Data-driven consumer goods innovation
Vypr helps optimise products before they reach our supermarket shelves. Vypr gathers opinions from consumers to help retailers and manufacturers validate and develop fast moving consumer goods (FMCG). The platform provides a (disruptively) cost-effective way to get insights that save waste from launching new products destined for failure and tune innovation to improve profits.
Vypr gathers data from mobile apps designed to emulate real-world shopping decisions as closely as possible, drawing on lessons from behavioural economics research.
Since 2016 I’ve built out Vypr’s analytical methods — including choice modelling (conjoint analysis) and multinomial logistic regression — so every insight the platform surfaces is backed by statistical rigour rather than guesswork:
- reporting only results that are scientifically robust, so clients can trust what they’re shown
- giving context alongside every result, so users make better-informed decisions, not just better-looking ones
- predicting the most profitable pricing strategy and product design before a product reaches the shelf
These methods are now part of the product FMCG brands use to validate new launches before they hit the shelf.
Take better-informed decisions
Find out how modelling choices turns data into a product people trust.