The science behind product innovation

Vypr is the innovation engine room for product developers everywhere

Our platform is simple and easy to use, but there’s a lot going on under the bonnet to give you confidence in our technology.

We apply the latest research in the fields of Neuroscience, Psychology and Behavioural Economics to constantly refine our tools which lead the way in understanding how and why people make decisions when shopping.  Simply put,  we ask the right questions in the right way, to obtain the most statistically robust insights.

Behavioural product validation explained.

Paul Dolan, Vypr’s Independent Scientific Advisor and Professor of Behavioural Science at London School of Economics explains unconscious decision-making in consumers.

In his book Thinking, Fast and Slow, Nobel prize-winning psychologist Daniel Kahneman explains that our brains make decisions in two ways:

System 1: fast, instinctive and emotional decisions.

System 2: slower, more deliberate and logical decisions.

In the supermarket, we’re typically using System 1, which means it takes us just 3 seconds to buy a product and even less to make a decision on what to buy. It’s also a largely unconscious decision.

Unlike traditional focus groups, Vypr gets to the heart of how your product will truly perform when consumers are making these decisions. Firstly, we test fast, automatic System 1 responses by asking quick and impulsive questions of the consumers using our app.

Secondly, we use GPS and WIFI technology to enable consumers to answer questions at the same time as they are making real-world purchasing decisions, actually in the context of their shopping mission (rather than a fusty box room in a research laboratory).

Together, this methodology makes our insights more statistically and scientifically robust than any other.

Confidence to test across the board

Our robust methodolgy and the flexibility of our tools means you can establish accurate predictive consumer insights across the whole NPD and innovation process.  From product concepts, packaging formats and product descriptions to flavour variants, brand executions and price perceptions Vypr supports your workflow.

Understanding what you learn

Vypr offers you comprehensive profile information about our consumer panel.  Use these to filter the results you obtain based on, shopping habits (where people shop), demographics (age, sex and household make-up), attitudes (to health, price, value etc.), current purchasers/non purchases of the category and frequency of purchase for example.