It’s the first branded ‘application’ to appear on Zappi, which founder and CEO Steve Phillips hopes will one day become “the App Store” for the market research industry.

The ConversionModel Express app is an automated, online version of the standard ConversionModel questionnaire – but available at a lower cost.

ConversionModel founder Jan Hofmeyr, head of behaviour change at TNS, says Express customers will get the same data as a full-service customer would, but without a consulting layer on top.

“It’s not ConversionModel Lite,” he explains. “It’s going to give you the basic cut that you would get if you came to TNS.”

The app is available through ZappiStore in the UK, US, France, Germany, China, Australia and Canada from today.

The ZappiStore platform itself was launched earlier this year. Phillips, who also runs the agency Spring Research, described Zappi at launch as an attempt to streamline and automate the process of testing new product concepts, ad creative and other ideas.

Its site allows visitors to select what they want to test and to choose their audience (based on number of people, geographic location, age, gender and other variables). The creative being tested then needs to be uploaded before a pre-defined survey is sent to respondents.

With the addition of ConversionModel, brand equity research is now also possible. But what’s in it for TNS? And isn’t Hofmeyr concerned about cannibalising existing ConversionModel sales?

Click here for an interview with Hofmeyr and Phillips.