The YFM team comprised Dan Freed, Ian Waterfield, Laura Sisson and Andy Thomas. We look forward to partnering with the team as the business executes the next phase of its growth strategy, targeting new clients, sectors and geographies.” We believe that it has a great opportunity to capitalise on increasing digitisation of traditional market research methodologies. “Vypr has developed an agile platform which focusses on providing rapid and robust consumer insight and is valued by many well-known clients. I know a number of businesses in which YFM have invested and I rate the team very highly.” For a deal of this size and space in the market, they are the right partner, particularly given their regional coverage. “Having known the YFM team for some time, we were confident that they would be able to support us as we invest in a first class team to take the business forward, turning a strong product in a nascent market into a global leader in its field. I’m confident of Vypr’s long-term strategy and its continued success.” “The success of Vypr is down to the vision of our founder and the world-leading team of people that we have managed to bring together.
We’ve had phenomenal feedback from clients who say it has transformed the way they work. “The Vypr platform has proved able to provide them with this valuable intelligence in less than an hour – it eliminates the need for expensive research and reduces the number of failed product launches. Vypr will also continue to invest in product development as well as exploring further international markets, building on its European presence.Ĭhair of Vypr, Richard Law, who is an expert in data and data analytics driven disruption,Ĭommented: “Vypr was set up by our founder Ben Davies to speedily give product developers, marketers and retailers access to accurate, insightful shopper data, enabling them to make more informed decisions about NPD. With ever-increasing consumer demand for interesting products driving innovation, our clients are looking to launch fewer but more successful products as well as optimising their share of the available market.” The investment from YFM will enable the business to grow its sales and marketing team as it builds on its strong customer base among food manufacturers, retailers and FMCG brands and moves into new vertical sectors.
In addition to the primary service of providing near real time consumer responses to steers, Vypr has developed a number of additional products such as an analytics tool for profiling multiple products within a given category or classification a function which assesses consumer value perception of products and models pricing elasticity and a brand sentiment tracker. Vypr works with leading retailers such as The Co-op Food and brands like Weetabix and Müller.
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The company has developed an industry-leading process that combines research into behavioural science with its own well-segmented consumer panel, putting the client in full control and enabling them to test every aspect of their product innovation, from packaging, pricing and naming to product claims and ranging.
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