Uncategorized Archives

Science Uncovers How To Turn New Concepts Into Mainstream Successes.

June 27, 2018/in Uncategorized /by vypr_zvjnqd

How Can You Ensure Your New Product Will Be The Next Big Thing?

In our last report, we discovered how emerging trends such as Vegan don’t necessarily make products more popular when they hit the mainstream shelves of retailers. So, how can you predict when your product or NPD concepts will tip from being cool with the minority to adopted by the masses and commercially successful?

A recent study in the journal Science suggests that people’s preferences and actions are influenced by social dynamic and that you need at least a quarter of your audience to elevate something from hipster trend to mainstream.

As reported in The Independent newspaper and the journal Science, 200 people took part in an online naming game where they were shown a face for which they had to come up with a name alongside an anonymous partner. To win, they both had to write down the same name. They were then shown the suggested names after the round ended.

After a number of rounds with different partners, and when at least 25% of people chose the same name, this very quickly became the majority viewpoint.

There are multiple ways to iterate your product’s way to success, whether it be at concept stage, in the final waves of refining a product to go to market or in the trenches, pulling a product’s failure on shelf to pieces after the launch. Interestingly, VYPR works in a similar way to the Science journal study.

VYPR’s technology connects your products to consumers like never before. We break down every element of new and existing product propositions into their constituent parts; testing their relative contributions to product performance with 1000s of consumers via smartphone, both online and in store. Combining these insights with social listening data – for instance – could help you to predict just how ready your audience is to adopt your product concepts or help you to change them towards a better outcome.

Read on or contact us here.

Image courtesy of Eater.

Get To Better Products Faster.

Ask anything of our panel of 1000s of consumers, available 24/7 via the VYPR App and website. Sit back and watch the results as they come in. VYPR makes rapid prototyping a reality, enabling suppliers and retailers to quickly validate unlimited hypotheses throughout the NPD process, from early stage product development to prelaunch refinement. Our geo-fencing technology enables consumers to answer questions live, during their shopping missions in store and at fixture.

Over 90% Of Clients Generate ROI & Renew Their VYPR Licence Every Year.

VYPR can save you £000s in product development and failed launch costs, as well as getting your product to market faster. That’s why the UK’s leading product developers, marketers, commercial managers, category managers and buyers choose to deploy VYPR every day. Every SKU can be optimised to the nth degree, ensuring that every product achieves its greatest potential.

There’s Something You Need To Know Before Jumping On The Vegan Bandwagon.

June 18, 2018/in Uncategorized /by vypr_zvjnqd

So, How Much Is Vegan Truly Converting Consumers?

In our latest study, we sought to test how much emerging concepts hitting the mainstream are likely to translate into trial, purchase intent and commercial success.

Vegan is a trend that has fast been adopted by restaurateurs, food manufacturers and retailers across the UK. It’s perceived to be a highly-lucrative area for new product development. However, aside from the noise being made in the FMCG sector and trade press, how ready are mainstream UK consumers to adopt it into their everyday lives and how differentiating and value-adding is Vegan to product ranges? Our latest research suggests that simply introducing or reformulating a product as Vegan doesn’t necessarily mean you’re going to be onto a commercial winner and VYPR is helping brands to identify the pitfalls to avoid.

In case you’re unclear, vegetarianism refers to a diet based on plants and grains, but may still include eggs and dairy. Like vegetarians, vegans don’t eat any animal flesh. But, they also leave dairy foods, eggs and any other animal-derived items off their plates and out of their lives altogether.

We tested a range of products and found that the Vegan badge – marketed as a headline differentiator – doesn’t necessarily translate into strong purchase intent (today at least). For instance, 69% of the VYPR panel would purchase a product marketed as a Vegetarian Ready Meal, but when marketed as a Vegan Ready Meal – and all other things being equal – the percentage of consumers willing to purchase the product reduced dramatically to just 49%.

In the biscuits category, we also found that the Vegan badge added no value to the purchase intent of consumers, resulting in 44% of consumers willing to purchase the product tested in both cases. Vegan or not, this potentially suggests a more fundamental rejection of the product that a trending concept would add little value to solving or elevating.

There is undoubtedly growth in plant-based and Vegan foods. Our research suggests, however, that putting a Vegan logo on a product will not necessarily make it more popular. In our view, companies need to think carefully about how plant-based foods integrate with peoples’ everyday lives – whether you’re a practicing Vegan or not – and understand whether marketing them as “suitable for Vegans” works better than headlining them as Vegan.

