Zappi
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
Zappi firmographics
Firmographics- Name
- Zappi
- Legal name
- ZappiStore
- Website
- https://zappi.io
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Zappi industry classification
Industry- Product category
- Market Research Software
- NAICS
- Marketing Research and Public Opinion Polling (541910)
- akta.pro primary industry
- Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)
Keywords
Where Zappi is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Zappi business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Platform Subscriptions: SaaS platform subscriptions sold in Premium and Enterprise tiers with unlimited users. Premium includes tailored platform experience, custom branding, and automated reporting. Enterprise adds global organization support, unlimited teamspaces, and global/local support.
- Credit Bundles: Credits to fund research projects, allowing customers to scope yearly research needs and operating requirements to fund platform usage.
- Professional Services: Expert-led services including platform customization, hands-on project support, operational process up-leveling, and strategic business advice. Includes consulting engagements and training.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Premium subscription for large-scale use with unlimited users, full solution access, tailored platform experience, custom branding, automated AI-powered reporting, custom norms, Zappi and custom audiences, and local support. |
| Subscription | Annual | Enterprise subscription for global scale brands with unlimited users, full solution access, solutions & system tailoring, maintenance of tailored solutions, custom branded domain with unlimited teamspaces, automated advanced and AI-powered reporting, and global & local support. |
| Usage-based | Annual | Credit bundles to fund research activities scoped yearly to meet platform operating needs. |
| Subscription | Multi-year contract | Professional services for platform customization, project support, operational processes, and strategic advice. |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels7 records
Zappi product offering
Product offeringCore offering
Zappi provides an AI-powered consumer insights platform that enables enterprise brands to test, develop, and optimize products, advertising, and brand health. The platform combines proprietary normative benchmarks, automated AI analysis, and real-time consumer feedback across three interconnected systems: Innovation, Advertising, and Brand Health. It is sold as SaaS subscriptions (Premium and Enterprise tiers) with usage-based credit bundles and optional professional services.
Product overview
Zappi is a cloud-based consumer insights platform delivered as a unified platform-plus-modules architecture. The core platform provides on-demand research, automated AI-generated analysis and reporting, and centralized data storage, accessible via two subscription tiers: Premium (for large-scale use) and Enterprise (for global-scale organizations). The portfolio consists of three interconnected research systems: the Innovation System for product concept development (including Prioritize It for early-stage screening, Activate It for concept testing, and Optimize Pack for packaging/price optimization); the Advertising System (Amplify) covering early idea testing through TV, digital, and static ad pre-testing; and the Brand Health System anchored by the Brand Health Tracker. AI capabilities are embedded across the platform via AI Concept Creation Agents, AI Quick Reports, AI Concept Optimizer, and the Normative Data Agent. The Woxi partnership adds volumetric forecasting. Professional services (Zappi Consulting) provide hands-on expert support. All systems are built on ESOMAR and ISO-compliant methodology with validated predictive accuracy.
Differentiator
Problem solved
Functional benefit
Brands
- Amplify: Advertising research system for testing and optimizing ads across TV, streaming video, and digital platforms
- Prioritize It
- Creative Digital
- Brand Health Tracker
Products and services
- Innovation System AI-powered agile research system that enables iterative product development with continuous consumer feedback across idea screening, concept testing, and pack/price optimization. For CPG and consumer brand innovation teams seeking in-market predictive insights.
- Advertising System (Amplify) Connected ad development research system covering early idea screening, storyboard iteration, and full creative pre-testing across TV, streaming, digital (TikTok, YouTube, Instagram, Facebook), and static (OOH, POS) formats. For advertising and marketing teams at major brands.
- Brand Health Tracker Continuous brand measurement system providing real-time insight into how advertising and innovation impact brand health, with monthly consumer sentiment data and competitive benchmarking. For brand strategy and insights teams.
- Zappi Consulting Expert-led professional services offering platform customization, hands-on project support, operational process improvement, and strategic business advice for brands using the Zappi platform.
Quantifiable outcome
- 4-7% increase in new product revenue vs legacy providers (Forrester TEI study)
- +6 more outcomes
Companies that use Zappi
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles1 record
Zappi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature7 records
Zappi partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Market Logic SoftwarecoreStrategic technology partnership announced January 2026, combining Market Logic's DeepSights AI agents with Zappi's real-world respondent solutions. The AI-to-AI integration enables enterprises to accelerate concept generation, validation, and testing. Joint agentic AI framework allows customers to progress from idea generation to validated testing in just a few clicks, aiming to reduce time to market and increase new product success likelihood.
