# Zappi Reviews **Vendor:** Zappistore **Category:** [Consumer Insights Platforms](https://www.g2.com/categories/consumer-insights-platforms) **Average Rating:** 4.6/5.0 **Total Reviews:** 19 ## About Zappi Zappi is a leading consumer insights platform that connects brands with consumers. Through AI-powered software that delivers connected insights, Zappi empowers brands to make faster, smarter, and consumer-driven decisions by leveraging real-time, continuous consumer feedback. Trusted by over 350 brands worldwide, Zappi helps create successful products, develop impactful ads, and build winning brands by keeping the voice of the consumer at the heart of every decision. Named the Best Marketing Insights Platform by the MarTech Breakthrough Awards in both 2023 and 2024 and recognized by Business Insider as one of the hottest martech companies, Zappi is setting industry standards. As a certified B-Corp, Zappi is committed to net-zero emissions, fostering an equitable workplace, and leveraging technology to benefit the communities we serve. With over 300 employees across 13+ countries and offices in Boston, London, and Cape Town, Zappi’s culture has been celebrated by Fast Company, Comparably, Quirks, Great Place to Work, and more. ## Zappi Pros & Cons **What users like:** - Users value the **ease of use** of Zappi, appreciating its intuitive interface and quick accessibility for testing. (3 reviews) - Users find Zappi **super intuitive and easy to implement** , ensuring a quick and efficient creative testing process. (3 reviews) - Users commend Zappi's **excellent customer support** , enjoying quick assistance and a seamless, user-friendly experience. (2 reviews) - Users find Zappi to be **time-saving** and efficient, enabling quick, global creative testing and intuitive usage. (2 reviews) - Users value the **ease of daily use** of Zappi, appreciating its quick activation and user-friendly implementation. (1 reviews) - Easy Implementation (1 reviews) - Helpful (1 reviews) - Implementation Ease (1 reviews) - Interface Ease-of-Use (1 reviews) - Real-time Feedback (1 reviews) **What users dislike:** - Users find the **exporting of content clunky** , impacting the overall efficiency of Zappi's AI reporting tool. (1 reviews) - Users find **formatting issues** with Zappi, noting clunky content exporting and basic reporting that lacks detailed insights. (1 reviews) - Users find Zappi's **inadequate reporting** limits insights, focusing solely on metrics and lacking detailed analysis. (1 reviews) - Users find the **inefficiency of the AI reporting tool** frustrating, as it lacks depth and can be clunky to use. (1 reviews) - Users find Zappi's **limited data analysis** restrictive, lacking considerations for the specific stimuli being tested. (1 reviews) - Missing Information (1 reviews) - Platform Limitations (1 reviews) - Poor Reporting (1 reviews) - Restrictions (1 reviews) - Survey Limitations (1 reviews) ## Zappi Reviews ### 1. Zappi Makes Enterprise-Scale Testing Easy and Repeatable **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Consumer Goods | Enterprise (> 1000 emp.) **Reviewed Date:** June 05, 2026 **What do you like best about Zappi?** Zappi's templated approach makes it easy to scale concept / design / claims testing at an enterprise level and takes away a lot of the guess work. Being able to define our audiences and fix them for everyone to use simplifies the process and enables us to democratize iterative research. The Zappi team is also a big part of this successful partnership as we spend enough time plan for what's coming each quarter / semester and have an ongoing relationship to troubleshoot when needed. **What do you dislike about Zappi?** The qual components still feel a little simple sometimes - I would love to see more than just coding of the data and more active recommendation coming out it it. **What problems is Zappi solving and how is that benefiting you?** Zappi simplifies our iterative testing process. Our teams and stakeholders are becoming so familiar with the templates and methodologies that it becomes really simple to develop a testing plan for a new initiative. We spend less time reinventing the wheel, less time setting up tests, and more time digesting and activating the findings. ### 2. A True One-Stop Shop for Global Testing and Meta Analysis **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Market Research | Enterprise (> 1000 emp.) **Reviewed Date:** June 04, 2026 **What do you like best about Zappi?