It may be that the Vegan badge dissuades some people from purchasing, as they see it as not being a product developed for them (perhaps akin to gluten-free products). Or, maybe the concept of Vegan products and their wider benefits beyond the animal protection movement itself (e.g. being perhaps suitable to those with certain allergies) is not broadly understood by everyday consumers. For many, it may be that Vegan should be a secondary message to help consumers navigate and make the right choice, rather than it being flagged as a headline selling point.

Either way, VYPR can help you to test and iterate your way through the minefield and make sure that every product in your range is optimised for purchase intent, both before it hits the shelves or to explain why it might not be flying off them when launched.

Read on or contact us here.

Image courtesy of Avant-Garde Vegan.

Get To Better Products Faster.

Ask anything of our panel of 1000s of consumers, available 24/7 via the VYPR App and website. Sit back and watch the results as they come in. VYPR makes rapid prototyping a reality, enabling suppliers and retailers to quickly validate unlimited hypotheses throughout the NPD process, from early stage product development to prelaunch refinement. Our geo-fencing technology enables consumers to answer questions live, during their shopping missions in store and at fixture.

Over 90% Of Clients Generate ROI & Renew Their VYPR Licence Every Year.

VYPR can save you £000s in product development and failed launch costs, as well as getting your product to market faster. That’s why the UK’s leading product developers, marketers, commercial managers, category managers and buyers choose to deploy VYPR every day. Every SKU can be optimised to the nth degree, ensuring that every product achieves its greatest potential.

Contact us now to road-test VYPR.

To learn more about how VYPR can help you, simply dial +44 (0) 161 694 6320 or complete our contact form below.

We’re open Monday to Friday 09h00 – 17h00.

Bain Report: 90+ FMCG Categories At Risk

June 4, 2018/in Uncategorized /by vypr_zvjnqd

Is Your Category At Risk From A New Breed Of Insurgent Brands?

According to Bain’s analysis of over 90 fast-moving consumer goods categories, a new breed of “insurgent” brands has outpaced category growth rates 10 fold in the last 5 years; capturing 25% of total growth in sales from 2012 – 2016. The data is from the USA, but the analysts are seeing similar trends globally in developed markets, including the UK.

As consumer needs change, these small and agile brands are responding at increasingly lower cost and faster paces to innovate. They are unencumbered by archaic product development processes, quick to adopt digital technology to improve insight and product performance at retail and doggedly pursue the optimisation of their hero products before considering expansion. VYPR is proud to work with some of these brands, as well as supporting established businesses willing to embrace more agile methodologies to improve product understanding and performance.

At the heart of all of this is a commitment to agility: to survive, grow and thrive. Their consumer propositions are clear and authentic and their brands are activated in innovative ways across multiple channels. Critically, insurgent brands are focused on relentless test and learn programmes to drive up brand memorability, shopper visibility and range productivity.

For instance, Bain cites one beauty company that developed a minimum viable product within two days and launched a new click-through social media campaign within four weeks.

Across the FMCG spectrum, VYPR is playing an increasingly pivotal role when it comes to supporting agile product development process. With VYPR, every SKU can be optimised to the nth degree, ensuring that every product achieves its greatest potential.

From initial concepts, product names, branding and packaging to ingredients, colourways, pricing and marketing messages, the anatomy of every product is different and it can be difficult to decipher what is truly driving purchase behaviour in store. Every week, we test 1000s of variables that make up every product with consumers, providing effective tools and techniques that deliver fast, statistically-robust and consumer-led intelligence to enhance, accelerate and predict existing/new product performance.

Whether you’re focused on optimising your existing products or testing new concepts, VYPR can save you £000s in product development and failed launch costs, as well as getting your product to market faster. That’s why 100s of product developers, marketers, commercial managers, category managers and buyers choose to deploy VYPR every day, throughout some of the UK’s leading retailers and manufacturers.

Click here to see our case studies or contact us to find out more.

You can also see the full Bain article here.

Headline image courtesy of deliciousliving.com

Get To Better Products Faster.

Ask anything of our panel of 1000s of consumers, available 24/7 via the VYPR App and website. Sit back and watch the results as they come in. VYPR makes rapid prototyping a reality, enabling suppliers and retailers to quickly validate unlimited hypotheses throughout the NPD process, from early stage product development to prelaunch refinement. Our geo-fencing technology enables consumers to answer questions live, during their shopping missions in store and at fixture.

