Product intelligence specialist Vypr promotes CFO Chris Williams to CEO role
Vypr, a Manchester-based company that provides brands with consumer insight to either help bring new products to market or to improve their current ranges, has appointed Chris Williams as new CEO.
Williams has been with Vypr for two years as CFO.
Richard Law, Chair, comments: “We are in a nascent market which is growing very quickly, driven by the superior outcomes when consumer insight is used in the product development process.”
“With our world class team and technology, we’re positioning ourselves to lead in this market and I’m delighted to announce Chris Williams’ promotion to CEO at this important time for the business.”
Williams comments: “I’m proud to lead such a high calibre and driven team. Our significant growth, superior retention rates and high scoring NPS results prove we have the right product in a rapidly growing market and I am truly excited by the opportunity to lead our sector.”
M&S
Earlier this year, we reported that Marks & Spencer had deployed VyPops to support its food trends research and product development planning.
Using the new video insight tool from Vypr, the retailer’s customer insight team says it has strengthened its research with video clips of customers from across the UK speaking in their own words.
The self-recorded videos were embedded into a live digital report sent to internal teams.
VyPops provides soundbites of consumers talking about how particular trends affect their daily lives and shopping behaviour.
M&S was able to target specific consumer groups about key themes, including the cost of living, on-demand eating through the rise of delivery apps, and flexible routines rising from the post-Covid hybrid/work from home landscape.
The consumer insight team also wanted to determine how sustainability affects people’s daily lives.
VyPops allows customers to send out questions to consumer audiences and receive real-time video responses. Users can target their desired audience using Vypr’s panel of 65,000 consumers and receive editable videos to bring research findings to life.
Chloe Wilk, Insight Partner at M&S Food, comments: “The critical benefit of the VyPops service is that we were also able to use the Vypr platform to reach the right customers to speak to for our focus themes. That level of accuracy to hear the right voices is invaluable.”
“Ultimately, it will enable our product development team to deliver their three to five-year vision for our innovation pipeline. The video insights from Vypr complement the data and analysis we’ve conducted for the report.”
Tasmin Sibbald, Customer Growth Director at Vypr, says “People are so familiar with using video on their phones that we can now gain an unbridled and unfiltered research response directly from consumers.”
She adds: “Putting a voice and a face to responses helps build further credibility to consumer insight.”
“Combining with other forms of insight and analysis, it helps brands and product owners to create better products and experiences for their customers.”
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