** The ability to have a one stop shop for our testing universe is incredibly helpful for multi-market reference, ease of meta analysis, consistency of pricing and interpretation globally **What do you dislike about Zappi?** Some of the UX can be a little clunky - I've been using the platform for 8 years and some elements don't feel like they've progressed at all, despite continual feedback. They are also primarily a tech company rather than a research company, so some simple features that you would expect as standard deliverables from a market-research agency just aren't there. **What problems is Zappi solving and how is that benefiting you?** Lack of international harmonisation, differing frameworks, multiple vendor management, differing degrees of service and deliverable by market (eg. 'we only use bronze in this market') - majority of these challenges are now problems of the past ### 3. Effortless Activation and Impressive Portfolio **Rating:** 5.0/5.0 stars **Reviewed by:** Joel T. | Brand Manager - Harpic & PC (Durex/Veet) ANZ, Mid-Market (51-1000 emp.) **Reviewed Date:** December 17, 2025 **What do you like best about Zappi?** The ease of activation of CMI, and the breadth of the portfolio. Zappi is also extremely easy to implement, with a click and go solution, meaning they are easy to use on a regular basis. Connection with the support team is also fantastic. theyre constantly available to catch-up and support where possible. **What do you dislike about Zappi?** some of the survey options arent optimised to be best in class, i.e the optimise pack. Would be great to see the develop to a stage where they can replace traditional CMI solutions **What problems is Zappi solving and how is that benefiting you?** Brand equity is the biggest problem solving in 2025. What was once costly and time restrictive is now easy to implement and quick to execute. ### 4. Fast, Cost-Effective Creative Testing for Global Teams **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Computer Software | Enterprise (> 1000 emp.) **Reviewed Date:** December 19, 2025 **What do you like best about Zappi?** Fast, cost effective creative testing that can be used globally. Self serve so launching tests can be done globally in real time. Support model is generally pretty good via platform. **What do you dislike about Zappi?** Limited continuity across solutions - e.g. can't directly compare Creative vs Amplify suite in terms of different solutions. Inconsistent availability of norms. **What problems is Zappi solving and how is that benefiting you?** Understanding creative potential/effectiveness for pre-testing creative before launching campaigns ### 5. Agile Reporting That Delivers Fast, Actionable Insights **Rating:** 4.5/5.0 stars **Reviewed by:** leticia C. | Insights Manager, Small-Business (50 or fewer emp.) **Reviewed Date:** June 02, 2026 **What do you like best about Zappi?** The agility in reporting and its ability to deliver fast, actionable insights **What do you dislike about Zappi?** We need to build historical data in Excel to track performance over time. **What problems is Zappi solving and how is that benefiting you?** By providing rapid, standardized reporting, Zappi enables quicker decision-making and allows teams to test and learn in an agile way. ### 6. Robust Creative Testing with Intuitive Setup **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User | Small-Business (50 or fewer emp.) **Reviewed Date:** June 02, 2026 **What do you like best about Zappi?** I like Zappi for its good product portfolio and strong benchmarks. It offers easy analysis and has good creative analysis tools. I also value how Zappi provides rigor to a fast research approach. **What do you dislike about Zappi?** I wish Zappi covered more markets and industries **What problems is Zappi solving and how is that benefiting you?** I use Zappi for fast research answers with rigor, supported by a good product portfolio and strong benchmarks. It has easy analysis and creative analysis tools. ### 7. Quick, Intuitive, and Value for Ad Testing **Rating:** 5.0/5.0 stars **Reviewed by:** Chris B. **Reviewed Date:** December 17, 2025 **What do you like best about Zappi?** I like that Zappi is very quick, super intuitive to use, and offers good value. Everything being contained in a single online platform is really convenient. It saves us time and is really easy to use. **What do you dislike about Zappi?