In a rapidly shifting consumer landscape, traditional brand tracking methods are often too slow and expensive to provide the real-time insights marketers need. Zappi, the leading consumer insights platform, has addressed this challenge with the launch of its Brand Health Tracker. This new system delivers continuous, monthly measurement of brand health metrics at an accessible price point, empowering marketing teams to see the direct impact of their advertising and innovation efforts in a single, integrated platform.
Zappi launches a continuous Brand Health Tracker with monthly data collection.
The platform is proven to reduce brand tracking research costs by 40%.
It provides real-time monitoring of awareness, consideration, and loyalty.
Marketers can benchmark their brand against up to 15 competitors.
The methodology is built on validated principles from the Ehrenberg-Bass Institute.
It focuses on "category entry points," the real moments that shape consumer choice.
Traditional brand tracking is characterized by its high cost and infrequent data points, making it difficult for brands to respond to fast-moving consumer sentiment. Zappi's Brand Health Tracker is designed for the pace of modern marketing, delivering twelve waves of data each year. This continuous stream of insights allows teams to monitor how consumers perceive and interact with their brand as it evolves, rather than relying on outdated snapshots.
"Marketers have long been stuck with outdated, expensive trackers that only capture moments in time, but consumers move faster than that," said Aaron Kechley, Zappi CEO. "Zappi's Brand Health Tracker uses a proven methodology and has been validated by global brands to provide a continuous view of brand evolution through key category entry points. When you connect brand health, advertising and innovation in one ecosystem, teams are able to test more, act faster and double down on what moves their brand."
The tracker is built to be both powerful and accessible for marketing and insights teams. It autonomously collects at least 400 consumer responses per month once a survey is set up, eliminating manual effort. Key features include robust competitive benchmarking against up to 15 brands, providing a constant view of market position. The platform also offers efficient, self-serve setup with pre-built templates and optional professional services for deeper analysis, making comprehensive brand health measurement scalable for organizations of all sizes.
The system is grounded in the validated marketing principles of the Ehrenberg-Bass Institute, focusing on the "category entry points" that truly drive consumer behavior. By aligning brand performance with these specific need states, companies can directly link their daily marketing activities to long-term brand growth. This approach moves beyond vanity metrics to deliver actionable insights that help teams understand where their brand is winning and where it needs attention.
Zappi's Brand Health Tracker represents a significant step forward in democratizing high-quality consumer insights. By making continuous, affordable brand measurement a reality, Zappi is empowering marketing teams to make faster, more confident, and data-driven decisions to build their brands in a dynamic and competitive marketplace.
ABOUT ZAPPI
Zappi is a leading consumer insights platform that helps brands win 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.
As a certified B-Corp, Zappi is committed to net-zero emissions, fostering an equitable workplace and leveraging technology to benefit the communities the company serves. With over 300 employees across more than 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.
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