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Leveraging Gen AI to surface emergent insights to build funnel and engagement

Zappi

Branding

Product Strategy

AI Strategy

Product Design

Growth Marketing

10-15%

timesaving on evaluation and reporting

timesaving for insights teams, eliminating manual processes

20%

increase in engagement (PES) with Zappi platform

40%

reduction in research costs

Zappi is a B2B consumer insights platform helping global brands, test and optimise ads and products (CPG, QSR and Telco). As Generative AI began to breakthrough into mainstream awareness, it raised a new question for market research in general and what it would mean for Zappi's future.

Approach

Leading the AI and data strategy, I set out reimagining how human expertise and AI could work together to shift Zappi from analyst-led reporting to a marketer-led self-serve experience.

Implemeneted a dual track approach to run / grow the business (i.e. run now/next in parallel), aligning product, design and engineering teams to a shared roadmap.

I launched Zappi's first AI features, the start of a new suite designed to democratise insights and accelerate innovation:

AI Insights Summaries - a feature that auto-summarised qual + quant data on charts so insights teams could move faster

AI Quick Reports - one-click, stakeholder-ready reports reducing manual analysis for insights teams and serving actionable insights directly to marketers

Building momentum on the longer term vision, I established a product led growth motion and syndicated data strategy creating a richer and reusable data asset to build out new freemium and subscription products - broadening the customer base and diversifying revenue.

Leading the AI and data strategy, I set out reimagining how human expertise and AI could work together to shift Zappi from analyst-led reporting to a marketer-led self-serve experience.

Implemented a dual track approach to run / grow the business (i.e. run now/next in parallel), aligning product, design and engineering teams to a shared roadmap.

I launched Zappi's first AI features, the start of a new suite designed to democratise insights and accelerate innovation:

AI Insights Summaries - a feature that auto-summarised qual + quant data on charts so insights teams could move faster

AI Quick Reports - one-click, stakeholder-ready reports reducing manual analysis for insights teams and serving actionable insights directly to marketers

Result

The initiative drove meaningful efficiency gains for customers. Insights teams saved time in analysis and reporting. Marketers gained faster access to actionable insights.

With AI Quick Reports, we get 80% of our analysis done in 1% of the time

Data quality, depth and harmonisation improved significantly, with reduced activation costs of ~90% per category-market (e.g. Spirits, USA), creating a strong foundation for future AI-native solutions.