthrough

Insert Demo

Questionnaire flow and key metrics definition

• Heatmaps. Respondents click on the areas of the product that they like the most and the least. For each area that they click on, they are asked to enter a comment explaining what they liked or disliked about it.
• Key takeout. Respondents are asked the following as 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?"
• Overall appeal. This metric measures how much the respondent's overall like or dislike towards the concept is, on an 11 point scale.
• Emotions. Respondents are asked to select which emotions the concept made them feel, and how strongly (low, mid, or high intensity) they were impacted.
• Brand recall and Linkage. Respondents are asked to type in the brand they think the concept is for. The brand is then revealed, and respondents are encouraged to rate how strongly they think the concept fits the brand.
• Likes and dislikes question. It prompts respondents to type in what they liked and disliked about the concept.
• Messaging. A list of messages or attributes is configured at setup. On this question, respondents select which of these they associate most closely with the concept they have just seen. This can be used to ensure that the correct benefits of the concept are cutting through to consumers.
• Key Measures. They consist of the respondent’s rating over the measures of relevancy, uniqueness, believability, and brand feeling (whether or not the concept changed the way they feel about the brand) on an 11 point scale.
• Suggestions for improvement. Respondents type in, any ideas they have on how to improve the concept.
• Behavioral Change. This question asks how likely respondents are to engage in an activity that is configurable, on an 11 point scale. When configuring, you'll be asked to choose an Action word and a Noun to fill in the question: "Based on everything you've seen, how likely are you to [ACTION] the [NOUN]?" Select the combination that best fits your use case. The most up-to-date list of options will be what you see on the platform, but they include:

Best practices

When using Zappi Concept you want to keep your idea brief and clear so a respondent gets all the important information without needing to make assumptions. Try keeping it to the length of a product description on Amazon.

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

• Methodology Guide
• Concept writing tips and examples
• Demo Report
• Stimuli Guidelines
• Attributes list
• Unbranded concept testing with Zappi

Overview: Zappi Concept Test

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:

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:

• Methodology Guide
• Concept writing tips and examples
• Demo Report
• Stimuli Guidelines
• Attributes list
• Unbranded concept testing with Zappi