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Science Uncovers How To Turn New Concepts Into Mainstream Successes.

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.

Bain Report: 90+ FMCG Categories At Risk

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.

Name *
Name

VYPR Report: Robust In Store Insights Enhance Purchase Intent Understanding

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.

Name *
Name

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

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, 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.

Are Your Competitors Stealing The March On Innovation?

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. It’s easy to fall behind.

We all know that brands and retailers are looking for “cheaper, faster, better” and looking for innovation borne of technology, science, mobile and digital as panaceas to get there. That means product developers, marketers, researchers and commercial teams have got to get smarter to prove the ROI and predictive performance of their R&D efforts, not least to secure/protect listings, as brands/manufacturers adopt the latest techniques to steal competitive advantage.

Here at VYPR, we are proud to be collaborating with some of the Top50 most innovative brands in the world, as featured in the GRIT report, as well as being cost-effective and accessible to smaller businesses in the UK. They choose VYPR because we deliver against the key values and criteria that are determinants of successful innovation, as identified by the GRIT report:

Agility: 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. Our clients can use our technology to test and iterate EPD and NPD throughout the development process, proving validation to retailers every step of the way.

Mobile, On Demand & Quick Turn Insights: VYPR can turn around consumer insights on purchase intent in under 24 hours, with consumers responding to live questions and surveys as they shop using their geo-location, which provides the context that exit surveys and focus groups simply don’t deliver.

Verification & Representativeness: We work hard to make sure that our consumer panel of over 35K UK consumers is representative of the population and supermarket share, clean of bots and profiled to ensure that there is no gamification on the platform.

Science: We’ve applied the latest research in the fields of Neuroscience, Psychology and Behavioural Economics to create a tool that leads the market in understanding how and why people make decisions in the context of their shopping missions, which means that we ask the right questions to obtain the most statistically robust insights. Our platform has been independently verified by Paul Dolan, Professor of Behavioural Science at London School of Economics, for its ability to generate insights based on System 1 consumer behaviour: the fast, instinctive and emotional decisions that can’t be picked out in stated behaviours by traditional research.

If you’d like to find out more, please 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.

Name *
Name

Is Your Innovation R&D Geared For Consumer Purchase Intent?

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. Read more

M&S Food: A Masterclass in Incremental Innovation.

Every year, we are inspired by the festive launches from the world of retail and M&S Food has long held a pioneering status in the innovation stakes, showcased annually at Christmas in store. Here at VYPR, we’re massive advocates of the power of incrementalism, defined as the gradual enhancement of product performance through a blend of innovation and marginal improvements, delivered over time, component by component. Just take our montage on the humble Christmas turkey and it’s obvious to see that M&S have been delivering a masterclass on this in spades for generations!

M&S combine their inimitable heritage in food with a passion for seeking out new innovation and a relentless pursuit of enhancing and reimagining their existing range, with just enough twists and turns to entice the foodies that want to impress, without putting off their core audience looking for staple favourites.

 

New and existing products are harmoniously planogrammed at fixture (often with equal billing), in order to reassure and inspire customers in equal measure. Treasured favourites are given a new lease of life in festive golden packaging, new flavour profiles enhance existing ranges and every message, ingredient and name is meticulously considered, both in isolation and as part of the broader range and theme. Their Summer campaign was also a great example of this.

At the heart of our ethos and technology is to give manufacturers and retailers the confidence to launch new creations and reimaginings of existing products by building stronger connections to their consumers. VYPR enables our clients to test, test and test again with our consumer panel to identify new concepts, refine existing ideas and understand every component of a product’s anatomy’s contribution to purchase intent.

Road-test VYPR’s technology & consumer panel today.

We’d love you to road-test VYPR, give us your feedback and enjoy the benefits of better product intelligence. We’ll connect you to 1000s of consumers and you’ll get unlimited opportunities to test your latest innovations or iterations.

Subscribe to our FREE newsletter below and we’ll curate and send you the latest actionable insights on what’s happening in the world of NPD, as well as the latest trends emerging from one of the UK’s leading consumer panels to fuel your innovation pipeline.

If you love VYPR, we’ll get you an annual licence set up. If you don’t, we’ll leave you be. VYPR works best on low-consideration purchases such as FMCG, fast fashion, small consumer durables.


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.

Name *
Name

Get Live NPD Feedback When It Launches: In Market Customer Tracking Just Got Better

In a recent podcast on the Future of Grocery, McKinsey points to price pressure for the malaise in FMCG innovation and the adoption of technology, automation and constant, iterative testing as its salvation. Launching NPD remains one of the biggest gambles in FMCG. No matter what investment you put in, the gap in understanding between what we think will happen when a new product launches versus what happens when a shopper faces on to the fixture is enormous. VYPR gives you live feedback from consumers on how NPD is performing and – more importantly – why your product may or may not be flying off the shelf.

The truth is that there is a huge gap to close when it comes to being able to track and monitor what’s happening in real time and a) respond quickly to successes and failings and – critically – b) understand what it is about your proposition that is or isn’t resonating with your customers. As the EPOS data flows in and your stakeholders line up for immediate updates on what’s happening to your NPD/EPD live in market, you need to have answers at your fingertips. Only VYPR can give you the rapid and statistically robust insights you need to get under the skin of why consumers are choosing to pick up your product or not.

You can access the McKinsey report here: http://www.mckinsey.com/industries/retail/our-insights/the-future-of-grocery-in-store-and-online

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.

Name *
Name