Ontevo vs. Zappi
Zappi tests the concepts and ads you already decided to build, with real and synthetic consumer panels. Ontevo finds what the market is already telling you it wants, before you spend a single research credit.
One tests your hypothesis. The other finds it first.
Zappi is a pre-launch testing platform built for enterprise research teams: its Innovation System runs concept, pack, and pricing tests against a harmonized normative database, and its AI Concept Creation Agents, developed with Mars and Diageo, draft on-brand concepts in minutes. All of it starts with asked research. A brand decides what to test, then Zappi scores that idea against category norms. Ontevo starts one step earlier: the Full Diagnostic runs 50 analyzers across reviews, search demand, and competitor positioning to surface the gaps a brand never thought to test, then prices each one in dollars on a Truth Card. Zappi tells you whether your concept tested well; Ontevo tells you which concept you should have tested.
When to use which
If you are a global consumer brand about to fund a national launch and you need three concepts and a pack design pressure-tested against category norms first, Zappi is the right tool, and the category leader at it. Ontevo does not test hypotheses with consumer panels. It reads the evidence that already exists in reviews, search demand, and competitor positioning, finds the gaps nobody thought to test, and hands each one to an agent that drafts the fix for a human to approve. A team with no research budget, no panel access, and no research function cannot reach Zappi in the first place, and that is the space Ontevo fills. Plenty of enterprise brands should run both: Ontevo to decide what is worth testing and price the gap, Zappi to validate the winner with real consumers before it ships.
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