Over 90% Of Clients Generate ROI & Renew Their VYPR Licence Every Year.

VYPR can save you £000s in product development and failed launch costs, as well as getting your product to market faster. That’s why the UK’s leading product developers, marketers, commercial managers, category managers and buyers choose to deploy VYPR every day. Every SKU can be optimised to the nth degree, ensuring that every product achieves its greatest potential.

Contact us now to road-test VYPR.

To learn more about how VYPR can help you, simply dial +44 (0) 161 694 6320 or complete our contact form below.

We’re open Monday to Friday 09h00 – 17h00.

VYPR Report: Robust In Store Insights Enhance Purchase Intent Understanding

May 22, 2018/in Uncategorized /by vypr_zvjnqd

Is your product research missing a trick?

VYPR research suggests that better in store contextual insights could further enhance your category and purchase intent understanding.

Propensity to purchase modelling and predicting commercial success from NPD and promotions can be an expensive and complex exercise. The latest results from VYPR research indicates that a critical component could be missed: that final moment when a consumer chooses to pick up your product and put it in the basket.

Most traditional research methods are either limited to testing concepts and products with consumers out of context and/or they rely on consumers interacting with a researcher in store, which often skews the results as the results rely on stated behaviours over truly understanding what is driving purchase behaviour at fixture.

In a recent study, VYPR deployed its geo functionality – our ability to test with consumers alone with their smartphone when actually in store on a specific shopping mission – to test how this final moment might provide further insight on how likely a product is to succeed.

Combined with our standard process that uses behavioural science to unlock unconscious decision-making (versus stated behaviours) to better predict the likelihood of products to drive purchase intent versus traditional methods, Geo enables us to further augment the results and assess how much the context of the shopping mission might alter the results. We have found that there is not always a statistically-significant variance. However, it is clear that certain product interactions play out differently when the last moment in the purchase journey is analysed in store; suggesting that Geo should always be considered as a further bolt-on to the process to further validate results.

Test 1: Convenience

In the test, we looked at a variety of products, including lasagne: raw ingredients to cook from scratch, ready-made pasta, jar sauces, meal kits and ready meals. The percentage of people who would purchase a ready-made lasagne was 11% higher from those in store than not, with lasagne meal kits 19% less popular. All of the other products ranked the same. It is perhaps the case, therefore, that the perceived convenience of a meal kit lasagne is unconsciously selected as being too high in effort and low in reward versus a ready meal. Conversely, perhaps those who are committed to cooking some elements from scratch are much less likely to be swayed. Geo enables product developers and commercial teams to test these hypotheses and understand the size of the prize more accurately when taking products to market and/or understanding why categories behave in the way that they do.

Test 2: Price & Promotion

In another test, we looked at 3 sauvignon blanc wines that are currently on promotion; combining both standard steers and in store tests with Asda shoppers. Away from the store, shoppers showed a significant preference for a Jacob’s Creek Sauvignon Blanc at 2 for £9 versus an Asda Extra Special at £6 and an Aupori reduced from £6 to £5.

Once we applied Geo, the biggest shift we saw was that only 8% of people in store rejected all of the offers, compared to 22% of people outside of the store environment. The standard steer provided the overall story of preference, but the Geo test unlocked further understanding of how rejecters switch their behaviour into the deals at fixture.

If you’d like to learn more about how similar insights might affect your category and product performance, we’d love to hear from you. Drop us a line to find out more and contact us here.

Get To Better Products Faster.

Ask anything of our panel of 1000s of consumers, available 24/7 via the VYPR App and website. Sit back and watch the results as they come in. VYPR makes rapid prototyping a reality, enabling suppliers and retailers to quickly validate unlimited hypotheses throughout the NPD process, from early stage product development to prelaunch refinement. Our geo-fencing technology enables consumers to answer questions live, during their shopping missions in store and at fixture.

Over 90% Of Clients Generate ROI & Renew Their VYPR Licence Every Year.

VYPR can save you £000s in product development and failed launch costs, as well as getting your product to market faster. That’s why the UK’s leading product developers, marketers, commercial managers, category managers and buyers choose to deploy VYPR every day. Every SKU can be optimised to the nth degree, ensuring that every product achieves its greatest potential.

Contact us now to road-test VYPR.

To learn more about how VYPR can help you, simply dial +44 (0) 161 694 6320 or complete our contact form below.

