Manchester-based product intelligence platform, Vypr, has announced expansion of its international offering. The business, which provides global brands with quick and actionable consumer insight to either help bring successful new products to market or to improve their current ranges, now offers access to Australian consumers.
This launch builds on existing capabilities in the UK and Europe where Vypr provides fast, cost-effective consumer insights to companies such as Costa Coffee, Kraft Heinz, and Starbucks.
The expansion means brands already selling to the Australian market or assessing market fit, can take advantage of Vypr’s unique approach to understanding consumer preferences and behaviours.
Vypr’s Australian consumer panel supports a vast array of consumer targeting capabilities that reflect the nation’s unique demographic landscape. It grants access to previously hard-to-reach Australian audiences, from urban professionals to regional consumers.
Vypr is already working with several Australian customers, including a major Australian coffee manufacturer. Working with Vypr to develop qualitative and quantitative questioning, it gained insights that have helped it successfully win several new listings with major grocery retailers.
The expansion to cover Australian consumers is the first in a series of planned international market launches for Vypr in 2024 and 2025.
Chris Williams, Vypr CEO, commented:
“Enabling our customers to access swift, robust and actionable insights will help them deliver winning products in Australia. This is an exciting international milestone for Vypr and underlines our ongoing commitment to investing in our customers’ success. Australia has a unique and dynamic consumer environment that businesses must understand when operating in or entering the market – our platform is perfectly suited to support this.”
Vypr differs from conventional consumer market research and survey providers. It helps businesses to understand their target consumers faster and better through its proprietary consumer panels which build an in-depth picture of every consumer answering questions. Rooted in behavioural science, this method provides more tailored and accurate insights from targeted demographics and ensures Vypr’s customers can more accurately refine their existing and new products and services.
Chris Williams added:
“Rather than relying on assumptions, brands can make informed, data-driven decisions by working with us. By directly engaging with local consumers, businesses gain precise insight into what appeals to them. This develops a deeper understanding of a brand’s target market, for example, whether they are catering to coffee enthusiasts in Melbourne or health-conscious families in Sydney.”
Vypr has more than quadrupled revenues since YFM Equity Partners invested in 2021 and supports major international brands in sectors including Retail, Food & Drink, Health & Beauty, Automotive, and Professional Services. The business recently appointed Glenn Porter as Chief Commercial Officer to lead an ambitious phase of customer growth spanning the UK and international markets.
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