The playbook for managing CX across markets

2025: The year Connected Insights became non-negotiable

Brands are making x10 more decisions than they did just three years ago — thousands every month, across more channels, markets, and consumer moments. But decision velocity has outpaced insight velocity. Most research systems simply weren't built for the speed at which modern businesses operate.

In 2025, that started to shift.

Connected insights began moving from nice-to-have to non-negotiable as more of the world’s leading brands worked to bring consumer understanding into the flow of daily decisions.

This transformation is still underway. The gap isn’t closed yet.

But 2025 made one thing clear: brands that stay continuously connected to consumers are the ones that win.

Here’s how the year unfolded, and how Zappi helped accelerate the shift.

This year, Zappi added customers with more than $160B in combined revenue, across 39 major global and US brands.

Zappi now partners with more than half of the Fortune 500 CPG brands, including PepsiCo, Mars, Colgate-Palmolive, and Coca-Cola, across 250+ business units.

Across the platform in 2025, Zappi customers:

• Tested 90K ideas

• Engaged 8M consumers in 62 countries

• Powered more than 273 concepts created by our AI agents, with 766 concept iterations

And together, they surpassed 1.2 billion consumer data points, fueling one of the most robust and continuously growing insight ecosystems in the world.

These aren’t just numbers.

They’re signals of trust—and evidence that brands are moving toward continuous, consumer-driven decision velocity, fueled by connected insights.

Earlier this year, Forrester's Total Economic Impact study confirmed what many of our customers already knew: connected insights lead to better business outcomes.

According to Forrester, Zappi delivers 243% ROI with payback in under six months.

These results reflect what happens when the voice of the consumer informs decisions across advertising, innovation, and brand building. Brands reduce risk. They move faster. They launch with confidence. And ultimately, they win with consumers.

How we evolved the Zappi platform in 2025

As brands accelerate decision-making, they need a connected insights platform to keep up.

In 2025, we focused our platform evolution on one goal: closing the gap between decisions and insight.

This year, we shipped more than 150 product releases focused on making insights faster, easier, and more connected. We added AI-enhanced workflows that accelerate how teams work, gave teams flexibility for ad hoc testing, and made it simple to connect testing data together—turning fragmented insights into a unique, continuously growing data asset that gets smarter with every project. And we launched an entirely new product pillar onto the platform: brand tracking, bringing continuous brand health measurement into the connected insights ecosystem.

Yes, speed matters. But it's not just about velocity. 

It's about delivering breakthroughs that keep you ahead of the rhythm of modern decision-making. Every release moved the industry closer to a world where consumer insight is connected, continuous, and instantly accessible — matching the rhythm of how brands work today.

Modern marketers need brand health insights that keep pace with how they work today—continuous, accessible, and built for agility. But for too many teams, brand tracking has been out of reach due to cost and complexity.

That's why we launched the Zappi Brand Health Tracker— with continuous data collection and regular reporting updates, all at a price point that finally opens up brand tracking to more teams across more markets.

With Zappi Brand Health Tracker, brands can:

• Monitor brand performance with continuous data collection and regular updates

• Connect brand health to advertising and innovation impact

• Identify early signals and address issues before they become costly

• Access high-quality tracking at a fraction of traditional costs, enabling democratized brand measurement across markets and teams

This isn’t just a new tracker.

It's brand health measurement designed for how modern marketing teams actually operate—and priced so more teams can finally benefit from it.