Ben Davies - Founder of VYPR on research that works

The FoodTalk Show

Ben Davies is the founder of VYPR, a consumer research business that is designed to metaphorically put the consumer on the shoulder of brand leaders as they optimise their mix or launch new products.

Ben is a serial entrepreneur and an ex-supermarket buyer who passionately believes that most innovation processes are designed to produce sub-optimal products (and this is backed up data, as 85% of product launches fail after 12 months across Europe). He believes too many run processes that are rigid, take too much time and cost too much money. His platform encourages brand owners to ask lots of little questions, evolve their hypotheses over time and truly understand via A/B testing what is really working. Put another way he wants people to adopt a more agile way of developing products.

He shares with Ollie Lloyd a whole host of examples of categories where most brands are getting things wrong and argues that a new approach can deliver a genuinely more interesting and successful outcome. The truth is that too often brands add too many reasons to believe on their packs, are more focused on what other brands are talking about than what consumers actually need and want. Decisions are made quickly and so brands need to get their messaging at shelf right or products fail. VYPR is a great example of a business that is trying to help brands get things right from the start.

Edited by Stella Gent