Marks & Spencer (M&S) has recently announced that it is using VyPops, a new video insight tool from Vypr, to support its food trends research and product development planning. According to a statement from the company, the customer insight team at M&S has been able to strengthen its research with video clips of customers from across the UK speaking in their own words.

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The self-recorded videos were embedded into a live digital report that was cascaded to the retailer’s product development teams. This allowed the teams to gain a better understanding of customer needs and preferences, and to develop products that meet those needs.

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The VyPops tool was developed by Vypr, a UK-based technology company that specializes in video-based consumer insights. The tool allows companies to quickly and easily capture customer feedback in the form of video clips. The clips are then analyzed and used to inform product development decisions.

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Tasmin Sibbald, customer growth director at Vypr, said: “People are so familiar with using video on their phones that we can now gain an unbridled and unfiltered research response directly from consumers.”

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Chloe Wilk, insight partner for 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.”

Sources: https://retailtimes.co.uk/ms-deploys-new-video-based-consumer-insight-to-inform-product-development/