- WoxicoreStrategic partnership for volumetric forecasting combining Zappi's innovation research measures with Woxi's instant sales predictions. Enables agile predictive analytics at time of decision-making for every initiative in customer pipeline, at every stage. Measures from Activate It are seamlessly fed into Woxi platform and automatically mapped to relevant drivers of prediction framework.
Scale indicators15 records
Recent moves6 records
Expansion highlights6 records
Zappi competitors and assessment
Company assessmentBroad incumbents
- Qualtrics: SAP-owned experience management platform with a market research and consumer insights product line. Competes with Zappi in agile consumer research and brand tracking, but operates across a much broader XM portfolio (HR, customer experience, employee experience).
- Kantar: Global market research and insights giant serving CPG and brand marketers with brand tracking, advertising effectiveness, and innovation research. Overlaps directly with Zappi's three pillars (innovation, advertising, brand health) but at much larger scale with deeper panel assets and consultancy services.
- NielsenIQ: Established consumer measurement and analytics firm serving CPG/FMCG clients with retail measurement, consumer panels, and innovation analytics. Competes with Zappi particularly in CPG innovation testing and brand performance, though Zappi positions as more agile and AI-native.
- Dynata: One of the world's largest first-party data and insights platforms, providing sample, survey, and research enablement services. Competes with Zappi for enterprise research budgets and panel-based insight generation at greater scale but with less of an AI-native, agile-testing focus.
Direct peers
- Toluna: Global consumer insights platform combining a survey panel marketplace with automated research tools, directly competing for agile consumer research budgets alongside Zappi at enterprise brands. Similar self-service research workflow and panel-based methodology.
- Forsta: Enterprise experience and market research technology platform (combining FocusVision, Decipher, and Confirmit) offering survey programming, qualitative research, and analytics. Competes with Zappi in agile research and voice-of-customer programs at large enterprises.
- Attest: Consumer research platform providing brand tracking, concept testing, and ad testing to enterprise marketers, often cited alongside Zappi as a top agile research platform. Targets a similar buyer persona and overlapping CPG/fintech/tech customer base.
- Suzy: AI-powered consumer insights platform that connects brands directly to a panel for rapid concept testing, ad evaluation, and product feedback. Competes head-to-head with Zappi in agile research with a similar self-service, speed-focused value proposition.
- PureSpectrum: Insights platform combining panel management, survey programming, and end-to-end research automation for market research buyers. Competes with Zappi in agile consumer research and panel-driven insight generation.
- GWI (Global Web Index): Consumer research platform providing syndicated and custom audience insights across 50+ markets, used by major brands and agencies. Competes with Zappi in brand tracking and consumer insights, particularly for global brand and media planning teams.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Zappi social profiles
Digital presenceZappi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Zappi leadership team
Management profileNumber of profiles
Profiles13 records
Zappi funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Zappi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Zappi
What does Zappi do?
Zappi provides an AI-powered consumer insights platform that enables enterprise brands to test, develop, and optimize products, advertising, and brand health. The platform combines proprietary normative benchmarks, automated AI analysis, and real-time consumer feedback across three interconnected systems: Innovation, Advertising, and Brand Health. It is sold as SaaS subscriptions (Premium and Enterprise tiers) with usage-based credit bundles and optional professional services.
Is Zappi a public or private company?
Zappi is a private company. It is classified as venture growth investor backed and is currently operating.
When was Zappi founded?
Zappi was founded in 2012. It employs 251 to 500 people.
Where is Zappi based?
Zappi is headquartered in London, United Kingdom, in the Europe region.
How does Zappi make money?
Three revenue lines are on record. Platform Subscriptions are the primary driver. The others are credit Bundles and professional Services.
Who are Zappi's main competitors?
Broad incumbents on record are Qualtrics, Kantar, NielsenIQ and Dynata. Direct peers are Toluna, Forsta, Attest, Suzy, PureSpectrum and GWI (Global Web Index).
Does Zappi have an API?
No public API is recorded for Zappi.
What industry is Zappi in?
Zappi's product category is Market Research Software. Its primary akta.pro industry code is BPAFAFAG, Personalization, Testing & Conversion Rate Optimization (CRO). Its NAICS code is 541910.