NEWS31 August 2023

Zappi and Circana partner on survey tool


US – Customer behaviour business Circana, formerly IRI and The NPD Group, and customer insights company Zappi have teamed up on a guided survey tool for consumer insight.

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The tool, called Fast Feedback Guided Surveys, will use Circana’s survey capabilities and Receipt Panel data alongside Zappi’s consumer insights platform to help users gather insights from verified omnichannel buyers.

The two companies said the tool was targeted at small to midsize consumer packaged goods (CPG) brands and would provide predesigned surveys with guidance from Circana’s consumer and shopper insights team.

Four preconfigured surveys will be available at launch, with additional surveys currently in development and aimed to be released regularly.

Brad Bane, senior vice-president, survey solutions, at Circana, said: “Connecting the human voice to current shopper activities is essential for companies looking to compete more effectively in the marketplace.

“Our Fast Feedback Guided Surveys, leveraging verified buyer samples drawn from our Receipt Panel, allow clients to derive insights with scale and agility to better address business needs quickly and effectively.”

Steve Phillips, co-founder and chief executive at Zappi, added: “We’re excited to partner with Circana to reimagine the research process, allowing them to increase speed-to-insight for their clients.

“Circana’s Receipt Panel and survey expertise paired with Zappi’s consumer insights platform is a game changer for companies looking to bring more powerful and timely shopper insights to their retail partners.”