According to McKinsey, a staggering 75-80% of new products will fail in their first year. VYPR gives you the insights needed to succeed. 

That's why we created VYPR: the UK's leading consumer concept testing, product development and validation platform; combining data and behavioural science, digital technology and FMCG expertise to accurately predict (and improve your chances of achieving) future product success. The VYPR score delivers an industry-standard benchmark for assessing innovation between retailers and suppliers, which can be integrated with other data sources to strengthen future performance predictions.



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VYPR uses 3 types of question (we call them Steers) to establish consumer preferences to deliver the insights you need.



Standard Steer 

Standard Steers are good for identifying consumer preferences on product concepts, packaging formats or designs, flavours, ingredients and brand executions. You can compare up to 5 variables to establish a preference.

Good questions to ask on a VYPR Standard Steer pivot from a simple “which” question: e.g. Which of these pizza concepts, products, packaging examples or brands would you buy?



Yes/No Steers are ideal for eliciting simple responses from consumers: e.g. Would you buy this pizza? Do you like vegetarian lasagne?

You can test up to 10 options within a Yes/No Steer. Once you have established a Yes/No response to certain propositions, you may then wish to identify the preference among these options by deploying a Standard Steer (see above).


Sensitivity Steer

Where you have very similar options to test (e.g. subtle variances in product descriptions, packaging designs or brand executions), it may be beneficial to use a Sensitivity Steer.

We’ll send different options to an independent range of relevant audiences. This provides you with robust insights into the relative acceptance of each option, which might not otherwise be picked up by consumers trying to spot the subtle differences in a traditional line up.


What Bright Blue Say

We have access to a lot of market data, but rarely does this explain why our customers behave in the way that they do. We use VYPR every week, not only to help us test new innovations, but to get closer to understanding what is driving purchase decisions, what we could launch in the future and propensity to purchase new product variants, drilling down at a retailer level. I am delighted to say that VYPR has delivered ROI for our business with key retail partners. The cost is reasonable, the validation technology generates trust in what we're proposing and is much faster than traditional market research. It is also very user friendly and our product managers and sales people pick it up straight away.





What Morrisons Say

“VYPR is very exciting; it really helps us to validate our NPD.”



   Trial VYPR

We’re offering you the opportunity to test VYPR for just £249 per category per week. You’ll be able to test an unlimited number of Steers for up to 4 weeks. After your trial, clients switching to an annual licence receive a discount of £995 per category in their first year.

£249 per week

And £995 off if you upgrade to annual.


Contact Us

Get to better products faster with VYPR: the FMCG product performance accelerator.

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 and will get back to you as soon as possible.

 You can also download our PDF below, which provides further detail on how VYPR works and can be shared with colleagues. We’ll keep you updated with what’s happening here at VYPR, unless you ask us to stop.

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