We’re open Monday to Friday 09h00 – 17h00.

VYPR CEO Ben Davies Named In The Maserati 100

April 30, 2018/in Uncategorized /by vypr_zvjnqd

We’re delighted to announce that VYPR Founder and CEO Ben Davies has been named in this year’s Maserati 100 list of leading entrepreneurs. Now in its fourth year, the awards recognise Britain’s entrepreneurs who have made valuable contributions to the economy. Voters can put forward names of businessmen and women to be included in the prestigious list. Winning candidates are described as people with a big idea that converted into a successful business.

Recognising Britain’s Game Changing Entrepreneuers

Maserati was founded over 100 years ago by the Maserati brothers who were entrepreneurs and disruptors of their time. With humble, pioneering beginnings as a motorsport works, the family made a ground-breaking move in 1926 by acquiring Diatto’s racing materials including chassis, gearboxes and other components to create the very first Maserati car, the Tipo 26. The car quickly made its name on the Italian motor racing scene, resulting in the brothers working non-stop to meet demand, producing a total of 43 Tipo 26 race cars.

Nurturing the entrepreneurial spirit is something that Maserati’s founders were passionate supporters of and we are proud to continue today with 2018’s Maserati 100 List.

Ben Davies, VYPR CEO and Founder: “I am truly honoured to be part of this list and among some incredible and inspiring company. Here at VYPR, we work hard to enable fast-moving consumer goods (FMCG) businesses to turn product innovation into a science, ensuring successful outcomes of the product development process every time. As always, kudos go to our amazing team and clients that continue to support us on our journey.”

Get To Better Products Faster.

Ask anything of our panel of 1000s of consumers, available 24/7 via the VYPR App and website. Sit back and watch the results as they come in. VYPR makes rapid prototyping a reality, enabling suppliers and retailers to quickly validate unlimited hypotheses throughout the NPD process, from early stage product development to prelaunch refinement. Our geo-fencing technology enables consumers to answer questions live, during their shopping missions in store and at fixture.

Over 90% Of Clients Generate ROI & Renew Their VYPR Licence Every Year.

VYPR can save you £000s in product development and failed launch costs, as well as getting your product to market faster. That’s why the UK’s leading product developers, marketers, commercial managers, category managers and buyers choose to deploy VYPR every day. Every SKU can be optimised to the nth degree, ensuring that every product achieves its greatest potential.

Contact us now to road-test VYPR.

To learn more about how VYPR can help you, simply dial +44 (0) 161 694 6320 or complete our contact form below.

We’re open Monday to Friday 09h00 – 17h00.

VYPR Named In Top 50 Most Exciting Companies In The North West

April 26, 2018/in Uncategorized /by vypr_zvjnqd

We’re delighted to announce that we have been selected as one of the 50 most exciting companies in the North West of England by Insider. Our feature will be presented in Insider Magazine, which will hit the shelves (both online and in stores) in the next few days.

VYPR Named In Top 50 Most Exciting Companies In The North West

Ben Davies, VYPR CEO and Founder: “Here at VYPR, we work hard to enable fast-moving consumer goods (FMCG) businesses to turn product innovation into a science, ensuring successful outcomes of the product development process every time. It’s such an honour to receive such an accolade. Kudos go to our amazing team and clients that continue to support us on our journey.”

Get To Better Products Faster.

Ask anything of our panel of 1000s of consumers, available 24/7 via the VYPR App and website. Sit back and watch the results as they come in. VYPR makes rapid prototyping a reality, enabling suppliers and retailers to quickly validate unlimited hypotheses throughout the NPD process, from early stage product development to prelaunch refinement. Our geo-fencing technology enables consumers to answer questions live, during their shopping missions in store and at fixture.

Over 90% Of Clients Generate ROI & Renew Their VYPR Licence Every Year.

VYPR can save you £000s in product development and failed launch costs, as well as getting your product to market faster. That’s why the UK’s leading product developers, marketers, commercial managers, category managers and buyers choose to deploy VYPR every day. Every SKU can be optimised to the nth degree, ensuring that every product achieves its greatest potential.

Contact us now to road-test VYPR.

To learn more about how VYPR can help you, simply dial +44 (0) 161 694 6320 or complete our contact form below.

We’re open Monday to Friday 09h00 – 17h00.

