Zappi
Zappi is a consumer insights software for agile research, ad testing and brand tracking.
Analyst Perspective
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.
Analyst Signal Briefing
Updated: 2 Jul 2026Zappi has expanded its platform capabilities with the launch of its first "always-on" Brand Health Tracker and received industry recognition for its AI-powered innovation system. The company is currently prioritising strategic insights for the 2026 FIFA World Cup, publishing research on bilingual engagement for the US Hispanic market and workplace viewing behaviours. These efforts, highlighted during the Cannes Lions festival, advocate for authentic, moment-based marketing strategies to help brands cut through the oversaturated sports landscape by fostering two-way relationships with fans.
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Key insights about Zappi
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.
Zappi: About
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.
How Zappi Works & Monetises
Business model analysis and core revenue streams
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.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Zappi: Key Competitors & Alternatives
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Real-time market research SaaS with integrated consumer panel.
Recent Signals (Zappi)
Patriotic Marketing Needs Authentic Community Action
An Adweek opinion piece (July 2, 2026) argues that patriotic marketing around America250 must move beyond clichés and performative symbols to earn consumer trust. Citing survey data, the article notes many Americans find flags more polarizing (56%) yet nearly half (49%) view brands more positively when patriotic branding feels meaningful. Brands that demonstrate community impact — for example, Coca-Cola’s America250 program committing to 250,000 volunteer hours, limited-edition cans and local-artist murals — are presented as better examples than simple flag imagery. Kraft Heinz, an official America250 sponsor, is using its "Taste of America" campaign to link products to summer cookouts. The author, Nataly Kelly (CMO at Zappi), emphasizes that authenticity must be rooted in the business (investments, jobs, local impact) and not only in creative executions.
Read original sourceSports Marketing Focuses on Memorable Moments
At an ADWEEK House Cannes Lions panel co-hosted with Zappi, marketing leaders from Kraft Heinz, Zappi and Mars Snacking North America argued that in an oversaturated sports landscape brands must prioritize authentic, ownable moments over simple logo presence. Panelists cited examples including Dove’s World Cup–themed products, Kraft Heinz’s unofficial stadium ketchup and Oscar Mayer’s Wienermobile stunt at the Indy 500, noting these activations generated earned media and fan engagement. Speakers emphasized two‑way relationships with fans, readiness to leverage unscripted viral moments, and creative executions that capture what it feels like to be a fan as the key to cutting through sports audiences.
Read original sourceZappi study: The 2026 World Cup is a workplace event
Zappi study: The 2026 World Cup is a workplace event
Read original sourceZappi: Frequently Asked Questions
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.
Company Facts
- Founded
- 2012
- Core Segment
- MarTech Vendor
- Company Size
- 201–500
- Official Link
- zappi.io