Zappi Launches Real-Time Brand Health Tracker

Automated consumer insights pioneer Zappi has launched the Brand Health Tracker, a continuous measurement system promising an actionable, single platform view of the impact of advertising and innovation efforts on brand health in a single platform.

Zappi was founded a dozen years ago in the UK by Stephen Phillips, and now employs more than 300 people in offices in Boston, London and Cape Town. Its platform is used by around 350 brands to help understand consumers, accelerate innovation pipelines, and optimize ads and products pre-launch.

The company says traditional brand tracking is too slow, too expensive and 'too disconnected from what brands need today,' to function properly in an age of rapidly shifting consumer behavior and the expectation of personalization. The new Brand Health Tracker delivers twelve waves of brand measurement each year, for a view onto the evolution of awareness, consideration, loyalty and category behavior, at 'a fraction' of the cost of traditional research.

The new solution has been built on validated principles from the Ehrenberg-Bass Institute for Marketing Science, and focuses on category entry points - the real moments and needs that shape consumer choices. Once a survey is built, data collection happens autonomously, allowing teams to perform monthly checks or step back for quarterly or biannual deep-dives, based on at least 400 responses per month. The solution features robust competitive benchmarking, for real-time comparison of up to fifteen brands; simple, self-serve setup with pre-built templates and easy access / sharing; and the support of a professional services team available for expert consultancy and deeper analysis across months, quarters and years. A Brand Health 'Snapshot' is also available, offering a fast, point-in-time read of brand performance.

CEO Aaron Kechley (pictured) says of the launch, 'Marketers have long been stuck with outdated, expensive trackers that only capture moments in time, but consumers move faster than that. Zappi's Brand Health Tracker uses a proven methodology and has been validated by global brands to provide a continuous view of brand evolution through key category entry points. When you connect brand health, advertising and innovation in one ecosystem, teams are able to test more, act faster and double down on what moves their brand.'

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.