** The AI reporting tool is a bit basic and doesn't consider the stim that is being tested - it works off the metrics only from what I can see. The exporting of content can be a bit clunky. **What problems is Zappi solving and how is that benefiting you?** I use Zappi to understand ad performance and find optimization opportunities. It's quick, intuitive, and offers good value. Everything's online, saving time and making it easy to use. ### 8. Zappi has an excellent option to issue reports **Rating:** 3.5/5.0 stars **Reviewed by:** matt k. | Diseñador gráfico, Small-Business (50 or fewer emp.) **Reviewed Date:** August 11, 2020 **What do you like best about Zappi?** It has a fairly simple and easy-to-use interface, which makes it pleasant for the user, in addition, it has an excellent option for issuing reports, which contain information of interest for decision-making within our organization. Additionally, the customer service team is wonderful, it quickly and efficiently provides answers to the different problems that arose during the use of this system, we have also used zappi to obtain better information from customers without them feeling pressured and thus improve all our products based on your criticism **What do you dislike about Zappi?** what I don't like about Happay is that it has many restrictions compared to others in the same industry when it comes to customizing its settings and it is a bit difficult to have so many restrictions **What problems is Zappi solving and how is that benefiting you?** We use it within our company as a tool to know the opinions of our users about our products, since thanks to the different digital marketing tools it has, we were able to generate a valuable interaction between company and user, thus achieving in a fairly general way to obtain the information we needed to improve our products, and thus increase our sales. ### 9. Zappi serves an important need in the market research field **Rating:** 5.0/5.0 stars **Reviewed by:** Amy W. | Co Founder, Small-Business (50 or fewer emp.) **Reviewed Date:** December 05, 2019 **What do you like best about Zappi?** While Zappi may not be right for every single project a market research professional is tackling, it provides an amazing solution for quick turnaround, reasonably priced test such as monadic concept testing, naming and even TURF. The quality of the data is always excellent and the client team that supports you throughout the project is responsive and extremely helpful. **What do you dislike about Zappi?** The only downsides to Zappi are the whole reason they can do the studies as quickly and as economically as they can - the lack of complete customization. There are things that I have tried to do that simply aren't possible due to the standardized nature of their testing tools - which I understand. Additionally, with only a dashboard deliverable it requires the researcher to allot time for analysis and reporting. **What problems is Zappi solving and how is that benefiting you?** Zappi is great for my smaller clients who have very tight budgets and want to get at least some insights around key challenges (like flavors to launch and / or names to use). ### 10. Fast, smart, and easy to use **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Restaurants | Mid-Market (51-1000 emp.) **Reviewed Date:** December 03, 2019 **What do you like best about Zappi?** Easily customizable, excellent reporting tools. I love the instant slides and ease of exporting decks or raw data as needed. The breadth of tools they offer right now is great, and they are only adding more by the day. **What do you dislike about Zappi?** Could use a few more features, but the team is very responsive, and all suggestions I have made are in the works. **Recommendations to others considering Zappi:** Memorize the tools that Zappi currently offers. Once you have that in mind, any time someone asks you "how soon can we have these answers?", you can tell them "give me 2 days" as long as it is in Zappi's toolset. They are that good. **What problems is Zappi solving and how is that benefiting you?** Concept Testing, Ranking, Ad Testing. We have managed to reduce costs on testing significantly, and the speed and ease of testing has led me to be one of our most responsive departments in the company. ### 11. Zappi offers multiple choices that work well. **Rating:** 5.0/5.0 stars **Reviewed by:** Taylor M. | Team Lead Manager, Retail, Enterprise (> 1000 emp.) **Reviewed Date:** August 15, 2019 **What do you like best about Zappi?