Product intelligence specialist Vypr has strengthened its customer intelligence and panel operations teams and announced VySafe – a new industry-leading framework for delivering reliable, trustworthy consumer insight, from recruitment to results.
With increasing instances of bot attacks, offshore click farms and industry fraud, VySafe will give Vypr’s customers confidence that the data behind their decisions is dependable.
Data quality has been central to Manchester-based Vypr’s platform from day one. VySafe demonstrates the business’s current leadership in this area, providing transparency about Vypr’s research processes, and underpinning Vypr’s recently launched Predict platform.
VySafe blends human and AI processes to ensure data quality through robust methodology, sample excellence and response integrity. This includes running weekly checks on each respondent in the Vypr community to catch inconsistencies, flag low-quality inputs, and deliver only data and insight that meets Vypr’s standards.
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The VySafe consumer recruitment process includes strict quality thresholds, bot protection, and quarantine for new joiners, ensuring a diverse, balanced, high-integrity panel from the start. This underpins Vypr’s modernisation of trusted research methods based on behavioural science, to spark instinctive, System 1 responses, reducing fatigue and improving accuracy. With both quant and qual options, it supports global consumer brands, private label manufacturers, retailers, and food service operators to uncover ideas and test them at scale, fast.
Tasmin Sibbald, Chief Operating Officer at Vypr, said: “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. These preventative measures mean clean, consistent, and reliable data that our customers can act on with confidence.”
Chloe Wilk, formerly part of the Insight leadership team at M&S Food, has joined Vypr to lead the Customer Intelligence team, which is responsible for ensuring optimum research methodology and that appropriate questions are asked that reduce research bias and optimise research insight.
As a seasoned strategy and insight leader, Wilk has over 15 years’ experience advising senior teams on customer-centric growth. She has held key roles at leading retail PLCs and customer analytics pioneers Dunnhumby and Aimia, driving evidence-based decision-making across both client and agency environments. She is involved in the development of an AI question builder that will help customers to optimise their research questions and select the correct methodology, the roll-out of new customer training through Vypr’s Centre of Excellence, and the advancement of future research capabilities in Vypr Predict.
Vypr’s panel operations team, meanwhile, is responsible for sample excellence and response integrity. Joining this team are two new senior appointments: Data quality manager, Anne Walbridge, previously of Kantar, who brings more than three decades experience analysing consumer behaviour; and data scientist, Ricardo Vinhas, previously of NielsenIQ, who takes up the role of Data Strategist to optimise panel design and data calibration.
The team works with Vypr’s product team to use AI to automate some processes, supporting Vypr’s strategy to harness the advantages of AI and machine learning whilst sense-checking with human intervention.
Sibbald added: “As industry challenges evolve, so do we. We’re AI-powered, shaped by human oversight, with a brilliant team commanding deep industry experience. As our business continues to grow, VySafe is a framework that our customers can trust and it equips us to stay ahead of emerging risks.”
