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
Scaling up your snack business
Food Matters Live 2017 part 2
Food Matters Live 2017 special
Getting saucy with biscotti
Jim Jamming your way to success
Going nuts about South America
FoodTalk hits the road
Chocolate & cheese perfection
Willie wonders for a happy tummy
Capsicana from Copacabana
Foraging For a Food Fix
Getting smart with food
Holla at the plastic plonkers
Kitsch
Ninas Popcorn
Kold Group
Nut Blend
NaturShot
Nix & Kix
Adams Raw Chocolates
Join Podbean Ads Marketplace and connect with engaged listeners.
Advertise Today
Create your
podcast in
minutes
It is Free
50 Tastes Of Gray
Gastropod
Walk-In Talk Podcast
The Federalist Papers
A Tale of Two Cities
The Recipe with Kenji and Deb
Christopher Kimball’s Milk Street Radio