** Zappi works in a marvelous way bringing all the solutions that I need everytime a project needs to be started. It provides wonderful insights that are supported by methods that are trustable. I think that what I like best is being able to collect data fastly instead of having to wait. It displays data beautifully, giving me all the possible outcomes and helps me make a final decision; and it shows both the negative and the positive, which I love. **What do you dislike about Zappi?** In my opinion, Zappi has marked all the right boxes when it comes to offering a solution to getting insight. Of course, the price ranges vary depending on complexity, but it is still a great software that is worth the money. **Recommendations to others considering Zappi:** There is a very different gap from when I was not using Zappi to when I started using it. It is a great implement that would work well for anybody. **What problems is Zappi solving and how is that benefiting you?** Knowing what moves are the right ones for a project is always a benefit, and Zappi gives me that. Having expertise in business is not always enough, sometimes what is needed is to get more feedback from other sources to know what is right. I think I've accomplished that with this software. ### 12. Zappi Gets it done **Rating:** 5.0/5.0 stars **Reviewed by:** Matthew P. | Marketing Specialist, Computer Software, Mid-Market (51-1000 emp.) **Reviewed Date:** December 05, 2019 **What do you like best about Zappi?** I like that Zappi unlike many other tools is an automated survey platform. IT is easy to use and an all in one product. Helps deliver important consumer insights. **What do you dislike about Zappi?** I disliked that they were located in London, made communication with them challenging, and they just have an overall different method to resolving things. **Recommendations to others considering Zappi:** Take advantage of an automated surveying system, easy to use and great reporting on key consumer insights. Also very good reviews from respondents/surveyors. **What problems is Zappi solving and how is that benefiting you?** Gaining key consumer insights about customers, how to improve products and services in an automated system. ### 13. A great, nimble research tool **Rating:** 5.0/5.0 stars **Reviewed by:** Karen K. | Senior Consumer Insight Manager, Enterprise (> 1000 emp.) **Reviewed Date:** November 12, 2019 **What do you like best about Zappi?** Zappi is easy to use and helps answer a lot of basic questions very quickly. Getting consumer input early and often can be hard, Zappi makes that very easy. It is especially helpful in informing throughout the innovation process. **What do you dislike about Zappi?** There isn't much I dislike about Zappi... maybe that not all products can be customized in similar ways. **What problems is Zappi solving and how is that benefiting you?** How to quickly inform the innovation process with consumer input without slowing the process down. How to get consumer feedback on business decisions that previously didn't have any consumer voice present. ### 14. Agility & speed to help answer a key business question **Rating:** 4.0/5.0 stars **Reviewed by:** Stuart B. | Marketing Effectiveness Manager, Mid-Market (51-1000 emp.) **Reviewed Date:** December 03, 2019 **What do you like best about Zappi?** Ease of setting up the survey and speed of results **What do you dislike about Zappi?** Flexibility to re-order questions - ability to move things to my desire **Recommendations to others considering Zappi:** Its super easy to use and offers great agility **What problems is Zappi solving and how is that benefiting you?** Both internal decisions and testing hypotheses quickly and efficiently ### 15. Zappi **Rating:** 4.5/5.0 stars **Reviewed by:** Pawan Kumar A. | Lead Technical Specialist, Enterprise (> 1000 emp.) **Reviewed Date:** December 06, 2019 **What do you like best about Zappi?** useful for business analysis and marketing **What do you dislike about Zappi?** The product needs more features, but it is still useful. **Recommendations to others considering Zappi:** useful **What problems is Zappi solving and how is that benefiting you?** Marketing and business improvement ### 16. Regular user of Zappi **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Entertainment | Enterprise (> 1000 emp.) **Reviewed Date:** December 03, 2019 **What do you like best about Zappi?