VYPR Report: UK Consumers Not Quite Ready To Save The World

April 13, 2018/in Uncategorized /by vypr_zvjnqd

According to leading scientists, the world will run out of food by 2050, thanks to a population boom, which has producers across the planet looking at new ways to keep us all fed in the decades to come. According to recent reports (including the BBC’s Today programme this week), that means it may soon become legal in the UK to use insects as a food source for chickens that will ultimately end up on British plates. In the latest of our series on food waste innovation, we sought to find out just how accepting consumers are to the change and what this means – most importantly – for purchase intent.

According the VYPR consumer panel – which is representative of the UK population – over 55% said that they would eat insect-fed roast chicken in a restaurant, increasing to 66% when the benefits to the environment were clearly explained. Given that this is a relatively new trend (in this country at least), the numbers are encouraging. Interestingly, Lidl consumers seemed more open than most to purchasing a whole chicken from the supermarket fed in this way (71%), whereas the general population in the North West and North East were the least likely to endorse the practice as a good idea on the whole.

However, when given the choice of a standard chicken versus a more environmentally-friendly insect-fed variant, intent to purchase plummeted to just 28%, with only M&S, Lidl and Co-op customers slightly bucking the trend at 33%, 31% and 32% retrospectively.

VYPR comes into its own when it comes to splitting out stated attitudes versus actual behaviours. This kind of deployment of VYPR enables brands and producers not only to sound out the marketplace on concepts, but also helps them to identify cohorts within supermarket shoppers and regions that are most likely to trial and endorse these sorts of innovations. Critically, the purchase intent test also gets us much closer to understanding what might actually happen in store versus what might be stated in a market research focus group, perhaps to ease a conscience or two.

Image Source: Martha Stewart / Eric Asimov.

Drop us a line to find out more and contact us here.

Get To Better Products Faster.

Ask anything of our panel of 1000s of consumers, available 24/7 via the VYPR App and website. Sit back and watch the results as they come in. VYPR makes rapid prototyping a reality, enabling suppliers and retailers to quickly validate unlimited hypotheses throughout the NPD process, from early stage product development to prelaunch refinement. Our geo-fencing technology enables consumers to answer questions live, during their shopping missions in store and at fixture.

Over 90% Of Clients Generate ROI & Renew Their VYPR Licence Every Year.

VYPR can save you £000s in product development and failed launch costs, as well as getting your product to market faster. That’s why the UK’s leading product developers, marketers, commercial managers, category managers and buyers choose to deploy VYPR every day. Every SKU can be optimised to the nth degree, ensuring that every product achieves its greatest potential.

Contact us now to road-test VYPR.

To learn more about how VYPR can help you, simply dial +44 (0) 161 694 6320 or complete our contact form below.

We’re open Monday to Friday 09h00 – 17h00.

VYPR Consumer Survey Results: Waste Innovation

March 12, 2018/in Uncategorized /by vypr_zvjnqd

Food waste is high on the political agenda. This week, VYPR commissioned a report on consumer attitudes and behaviours surrounding food innovation in waste, importantly seeking to understand how this might impact purchase intent. Over 70% of consumers claimed that they would buy products featuring ingredients that would normally go to waste. 90% of respondents feel that waste is a serious issue, while 93% of UK consumers claimed that they felt individually responsible for taking action to reduce waste. Importantly, 89% indicated that they want to make a difference to tackle the problem, which surely puts pressure on food manufacturers and retailers to proactively empower their customers to take action. However, when we delve deeper and it comes to trying new innovative waste concepts, it is clear that there is still a long way to go to convince consumers to behave differently and embrace change.

VYPR comes into its own when it comes to splitting out stated attitudes versus actual behaviours. In the results, it is clear to see that recent brand initiatives and public campaigns have had some impact and entered the UK consciousness, with 37% of people now willing to buy ugly or “wonky” fruit and vegetables and 30% claiming they would buy products slightly past their “best before date” for a nominal price. However, in VYPR terms at least, these numbers are still extremely low, suggesting that there is a still a large void between stated attitudes and actual behaviours. Moreover, following recipes that use every part of the ingredient (e.g. including vegetable stems) was popular only with 12% of the panel and ready meals made with food items that would normally go to waste were popular only with 12% of the base. For instance, the concept of buying crisps made with potato peel was rejected wholesale by the panel. However, that isn’t to say that further iterations and concept testing – perhaps marketing them as potato skin crisps – deploying VYPR every step of the way to test its way to success – would fail to engage consumers.

