Startups > Zappi

Zappi

Zappi helps brands test creative and innovation ideas with consumer feedback in 48 hours.

$200M total Founded 2012 London, England 325 employees

Zappi is an AI-powered consumer insights platform that helps enterprise brands test and optimize advertising creative and product innovation in hours instead of weeks. The platform automates traditionally manual market research through pre-built methodologies and compares concepts against 1.2 billion historical data points to predict in-market success. Used by 350+ global brands including PepsiCo and McDonald's, Zappi delivers quantitative consumer feedback within 48-72 hours, enabling faster, data-driven decision-making across marketing and product development.

Problem solved

Enterprise brands waste weeks and millions on traditional market research to test advertising and product concepts when they need insights in hours to keep pace with modern marketing cycles.

Target customer

Enterprise brands and marketing teams in CPG, QSR, retail, and consumer goods seeking faster market research and creative optimization without traditional agency timelines.

Website LinkedIn Crunchbase Twitter / X

Founders

Steve Phillips

Founder & CEO

30+ years in consumer insights; previously founded Tonic Insight, Tuned In Research, and Spring Research.

Wojtek Kokoszka

Founder & Chief Operating Officer

Funding history

Series B $170M December 2022 Led by Sumeru Equity Partners · Cipio Partners, Tech Nation Group, Prime Ventures, The Kantar Group

Series A Unknown July 2014 Led by Unknown · Unknown

Total raised: $200M

Industries

Artificial Intelligence Analytics Market Research Data Integration Software

Pricing

Enterprise custom pricing based on sample incidence rate (IR). Above 50% IR = standard sample cost; below 50% IR = premium sample cost. Per-user and per-project pricing not publicly disclosed.

Notable customers

PepsiCo, McDonald's USA, 350+ progressive global brands

Integrations

Market Logic (AI partnership), VaynerMedia, agentic AI frameworks, Kantar Marketplace

Tech stack

React (JavaScript frameworks) Lodash (JavaScript libraries) Swiper (JavaScript libraries) Next.js (Web servers) Drift (Live chat) webpack PWA Open Graph Module Federation Contentful (CMS) Mixpanel (Analytics) Google Analytics (Analytics) Marker (Issue trackers) HSTS (Security) Node.js (Programming languages) Google Workspace (Email) Google Tag Manager (Tag managers) Vercel (PaaS) Amazon Web Services (PaaS) OneTrust (Cookie compliance) AWS Certificate Manager (SSL/TLS certificate authorities)

Website

zappi.io/

Competitors

Qualtrics Strategy & Research

Broader enterprise research platform with more customization options; Zappi focuses on speed and automation.

Suzy

Real-time consumer insights platform offering always-on consumer connections; Zappi specializes in rapid testing and validation cycles.

SurveyMonkey

General-purpose survey tool with less specialized methodologies; Zappi offers pre-built, industry-specific research templates.

Black Swan Data

Predictive analytics focus; Zappi emphasizes agile consumer testing with AI-powered automation.

Why this matters: Zappi is automating a century-old industry where only 3% of the market research sector is digitized. With $200M in funding and proven results (4-7% revenue lift on new products, 30% creative effectiveness improvements), the company is proving that AI-powered research can deliver enterprise-grade insights at startup velocity—democratizing access to market research that once required weeks and six-figure budgets.

Best for: Enterprise brands needing to validate creative and product concepts with real consumer feedback in 48-72 hours before major marketing or innovation launches.

Use cases

Pre-Launch Advertising Creative Testing

A CPG brand launches 3 ad creative concepts to 500+ consumers via Zappi and receives quantitative feedback and optimization recommendations within 72 hours. PepsiCo improved creative effectiveness by 30% across all advertising using this approach, generating hundreds of millions in value.

Product Innovation Development

A consumer goods company tests 10 new product concepts against Zappi's 1.2 billion historical data points to identify the most promising ideas before expensive prototype development. McDonald's used Zappi to get smarter earlier in their innovation process starting in 2018.

Digital & TV Ad Performance Optimization

A retail brand tests messaging variations across digital and TV using Zappi's Amplify Ad System, comparing results against competitive benchmarks. Responses start feeding into dashboards within 12 hours, enabling rapid iteration on underperforming creative.

Alternatives

Kantar Marketplace Direct competitor offering similar automated testing; backed by Kantar's extensive data but less focused on speed and agility.

Vypr Specialized in video creative testing; narrower focus than Zappi's broader creative and innovation suite.

Native AI AI-first approach to insights generation; less established track record with enterprise brands at scale.

FAQ

What does Zappi do? +

Zappi is an AI-powered consumer insights platform that automates market research to help brands test and optimize advertising creative and product innovation. The platform delivers quantitative consumer feedback within 48-72 hours using pre-built research methodologies and compares concepts against 1.2 billion historical data points to predict in-market success.

How much does Zappi cost? +

Zappi uses enterprise custom pricing based on sample incidence rate. Pricing scales with project scope and sample size, with incentives for high-incidence studies. Contact Zappi's sales team for specific quotes.

How fast does Zappi deliver insights? +

Responses begin feeding into the platform within 12 hours of survey launch, with full reports typically completed in 48-72 hours depending on the research methodology selected.

Who uses Zappi? +

350+ enterprise brands globally, including PepsiCo, McDonald's USA, and major CPG, QSR, and retail companies. Target customers are marketing teams and insights professionals at large brands needing rapid consumer validation before major launches.

What are alternatives to Zappi? +

Top alternatives include Qualtrics Strategy & Research (broader enterprise research), Suzy (always-on consumer insights), SurveyMonkey (general survey tool), and Kantar Marketplace (similar automated testing backed by Kantar data).

How does Zappi compare to Qualtrics? +

Zappi is specialized for rapid creative and innovation testing with 48-72 hour turnaround and pre-built methodologies; Qualtrics is a broader enterprise research platform with more customization options and longer implementation timelines. Zappi prioritizes speed and automation, while Qualtrics emphasizes flexibility and scale.