Zappi, the leading consumer insights platform helping global brands win with consumers, announced the results of a commissioned Total Economic Impact™ (TEI) study conducted by Forrester Consulting. The study found that brands using Zappi could achieve a 243% return on investment (ROI) over three years through faster, more efficient and more effective consumer testing.
Based on Forrester’s research, a composite organization–a global consumer goods company with 7,000 employees and $5 billion in annual revenue and 15 in-house insights professionals–realized the following benefits:
- 5%–6.5% increase in return on ad spend (ROAS): By testing and iterating advertising with Zappi, brands improved in-market ad performance and media efficiency, totaling $3.3 million in gains.
- 4%–7% increase in new product revenue: By accelerating product testing and go-to-market timelines, Zappi helped brands bring more high-performing innovations to market, generating $4.1 million in incremental profit.
- 40% reduction in research costs: Brands shifted spend away from legacy research agencies, saving $2.6 million and reinvesting in more tests and faster learning.
- 10%–15% time savings for insights teams: By eliminating manual processes and vendor coordination, teams saved $472,000 in labor costs and spent more time driving strategic impact.
- $7.5 million in net present value (NPV) with a 6-month payback period: By adopting Zappi, the composite organization realized substantial long-term gains and quick returns. NPV reflects the total value generated (benefits minus costs) over three years of using the platform.
“The days of research as a slow, reactive cost center are behind us,” said Aaron Kechley, CEO of Zappi. “Zappi partners with consumer-obsessed teams to reimagine how they use insights, bringing the voice of the consumer into every decision. This approach helps marketing and insights teams shape, not just validate, ideas. The companies winning today are using real consumer feedback to take calculated risks, move faster, and drive greater impact in both their advertising and product innovation.”
Forrester’s analysis of multinational consumer brands averaging nearly $9 billion in annual revenue found that Zappi enabled a shift away from slow, costly legacy research vendors toward agile, always-on insights practices that drive growth. Interviewees turned to Zappi after growing frustrated with outdated, service-led agencies, seeking a more modern, tech-driven solution.
One interviewee, a director of brand insights from a food and beverage company, said “With a traditional research house, you would have somewhere in the vicinity of two weeks of fielding. … For all of our studies with Zappi, we collectively saved 30 weeks of dead time in managing the fielding of the insight studies versus actually getting to the decision.”
Another interviewee—a vice president at a B2C fintech company—emphasized how iterative testing through Zappi enhanced the effectiveness of their advertising efforts, saying “We’re spending hundreds of millions of dollars a year on marketing and advertising. Zappi makes sure that we put the most effective thing we know into market so that every dollar spent is as effective as possible.”
A strategic shift for consumer-obsessed brands
Forrester’s research reinforces a broader industry trend: organizations that center their operations around consumer insight grow faster. In fact, Forrester found that customer-obsessed companies report 41% faster revenue growth and 49% faster profit growth than their peers.
The study also highlighted the value of connected insights—having all consumer feedback documented, benchmarked and accessible across teams. With Zappi, brands build a centralized system of learning that compounds over time, helping them make faster, more informed decisions. By applying AI on top of this growing repository of consumer data, Zappi enables organizations to step-change the way they develop and optimize advertising and innovation—driving greater efficiency and stronger outputs.
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