Circana and Zappi Team for 'Guided Surveys' Solution

In the US Circana, the company formed from the merger of IRI and the NPD Group, has launched what it describes as its first 'guided survey solution'. Fast Feedback Guided Surveys taps the consumer insights platform of partner firm Zappi and targets 'small to midsize CPG brands'.

The new solution integrates Circana's survey capabilities and Receipt Panel data and Zappi's technology to provide a quick-start, guided survey set-up process, automated analysis and benchmarking facilities. Clients are promised insights from verified omnichannel buyers to answer business questions in seven days or fewer, and can assess sample availability, configure predesigned surveys appropriate to their category and brand, and receive pre-launch help from Circana's Consumer and Shopper Insights team.

Four preconfigured surveys will be available at launch - New Trier, Lost Buyer, Brand Perception and Path-to-Purchase - with more in development.

Circana SVP Survey Solutions Brad Bane (pictured) comments: '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 CEO of Zappi says the combination is 'a game changer for companies looking to bring more powerful and timely shopper insights to their retail partners'.

Web sites: www.circana.com and www.zappi.com .