Case Study: McDonald's achieves rapid, consistent test-and-learn innovation with Zappi

How McDonald's has partnered with Zappi to build its test-and-learn approach to innovation, rather than a test to earn a good score approach

McDonald's partnered with Zappi to solve slow, inconsistent concept testing that was forcing teams to “earn a good score” rather than iterate toward the best version of an idea. Facing COVID-accelerated market change, McDonald's needed rapid, reliable consumer feedback and a consistent testing approach to compare ideas and make faster decisions.

Zappi delivered a single, tailored concept-testing platform with standardized audiences, tagging taxonomy and custom benchmark norms, enabling tests to be run in hours instead of weeks. As a result, McDonald's can run many more, comparable studies, perform meta-analysis on stored results, and shift to a true test-and-learn innovation process—improving speed-to-insight, increasing iteration, and giving the insights team more time to drive consumer-centered product decisions.

McDonald's

Matt Cahill

Senior Director of Insights Activation