Perhaps most concerning, and despite multiple claims to the contrary from market research (e.g. claiming that Millennials and young people care passionately about the environment), younger demographics were most likely to point to retailers, manufacturers and Government to solve the waste crisis rather than take individual responsibility. Moreover, over 43% (versus 15% of the overall panel) of 18-24s rejected the idea of trying any concepts that featured a component of product that would otherwise go to waste, suggesting that future generations need to be far better educated and engaged on the subject.

Image Source: The Guardian Peter Dazeley/Getty Images.

Drop us a line to find out more and contact us here.

Get To Better Products Faster.

Ask anything of our panel of 1000s of consumers, available 24/7 via the VYPR App and website. Sit back and watch the results as they come in. VYPR makes rapid prototyping a reality, enabling suppliers and retailers to quickly validate unlimited hypotheses throughout the NPD process, from early stage product development to prelaunch refinement. Our geo-fencing technology enables consumers to answer questions live, during their shopping missions in store and at fixture.

Over 90% Of Clients Generate ROI & Renew Their VYPR Licence Every Year.

VYPR can save you £000s in product development and failed launch costs, as well as getting your product to market faster. That’s why the UK’s leading product developers, marketers, commercial managers, category managers and buyers choose to deploy VYPR every day. Every SKU can be optimised to the nth degree, ensuring that every product achieves its greatest potential.

Contact us now to road-test VYPR.

To learn more about how VYPR can help you, simply dial +44 (0) 161 694 6320 or complete our contact form below.

We’re open Monday to Friday 09h00 – 17h00.

VYPR Predictions: The Latest 6 New Food Trends

February 21, 2018/in Uncategorized /by vypr_zvjnqd

Our clients are always on the hunt for inspiration to fuel their NPD or add something new and innovative to existing product ranges. VYPR comes into its own when testing new ideas and concepts. So, in the last month, we’ve picked out 6 key trends that are edging their way into the UK mainstream – Indian Street Food, Portuguese Cuisine, West African Cuisine, Japanese “Dude” Food, Vegan Food and Flexitarian meat products – and put them to the test across the VYPR panel. Whereas you’d expect certain shoppers to warm to certain flavour profiles, what is more interesting is to see just how complex the breakdown of acceptable trial formats would be across different supermarkets and demographics. It certainly isn’t one format fits all.

It will perhaps come as no surprise to see that when we tested the latest trends across the VYPR consumer panel, purchase intent was highest for more familiar flavour profiles such as Indian (78%) and Portuguese Cuisine (72%), closely followed by West African (66%) and Japanese “Dude” Food (55%). Also, it won’t surprise most that Vegan (49%) and Flexitarian Food (45%) performed worst across the panel, suggestive of its niche nature. Still, some useful statistics for your next presentation.

However, what we found most interesting is to see how these new flavour profiles would best be adopted by consumers when bringing them into the brand. Ranked in order – and beyond trying the new cuisines in a restaurant or at a street food vendor – the vast majority of consumers would look to add authentic sauces and condiments from these cuisines to their everyday meals (75%), in order to test their interest, closely followed by those that would buy a familiar product and trial it with a specially-flavoured variant (72%). Marinades were also popular (72%).

Perhaps most interesting, however, was that scratch cooking the dishes and ready meal formats performed worst in the test overall, suggesting that fresh cuisines perhaps need time to bed into existing ranges – with little effort – before they become acceptable in their own right. Conversely, retailers and manufacturers targeting younger demographics (70%) would find that they would be the earlier adopters of scratch cooking and older Waitrose/M&S shoppers were more likely to opt for trialling a ready meal.

These VYPR Steers (or surveys) took just a few minutes to create and we had statistically robust responses back in less than 5 hours. As a product developer, category manager or buyer, the results have served up lots of rich insight to explore when developing new products, whether it be on the flavour profiles themselves, how best to enter the category or how best to serve different demographics and supermarket shoppers over time with new and varied formats. That’s the power of VYPR and it doesn’t stop there.

Once you’ve arrived at an initial concept, VYPR can steer you throughout the development process, with infinite opportunities to test everything from product names, branding and packaging to ingredients, colourways, pricing and marketing messages. The anatomy of every product is different and it can be difficult to decipher what is truly driving purchase intent or behaviour in store. Every week, we test 1000s of variables that make up every product with consumers, providing effective tools and techniques that deliver fast, statistically robust and consumer-led intelligence to enhance, accelerate and predict existing/new product performance.

