New Zappi Concept Test Rolled Out

In the US, automated ad and innovation testing platform Zappi has launched a solution called Early Concept, designed to rapidly determine the 'opportunity profile' of different concepts - breakthrough, refresh or emergent for future development.

Developed over two years with PepsiCo, and tested with several large consumer brands, the new solution was designed to help consumer brands bring innovation to market quickly. Zappi Early Concept assesses 'trial versus breakthrough' potential via contextual interviewing among a group of 600 early adopters, as well as 'mainstream' audiences. According to Zappi, the online reporting interface makes it easier for insight leaders to categorize large volumes of product concepts and manage the development process.

This is the first of a number of solutions that are being designed and built via Zappi's partnership with PepsiCo; and Zappi Early Concept is now part of the client's early innovation testing process internationally. Ciara Dilly (pictured), VP of Transform Brands and Innovation at PepsiCo Foods North America, comments: 'We need many different types of innovation to win in the marketplace - from big bets to refresh to customer-focused innovation, through to incubation. 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'.

Web site: www.zappi.io/web .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.