Zappi
Consumer insights software for agile research, ad testing and brand tracking.
Available information varies by company and source.
Profile record updated:
Company facts
- Entity type
- COMPANY
- Founded
- 2012
- Company size
- 201–500
- Market role
- MarTech Vendor
- Official website
- zappi.io
What Zappi does
Zappi operates a software-led market research model. It replaces slower custom research processes with a recurring-use platform that standardises survey execution, testing methodologies, reporting, and benchmarking across advertising, innovation, and brand measurement use cases. The platform creates value by reducing time-to-insight, centralising research data, and enabling repeated use across multiple teams. Human consulting services extend the platform for design, analysis, and interpretation support.
Category differentiation
This is a B2B consumer insights and market research software company, not an EV charger product or a media buying platform. It competes more with research and insights vendors than with DSPs, SSPs, or ad networks.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Zappi is a private B2B consumer insights software company founded in 2012. It provides a cloud-based platform for on-demand market research, ad testing, innovation and concept testing, and brand tracking, with AI-generated reporting, benchmarking, and centralised data storage. Its products are designed to help enterprise teams move from traditional project-based research towards continuous, iterative consumer learning. The company makes money primarily through enterprise SaaS subscriptions for its platform and solutions, with additional revenue from paid add-ons and consulting services. Its direct customers are enterprise insights teams, brand marketers, product and innovation teams, and some agencies that use the platform to run research faster, evaluate advertising and concepts, and monitor brand performance.
Company news briefing
Briefing updated:
Zappi has expanded its analytical offerings following the deployment of its Amplify AI and Amplify Hub platforms, demonstrating how synthetic audience testing can preemptively flag cultural and marketing risks like the recent Callaway and Good Good ad dispute. Alongside these technical capabilities, the company has released its third annual connected insights report and introduced the Connected Insights Framework to guide research methodology away from isolated studies. Furthermore, Zappi continues to publish consumer insight reports and trend analyses covering diverse market categories such as creator partnerships and mainstream CPG trends.
Business model & monetisation
Zappi primarily uses an enterprise SaaS subscription model with custom quote-based pricing for platform access and solution bundles. Revenue is supplemented by paid add-ons such as advanced analytics, custom audiences, and benchmarking norms, as well as professional and managed services including consulting, research design support, execution assistance, and fully managed programmes.
- Enterprise platform subscriptions
- Software Subscription
- Consulting and managed research support
- Service Fee
- Advanced analytics and benchmarking add-ons
- Software Subscription
- Custom audiences and managed programme upsells
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Competitors & alternatives
- Meltwater
B2B media intelligence and social analytics software platform.
- Cint
Programmatic research marketplace and ad measurement platform.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Carter's Relies on Data and Nostalgia to Stay Relevant
Brand Strategy · Recorded impact score: 1/5
At Brandweek 2026, Carter's global VP of brand marketing Aubrie Corey and Zappi CMO Nataly Kelly discussed how the 161-year-old brand stays relevant. The strategy combines generational insights with a constant pulse of consumer data. Carter's recently launched a brand evolution targeting Gen Z parents, who favor self-expression over the 'mini me' style of the past. The brand also tapped into nostalgia with the OshKosh Reissued Collection, reviving 1980s and 1990s styles, and partnered with Umbro for World Cup-themed clothing. Kelly emphasized the need to centralize customer signals from siloed systems to effectively anticipate consumer trends.
- Carter's is a 161-year-old brand that uses consumer data to guide brand evolution.
- At Brandweek 2026, Carter's global VP Aubrie Corey and Zappi CMO Nataly Kelly discussed brand relevance.
Converse Ad Rollout Fails Due to Lack of Single Accountability
Brand Marketing · Recorded impact score: 2/5
This article is an opinion piece analyzing Converse's global ad campaign missteps, which led to two separate ads evoking lynching imagery. The first ad, featuring global ambassador Karina, was posted on Threads on Sept. 3. A second ad, a collaboration with Danish brand Palmes, was posted via Converse Mexico's Instagram on Sept. 14, with a similar image also appearing on Converse Malaysia's Instagram. The author attributes these failures to a decentralized global marketing process without a single point of accountability, where local teams and third-party partners lack shared cultural context and consumer testing data is not integrated globally. The piece advises global CMOs to test concepts earlier across markets, include partner and influencer content, and implement a one-flag rule for escalating any mentions of violence, hate symbolism, or historical trauma.
- Converse apologized for a Sept. 3 ad on Threads featuring Karina, which evoked a lynching.
- A second ad, a collaboration with Danish brand Palmes, was posted on Converse Mexico's Instagram on Sept. 14, showing a man on a ladder with sneakers overhead.
Zappi Newsroom: New Consumer Insights on Sydney Sweeney x Novig, Callaway x Good Good, and More
Recorded impact score: 3/5
The newsroom page has been updated with new articles including 'Consumers on Sydney Sweeney x Novig: Winning men, losing women' (September 15, 2026), 'Consumers on Callaway x Good Good: Memorable for the wrong reasons' (September 2, 2026), and 'Why we built the Synthetic Idea Pre-Screener' (August 26, 2026). Additionally, the page now features a banner for 'The third annual connected insights report is here' with a link to get the report.
AI Testing Warned of Pulled Callaway and Good Good Ad
Influencer & Creator Marketing · Recorded impact score: 3/5
A controversial marketing ad featuring creators Garrett Clark and Alexis Miestowski for golf brand Callaway was pulled, ending the brand's partnership with creator group Good Good. The fallout led to retailers pulling merchandise, Good Good withdrawing as a PGA Tour sponsor, and Callaway pledging $1 million to charity. While a public dispute arose between Callaway CEO Chip Brewer and Good Good CEO Matt Kendrick over campaign approvals, market research platform Zappi demonstrated that testing the ad with AI synthetic audiences could have flagged the cultural risk in minutes, highlighting the need for faster, tech-driven creative guardrails in the creator economy.
- Callaway pulled a controversial ad and dissolved its partnership with creator group Good Good.
- Good Good withdrew as a PGA Tour sponsor and retailers removed their merchandise.
Introducing Amplify AI: Fast brand signals for social video
Recorded impact score: 4/5
Zappi has launched Amplify AI, a new product providing fast brand signals for social video.
Explore company relationships
Questions about Zappi
What is Zappi?
Zappi is a B2B consumer insights platform that helps companies run market research, ad testing, innovation testing, and brand tracking with automated reporting and benchmarking.
Who uses Zappi?
It is used by enterprise insights teams, brand marketers, product and innovation teams, marketing leaders, and some agencies needing faster research and testing workflows.
How does Zappi make money?
It makes money mainly through enterprise SaaS subscriptions, with additional revenue from paid add-ons, benchmarking, custom audiences, and consulting services.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
13 publicly documented primary sources and citations linked across the market graph.
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