Drop us a line to find out more and contact us here.

Image: Pinterest.

Get To Better Products Faster.

Ask anything of our panel of 1000s of consumers, available 24/7 via the VYPR App and website. Sit back and watch the results as they come in. VYPR makes rapid prototyping a reality, enabling suppliers and retailers to quickly validate unlimited hypotheses throughout the NPD process, from early stage product development to prelaunch refinement. Our geo-fencing technology enables consumers to answer questions live, during their shopping missions in store and at fixture.

Over 90% Of Clients Generate ROI & Renew Their VYPR Licence Every Year.

VYPR can save you £000s in product development and failed launch costs, as well as getting your product to market faster. That’s why the UK’s leading product developers, marketers, commercial managers, category managers and buyers choose to deploy VYPR every day. Every SKU can be optimised to the nth degree, ensuring that every product achieves its greatest potential.

Contact us now to road-test VYPR.

To learn more about how VYPR can help you, simply dial +44 (0) 161 694 6320 or complete our contact form below.

We’re open Monday to Friday 09h00 – 17h00.

Spotlight on Customer Data: New Technology Optimises Insights To Predict Product Performance

February 6, 2018/in Uncategorized /by vypr_zvjnqd

We have never had so much data at our disposal when it comes to retail. Huge investments are made every year in securing access to EPOS data, surveys, qualitative and quantitative market research, tasting panels and trend analysis. So, why is it the case – according to the most recent studies from leading management consultancies – that the vast majority of new and existing (refreshed) products still fail to achieve their fullest potential? Plus, why is it that product developer and category budgets are under such pressure and scrutiny (when it comes to accessing these tools) if it’s all working so well?

In our experience, no matter what insights or data points are loaded into any development process that gets EPD or NPD to shelf, we still don’t understand what it is that triggers a response in consumers to put a product in their basket (or not). Is it the price, name, messaging, ingredients, health benefits, branding, packaging? How do each of these work together?

Why is this the case? Because – if you believe the behavioural scientists – we are incapable of feeding back to anyone why we do what we do.

95% of our decisions are unconscious when it comes to making low consideration purchase decisions.

As a consequence, we don’t really understand what variables of any individual product are at play and driving good, bad or ugly performance.

Secondly, getting all of this data is pretty expensive, time-consuming and there’s no guarantee that a hefty research and analysis project will:

a) identify the right variable(s) that need(s) to be addressed. Few budgets can justify testing/launching every single variable in any given product to drive what are – these days – relatively marginal gains in performance and understanding. However, in our experience, the series of seemingly small incremental gains per variable can have a large overall and cumulative impact on performance.

b) predict future product performance. Most of the data available only looks backwards or relies on shoppers to tell the absolute truth, which they can’t.

c) do any of the above at pace, iteratively and incrementally – with a statistically robust output that closes the intelligence void of unconscious decision making – throughout the development process.

So, should we all just give up and go home? Not according to our CEO Ben Davies:

“The ad tech industry has been using split testing to test 100s of 1000s of variables in creative work to optimise media effectiveness for the best part of a decade. The barriers to entry are pretty low, too, from a budget perspective. These can be tested both in and out of market.

That’s why we created VYPR, which has brought this thinking to the food industry. VYPR uses data, behavioural science and technology to help the likes of Morrisons, Iceland, Mars, KFC and private label manufacturers to cost-effectively test 1000s of variables that make up every product with consumers, providing effective tools and techniques that deliver fast, statistically robust and consumer-led intelligence to enhance, accelerate and predict existing/new product performance, which unlocks our understanding of those unconscious drivers of product performance.”

Drop us a line to find out more and contact us here.

Get To Better Products Faster.

Ask anything of our panel of 1000s of consumers, available 24/7 via the VYPR App and website. Sit back and watch the results as they come in. VYPR makes rapid prototyping a reality, enabling suppliers and retailers to quickly validate unlimited hypotheses throughout the NPD process, from early stage product development to prelaunch refinement. Our geo-fencing technology enables consumers to answer questions live, during their shopping missions in store and at fixture.

Over 90% Of Clients Generate ROI & Renew Their VYPR Licence Every Year.

VYPR can save you £000s in product development and failed launch costs, as well as getting your product to market faster. That’s why the UK’s leading product developers, marketers, commercial managers, category managers and buyers choose to deploy VYPR every day. Every SKU can be optimised to the nth degree, ensuring that every product achieves its greatest potential.