Vypr Launches Data Quality Framework, Hires Three

Product intelligence specialist Vypr has launched VySafe, a new framework promising 'reliable, trustworthy consumer insight, from recruitment to results.' Supporting this, Chloe Wilk, Anne Walbridge and Ricardo Vinhas join the company to strengthen its Customer Intelligence and Panel Operations teams.

Headquartered in Manchester, UK, Vypr uses behavioural science to help global brands bring new products to market, or improve their current ranges. Its platform combines expert support with research technology, with qual and quant functionality facilitated via mobile-first consumer communities. The company has raised more than £13m in funding to date, including £4m in April from specialist private equity firm YFM, and has grown by around 40% in each of the last three years - it now has annual recurring revenue of c.£7m. Last month it launched Predict, a self-serve research platform incorporating AI, and promising access to rapid consumer insight, enhanced testing tools and AI-powered analysis.

VySafe provides providing transparency about Vypr's research processes, and underpins Predict. The framework brings together human-led and AI processes to ensure data quality through 'robust methodology, sample excellence and response integrity.' Consumer recruitment incorporates strict quality thresholds, bot protection, and quarantine for new joiners; and weekly checks are run on on each respondent in the Vypr community to catch inconsistencies, flag low-quality inputs, and ensure data meets Vypr's standards.

To support this enhanced system, the company has doubled the size of its Customer Intelligence and Panel Operations teams, bringing in senior retail and research industry experience.

Wilk, formerly part of the Insight leadership team at M&S Food, has joined Vypr to lead the Customer Intelligence team, which hones the research methodology used and ensures questions are worded to reduce research bias. Wilk has more than fifteen years' experience advising senior teams on customer-centric growth, and has also worked at dunnhumby and Aimia. In her new role she will help to develop an AI question builder, roll out new customer training through Vypr's Centre of Excellence, and advance future research capabilities in Vypr Predict.

Walbridge and Vinhas will join the Panel Operations team, led by David O'Bryan and responsible for sample excellence and response integrity. Walbridge, who becomes Data Quality Manager, worked previously for Kantar and brings more than three decades of experience analysing consumer behaviour; while data scientist Vinhas, previously of NielsenIQ, takes the role of Data Strategist, charged with optimising panel design and data calibration.

COO Tasmin Sibbald (pictured) comments: 'VySafe is our always-on commitment to data integrity, bringing transparency in how quality is protected across the Vypr platform. By combining intelligent technology with human rigour we can safeguard every response.'

More on the new offering can be found at www.vyprclients.com/vysafe .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.