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.
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?
Innovation is the lifeblood of every product developer or marketer. According to the latest GRIT (Greenbook Research Industry Trends) Report, it’s no surprise that “traditional” market research methodologies have had such a battering in recent years: our understanding of what truly drives consumer behaviour has shifted dramatically – rendering many techniques obsolete – and our ability to acquire data, process it and generate insights has transformed. Find out why some of the Top50 most innovative brands in the world choose VYPR.
One of the most troubling insights from recent psychological research is that we might not really understand why customers make low-consideration shopping decisions. First, we take a decision, then we invent the reasoning retrospectively. So, how can we truly unearth what consumers want if we can’t really trust what they tell us? This week, our lead Data Scientist Robin Gower explains how VYPR can unlock the difference between stated attitudes and actual purchase behaviour.