Stephen Phillips, CEO Zappi "Zappi has become a platform"
marktforschung.de: Steve, the brand ZappiStore is changing to Zappi. What was the purpose of the rebranding?
Stephen Phillips: The days of Zappi being an app store for market research tools are over. For a while now, we’ve been moving away from this model. Zappi has become a platform. We automate process and scale expertise to help insights and marketing departments make better decisions.
Businesses will be using the Zappi platform habitually to predict which ads or products are most likely achieve an impactful ROI.
marktforschung.de: Where do you see Zappi in 10 years?
Stephen Phillips: We will have grown exponentially. Our headcount will have shot up and our aim to codify human expertise will have reached fruition. Businesses will be using the Zappi platform habitually to predict which ads or products are most likely achieve an impactful ROI, based on an ever-expanding network of data collected from years’ worth of research and meta-analysis.
marktforschung.de: You are also launching a Certified Consulting Program in the US, which will shortly be followed by Europe and Asia - can you please explain what it’s about?
Stephen Phillips: You’ll get a personal consultant with a background in market research and Zappi-specific training, as well as assistance with setting up, project management, and report analysis. Ultimately, we’re trying to reduce the stress of joining our technology-led ‘insights revolution’. Our consultants understand how to translate your data into business solutions, and you’ll carry this expertise with you into the future.
In the technology world, the focus is on machine learning which is a branch of AI.
marktforschung.de: What do you consider as the biggest challenge in the market research industry and why?
Stephen Phillips: In the technology world, the focus is on machine learning which is a branch of AI. The research industry is doing a lot of thinking around this, there are many companies, including Zappi, who are experimenting with, and implementing, these solutions to solve real world business needs. The industry needs this to make research better, faster, and most importantly - cleverer.