NEWS25 February 2014

Millward Brown in ZappiStore deal for eStatic copy test

North America Technology UK

US/UK — Millward Brown is to make a self-service version of its eStatic print and outdoor copy-testing package available through the ZappiStore research ‘app’ platform.

Res_4011290_Zappistore screen

The news follows last year’s deal between ZappiStore and TNS – Millward Brown’s sister company in the WPP group – to make an ‘express’ version of its ConversionModel brand equity tool available through the service.

Millward Brown’s Daren Poole, global brand director for creative development, said: “We know that clients are exploring more efficient and cost-effective creative development research solutions, particularly for print and outdoor media channels, and our partnership with ZappiStore allows us to take eStatic and extensive learning from our Link copy-testing solution and deliver this self-service option for clients.”

As with ConversionModel Express, the eStatic app is an automated, online version of the standard copy test. “Should clients require additional insights beyond the automated deliverable, they can upgrade,” Poole said.

The eStatic app is available in the US, UK, Australia, Canada, China, France, Germany and Japan. Prices start at £2,950 for 150 interviews to a gen-pop sample of UK respondents.