Market Logic and Zappi Partner to Speed Concept Creation, Testing, and Decisions with Agentic AI
Product development teams want fewer handoffs, clearer signals, and faster calls. Market Logic Software and Zappi are linking their platforms to make that cycle tighter end to end. Through an agentic AI framework and AI-to-AI integrations, concept generation and real-world testing now live on one continuous track.
The move connects Market Logic's DeepSights AI agents in the Innovation Studio with Zappi's respondent testing at scale. You get always-on analysis of research, news, and operational data, plus a quick jump to consumer validation with a few clicks. Less context switching. More time making decisions.
What's new
- AI agents trained for insights monitor and synthesize internal and external data so your team can spin up smarter concepts faster.
- Concepts can be pushed directly into Zappi to test with real people-no exports, no duct tape, no rework.
- A single ecosystem ties insights, creation, testing, and learning into one loop that reduces time to market and improves decision quality.
How it works (at a glance)
- Start with a brief or business question in Market Logic's Innovation Studio.
- DeepSights AI agents scan past research, market signals, and performance data to surface opportunity spaces and generate initial concepts.
- Select concepts and send them to Zappi for rapid consumer testing across audiences and markets.
- Review results, iterate concepts, and rerun tests-without breaking the chain of context.
- Document decisions and share learnings across teams to keep momentum and consistency.
Why it matters for product development
- Shorter cycles: Move from insight to tested concept in hours or days, not weeks.
- Higher signal clarity: Use connected data to narrow ideas before you spend on big studies or builds.
- Fewer handoffs: Reduce the friction between strategy, research, and product decisions.
- Repeatable workflow: Standardize how you build, test, and learn across categories and markets.
Where this helps first
- Early-stage concept creation and framing
- Concept screening and prioritization
- Claims and benefit testing
- Packaging, messaging, and value prop checks
- Go/hold back calls before pilots or tooling
Leadership views
Olaf Lenzmann, Chief Product and Innovation Officer at Market Logic Software, noted that the partnership supports an intelligence ecosystem that helps teams build differentiated propositions at scale.
Steve Philips, Founder and Chief Innovation Officer of Zappi, said: "The real competitive advantage today isn't individual tools - it's how well your insights ecosystem works together. This partnership shows how agentic AI makes seamless integration possible at enterprise scale, unlocking the full value of existing data."
What to do next
- Map your current concept-to-test workflow and identify the slowest handoff. That's your first use case.
- Feed your existing research and performance data into Market Logic to give the AI agents the context they need.
- Stand up a weekly concept sprint: generate, test on Zappi, iterate, decide. Keep it lightweight and consistent.
- Create a simple decision log so wins and misses inform the next cycle automatically.
Learn more
See the platforms in action:
If your team is building AI fluency to make this work stick, explore role-based learning at Complete AI Training.
About the companies
Market Logic Software provides SaaS for market intelligence and insights. Its DeepSights AI equips decision makers with trusted insights at scale. For over 15 years, consumer brands such as Unilever, Vodafone, Bayer, and Tesco have used Market Logic to make smarter market moves. Learn more at marketlogicsoftware.com.
Zappi is a consumer insights platform that helps teams make faster, smarter decisions with connected, AI-powered feedback. Trusted by 350+ brands, Zappi supports product, ad, and brand development and has been recognized by MarTech Breakthrough, Business Insider, and MRS for technology innovation. Visit zappi.com.
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