The State of Creative Effectiveness: Social Video 🎥

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Learn how McDonald's has partnered with Zappi to build its test-and-learn approach to innovation, rather than a "test to earn a good score" approach.

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Why partner with us

Better research

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Get deeper

Quality responses

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Let's chat

Talk to us
How we can help

Advertising

Innovation

Brand tracking

Professional services

Advertising research capabilities

TV ads

Storyboards

Early campaign ideas

Digital ads

Innovation Research Capabilities

Idea screening

Concept testing

Pack research

Pricing research

AI Concept Creation Agents

Customer Success McDonald's Iterative innovation research with McDonald's

Learn how McDonald's has partnered with Zappi to build its test-and-learn approach to innovation, rather than a "test to earn a good score" approach.

Read Now
Zappi helps...

CPG

QSR & Dining

Finance

Telecommunications
Get inspired

Research & resources

By content type

Customer stories

Podcast

Blog

News

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Go deep

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Pricing

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Posts by Jack Millership

Temporary Test Blog

Introducing Curated Norms: A new standard for measuring ad effectiveness

August 20, 2025

Some campaigns just don’t land like they used to. “Whassup?” from Budweiser was once a cultural phenomenon. It let everybody in on an inside joke while underscoring the value of its product, without ...

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Temporary Test Blog

How automation has impacted quantitative research

March 24, 2022

The days of time-consuming and high-cost quantitative research are long over. Today, we have the ability to run tests at high-volumes using automated platforms to collect the data brands need to make ...

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Posts by Jack Millership

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