** Zappi helps quantify a very subjective industry **What do you dislike about Zappi?** Understanding how creative works in context **What problems is Zappi solving and how is that benefiting you?** Zappi is our main creative diagnostics and pre-testing solution. ### 17. Easy to use and fast turn around **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Market Research | Small-Business (50 or fewer emp.) **Reviewed Date:** December 03, 2019 **What do you like best about Zappi?** Love the tools offered, plus that norms are available. Easy to set up and test, and very fast results. The automated reporting works for some clients **What do you dislike about Zappi?** Can be tricky with some of the foreign languages especially when adding custom questions or options, but the reach is good **What problems is Zappi solving and how is that benefiting you?** Cost effective and rapid concept testing ### 18. Awesome platform and team **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Telecommunications | Enterprise (> 1000 emp.) **Reviewed Date:** November 06, 2019 **What do you like best about Zappi?** Quick turn solution w/out the tradeoff of quality and an awesome team that is continually innovating **What do you dislike about Zappi?** It's not a full service provider. There are times when the team would value full service vs DIY **Recommendations to others considering Zappi:** without a doubt check then out **What problems is Zappi solving and how is that benefiting you?** We've not only built an eco system for test 100+ ads per year, we're building a database for rich meta analysis that is easily accessible ### 19. Fast, versatile, and trustworthy **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Non-Profit Organization Management | Small-Business (50 or fewer emp.) **Reviewed Date:** December 02, 2019 **What do you like best about Zappi?** Love that I can get survey data fast instead of having to wait. **What do you dislike about Zappi?** It can be pricey, but you get what you pay for. **What problems is Zappi solving and how is that benefiting you?** Testing advertising concepts and new ideas. ## Zappi Discussions - [What is Zappi used for?](https://www.g2.com/discussions/what-is-zappi-used-for) - [View Zappi pricing details and edition comparison](https://www.g2.com/products/zappi/reviews?section=pricing&secure%5Bexpires_at%5D=2026-06-09+13%3A39%3A32+-0500&secure%5Bsession_id%5D=b37b7f46-52a9-4092-8efe-f936e82163e4&secure%5Btoken%5D=33fd056366b334937f16fb707ecb07f78c5396dd39486c516735645e6ed8e916&format=llm_user) ## Zappi Features **Data collection** - Natural Language Processing (NLP) - Data Sources - Custom Research Sources - Lead Enrichment - Advanced Data Collection **Survey Management** - Question Types - Templates - Survey Distribution **Brand Signals** - Comparison - AI - Brand Health **Survey Design - Consumer Insights Platforms** - Multi-Use Methodologies - Industry & Locale Adaptability - Behavioral & Adaptive Logic Guidance - Self-Serve Survey Builder - AI Smart Probes **Segment Trending** - Web - Social - Benchmarks - Finance **Survey Customization** - Branching/Skip Logic - Branding - Multimedia Support - Multilingual Surveys **Brand Analytics** - Trend Analysis - Tracking **Audience Access - Consumer Insights Platforms** - Flexible Audience Options - Customer Data Upload - Consumer Panels **Analysis** - Custom Dashboards - Reports - Integrations **Survey Insights** - Reporting & Analytics - BI Tools Integration - Data Exporting - Permissions **Data Collection - Consumer Insights Platforms** - Rapid Research - Quality Assurance - Mobile / Mixed Mode **Platform** - Search - User, Role, And Access Management - Mobile User Support - Alerts - Collaboration - Compliance **Agentic AI - Survey** - Adaptive Learning - Proactive Assistance - Decision Making **Analytics - Consumer Insights Platforms** - AI-Powered Insights - Qualitative Research Support - Benchmarking & Norms **Agentic AI - Market Intelligence** - Cross-system Integration - Proactive Assistance **Collaboration - Consumer Insights Platforms** - Dashboards & Embedded Integrations - Embeddable Reports - Shared Workspaces ## Top Zappi Alternatives - [Qualtrics Strategy & Research](https://www.g2.com/products/qualtrics-strategy-research/reviews) - 4.4/5.0 (2,912 reviews) - [Suzy](https://www.g2.com/products/suzy/reviews) - 4.7/5.0 (139 reviews) - [SurveyMonkey](https://www.g2.com/products/surveymonkey/reviews) - 4.4/5.0 (23,206 reviews)