The science behind product innovation

Vypr is the innovation engine room for product developers everywhere

Our platform is pretty simple and intuitive to use, but there’s a lot under the bonnet to give you confidence in our technology and your ability to act on the results in real time.

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.

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.

Unlimited opportunities to test

 Vypr can help you to establish accurate consumer insights and preferences across the whole spectrum of NPD and innovation, from product concepts, packaging formats and product descriptions to flavour variants, varying brand executions and price perceptions. As our panel is representative of the UK population, you can also create tailored audience segmentations to suit your needs.

Applying filters

You can filter your results, according to 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.