Decode vs Zappi
Zappi automates testing. Decode uncovers the emotion, attention, and intent behind every result.
Overview
Zappi is built for automated testing across advertising, innovation, and brand tracking. It offers rapid study setup, real time analytics, and benchmarking against category norms.
Decode is built for behavioural accuracy. It unifies quant, qual, and behavioural analytics with Emotion AI, Attention AI, and Voice AI to decode not just what performs but why it performs.
Zappi gives you standardized outcomes.
Decode gives you human truth.
What sets Decode apart
Zappi is automation led.
Decode is behaviour led.
Decode adds layers Zappi cannot:
• Facial emotion analytics
• Eye gaze and attention tracking
• Voice tone and sentiment
• Predictive recall, resonance, and intent scoring
• Unified quant + qual + behavioural workflows
• Searchable insight repository for reuse and scale
Decode shows the emotional and cognitive reactions behind every choice.
Quick comparison
Decode | Zappi | |
|---|---|---|
Platform type | Unified behavioural insights platform | Automated testing platform |
Core strength | Depth and behavioural accuracy | Speed and standardization |
Research modes | Quant + qual + behavioural | Quantitative |
Behavioural signals | Emotion + gaze + voice | None |
Predictive modelling | Built in | None |
Repository | Centralized and searchable | Basic dashboards |
Research approach
Decode
Built for multimodal insight across:
• Surveys and quant data
• Video and open ended responses
• Facial emotion
• Eye gaze and attention paths
• Voice tone and sentiment
• Predictive behavioural modelling
Zappi
Built for standardized testing across:
• Ads
• Concepts
• Packaging
• Innovation
With:
• Automated templates
• Real time analytics
• Benchmark comparisons
Fast setup, limited behavioural insight.
Feature by feature comparison
Signal depth
Signal Type | Decode | Zappi |
|---|---|---|
Facial emotion | Yes | No |
Voice sentiment | Yes | No |
Eye gaze and attention | Yes | No |
Behavioural intelligence | Yes | No |
Predictive scoring | Yes | No |
AI automation
Capability | Decode | Zappi |
|---|---|---|
AI summaries | Yes | Yes |
AI tagging | Yes | Yes |
Multimodal AI | Yes | No |
Behaviour validated insights | Yes | No |
Decode automates emotional depth.
Zappi automates study setup.
Platform strengths
Area | Decode | Zappi |
|---|---|---|
Custom workflows | High flexibility | Template driven |
Insight depth | Emotion + attention + voice | Benchmarks and dashboards |
Study types | All methods unified | Mainly ad and innovation testing |
Repository | Insight memory and reuse | Centralized dashboard only |
Suitability | Enterprise scale | High frequency agile testing |
Where Decode leads
Zappi Limitation | Decode Advantage |
|---|---|
No emotion or attention measurement | Emotion and attention analytics |
No non verbal signals | Voice sentiment and cognitive cues |
No predictive scoring | Predictive recall, resonance, intent |
Standardized templates only | Fully customizable workflows |
Quant only | Quant + qual + behavioural |
Limited depth on why something works | Behaviour validated understanding |
Decode explains the why behind every performance metric.
Ideal use cases
Decode | Zappi |
|---|---|
Deep creative and concept validation | Rapid ad and concept testing |
Emotion and attention led testing | Template driven benchmarking |
Behavioural validation for strategic decisions | Continuous agile testing |
Predictive outcomes for campaigns and products | Quick, standardized results |
Example impact
A global CPG team used Decode to validate ad creatives across regions.
By analyzing emotion, gaze focus, and predicted recall, they identified stronger creative assets before launch.
The result: higher recall accuracy, shorter testing cycles, and more confident decisions.
Closing
Zappi enables automated, benchmark led testing at speed.
Decode adds emotion, attention, and predictive intelligence so teams understand not just what works but why it works.
Both improve efficiency.
Only Decode delivers behaviour validated insight for confident decision making.