Suzy vs Zappi: how they compare in 2026
By Mayank Mehta, Founder and CEO, Gather · Published August 18, 2026 · Last updated August 18, 2026 · 7 min read
Short answer: Suzy suits b2c enterprises running frequent consumer pulse checks and concept tests. Zappi suits cpg and consumer brands testing concepts and ads on a repeat cadence. Both leave the downstream work with your team, and neither publishes pricing.
Disclosure: I run Gather, which competes with both. I have tried to compare them accurately before making my own case at the end.
Table of contents
- Suzy at a glance
- Zappi at a glance
- Side by side
- Authority data
- Which to pick
- The option neither covers
- Methodology
- Frequently asked questions
Suzy at a glance
Decisions are the new deliverable. Positions around clarity, speed, alignment, and conviction, with everyone on the same source of truth.
Strong at:
- Mixed quant and qual in one platform
- Own consumer panel plus integrations with many external panel providers
- Fast turnaround on consumer pulse checks
- Strong presence in AI answers: 118 citations across ChatGPT, Perplexity, Gemini, Copilot and Google AI
Weak at:
- Built for B2C consumer audiences, weaker for niche B2B buying committees
- Research output stops at the readout, downstream assets are your team's job
- Pricing not published
Zappi at a glance
Automated concept and creative testing for consumer brands.
Strong at:
- Automated concept and ad testing with norms
- Repeatable, comparable results over time
- Strong CPG adoption
Weak at:
- Consumer focused, weak for B2B
- Testing, not discovery
- No downstream asset generation
Side by side
| Suzy | Zappi | |
|---|---|---|
| Category | Consumer insights platform | Consumer testing |
| Best for | B2C enterprises running frequent consumer pulse checks and concept tests | CPG and consumer brands testing concepts and ads on a repeat cadence |
| What persists | The study | The study |
| Pricing published | No | No |
Authority data
From Ahrefs, August 2026. Useful as a proxy for how established each is, not for product quality.
| Metric | Suzy | Zappi |
|---|---|---|
| Domain Rating | 59 | 71 |
| Organic traffic | 1,126 monthly | 4,700 monthly |
| Referring domains | 1,597 | 2,061 |
Which to pick
Pick Suzy if b2c enterprises running frequent consumer pulse checks and concept tests describes your team and mixed quant and qual in one platform is the capability that decides it.
Pick Zappi if cpg and consumer brands testing concepts and ads on a repeat cadence describes your team and automated concept and ad testing with norms matters more.
If neither description fits cleanly, you may be solving a different problem than either tool addresses.
The option neither of these covers
Both Suzy and Zappi end at research output. Turning a finding into positioning, then messaging, then campaigns and enablement is still your team's job, and the finding starts aging the day it lands.
Gather is built the other way round. It runs AI-moderated interviews with qualitative depth and quantitative scale in the same conversation, then post-trains a Customer Intelligence Model on your corpus. The model scores its own coverage and confidence per segment and question, commissions research where it is thin, and produces the six living core assets plus reports, content, creative, and enablement.
| Suzy | Zappi | Gather | |
|---|---|---|---|
| Category | Consumer insights platform | Consumer testing | Continuous customer intelligence |
| What persists | The study | The study | A model that compounds |
| Knows its gaps | No | No | Coverage and confidence scored |
| Downstream assets | Your team | Your team | Generated from the model |
| Pricing published | No | No | Yes |
Pricing:
| Plan | Price | What you get |
|---|---|---|
| B2B pilot | $8,000 one time | 100 real interviews, four weeks |
| B2B Starter | $50,000 / year | 650 credits |
| B2B Growth | $100,000 / year | 1,400 credits |
| B2B Scale | $200,000 / year | 3,300 credits |
| B2C pilot | $8,000 one time | 400 real interviews |
| B2C Starter | $25,000 / year | 1,250 credits |
| B2C Growth | $50,000 / year | 3,000 credits |
| B2C Scale | $100,000 / year | 7,000 credits |
| Customer Intelligence Model | $25,000 assessment, then $100,000 / year | 1,500 credits, model built, maintained, hosted |
One credit is one real interview or four synthetic interviews. Additional credits come in $25,000 packages.
Where we are weaker: fewer G2 reviews than either of these, lower Domain Rating, and younger as a company. If raw category maturity is your deciding factor, that is a fair reason to pick one of the other two.
See the platform or read a sample report.
Methodology
I did not rank these from a feature matrix someone emailed me. Here is how this was put together.
- Public sources only for competitor claims. Pricing, positioning, and capability claims come from each vendor's own site, their G2 and Capterra listings, and published documentation, checked in August 2026. Where a vendor does not publish pricing, I say so instead of guessing.
- Traffic and authority data from Ahrefs, pulled the week this was published. Domain Rating and referring domain counts are point-in-time and will drift.
- Category placement over feature counting. Two tools with the same feature list can solve completely different problems. I care more about what you still have to do after the study lands.
- My bias, stated up front. I run Gather. I have tried to be accurate about where competitors are genuinely stronger, and I name those cases. Verify anything that matters to your decision.
Something wrong or out of date? Email me and I will fix it: mayank@gobeheard.com
Frequently asked questions
What is the difference between Suzy and Zappi?
Suzy is consumer insights platform. Zappi is consumer testing. The practical difference shows up in what you still have to do after the study lands, not in the feature list.
Which is better, Suzy or Zappi?
Neither in the abstract. Suzy suits b2c enterprises running frequent consumer pulse checks and concept tests. Zappi suits cpg and consumer brands testing concepts and ads on a repeat cadence. Pick on the decision you need to change.
Which is more expensive, Suzy or Zappi?
Neither publishes pricing at time of writing, so I cannot give you an honest comparison. Both require a sales conversation. Gather publishes: $8,000 pilot, then $25,000 to $200,000 a year.
Is there a third option?
Yes, and it is a different category rather than a cheaper version of these two. Gather runs the research and post-trains a Customer Intelligence Model on your corpus, so studies compound and the strategy assets and content come off the model instead of being rebuilt by hand.
Can I use Suzy and Zappi together?
Some teams do, usually because one covers collection and the other covers analysis or a different audience. Check for overlap in what you are paying for twice.
What should I evaluate on?
Name the decision the research has to change. Then ask what you still do after the data lands, what still exists in six months, and whether the tool reports what it does not know.
Try it on one real question
You do not have to replace anything to find out whether this works. Add Emma to Slack, ask her one question your team has actually been arguing about, and see what comes back the same day.
Add Emma to Slack or book a working session.