The ‘VySafe’ development, aimed at addressing research industry fraud, offers transparency about the company’s research processes, and combines human and AI processes on methodology, sample and response integrity.

The framework includes running weekly checks on respondents in the Vypr community with the objective of catching inconsistencies and flagging low-quality inputs.

The Vypr community platform is the company’s proprietary panel of around 100,000 participants.  

Other processes in the new framework include quality thresholds for recruitment, including bot protection and quarantine for new joiners.

Tasmin Sibbald, chief operating officer at Vypr (pictured), said: “These preventative measures mean clean, consistent, and reliable data that our customers can act on with confidence.”

Sibbald added that the framework “equips us to stay ahead of emerging risks”.

The move follows the launch of the company’s AI-based consumer insights platform last month.

Vypr has also made three appointments in recent months in customer intelligence and panel operations as it looks to evolve its offer.

Chloe Wilk, formerly part of the insight leadership team at M&S Food, has joined to lead the customer intelligence team. Wilk has over 15 years’ experience and has held roles at retail companies and customer analytics businesses Dunnhumby and Aimia.

At Vypr, her role includes helping to develop an AI question builder and the roll-out of new customer training.

In the panel operations team, Vypr has appointed Anne Walbridge, previously of Kantar, as data quality manager, and Ricardo Vinhas, formerly at NielsenIQ, as data strategist.

They will work with head of panel David O’Bryan.