Zappi’s new Brand Health Tracker delivers monthly consumer sentiment and unified brand, ad, and innovation insights—offering fast, affordable measurement for modern teams.
Zappi, a leading consumer insights platform, announced the launch of its Brand Health Tracker, a new continuous brand measurement system. The platform is designed to provide marketers with a single, actionable view of how their advertising, innovation, and day-to-day marketing efforts are impacting brand health in real-time.
The Boston-based company’s tracker delivers monthly consumer sentiment data at a significantly lower cost than traditional methods. Zappi cited an independent study showing that its platform can reduce research costs by 40%, making comprehensive, continuous brand measurement accessible and scalable for modern marketing teams.
Moving at the Speed of the Consumer
Traditional brand tracking has long been criticized for being too slow and expensive to keep pace with rapid shifts in consumer behavior. With 75% of U.S. consumers reportedly trading down to cheaper alternatives and a high expectation for personalized experiences, brands require a constant connection to market sentiment.
The Zappi Brand Health Tracker aims to solve this disconnect by delivering 12 waves of brand measurement annually. This continuous flow of data allows teams to monitor key performance indicators—such as awareness, consideration, loyalty, and category behavior—as they evolve, rather than relying on quarterly or biannual 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“Marketers have long been stuck with outdated, expensive trackers that only capture moments in time, but consumers move faster than that,” said Aaron Kechley, Zappi CEO. “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.”
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Democratizing Key Performance Indicators
The platform is built on validated principles from the Ehrenberg-Bass Institute for Marketing Science, focusing on category entry points—the specific moments and needs that drive consumer choices. By aligning brand performance with these critical need states, the system helps companies understand how their tactical marketing drives long-term growth.
Key features of the Brand Health Tracker include:
- Continuous Data Collection: Autonomous, monthly data collection with at least 400 responses, allowing teams to identify subtle shifts in consumer perception over time.
- Robust Competitive Benchmarking: Marketers can compare their brand’s performance against up to 15 competitors for constant analysis of real-time market standing.
- Efficient and Scalable Research: Simple, self-serve setup using pre-built templates, ensuring data is easy to access, share, and integrate across various teams.
- Optional Expert Support: Zappi’s professional services team is available for expert consultancy and deeper analysis of long-term trends.
For marketers needing a faster, point-in-time read—perhaps to assess a specific campaign or respond to a sudden market event—Zappi also offers the Brand Health Snapshot.
