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Industry mavericks

Innovation never stops—and neither do we

Haypp Lab is on a mission to change the nicotine industry and deliver what customers want. Our expert team and global reach mean we are uniquely poised to share insights and support actionable market developments.

experience

14 years—and counting

With more than a decade of experience in the industry, we’ve established ourselves as a key player in the nicotine category and a strong advocate for our consumers.

8 key markets

Our global reach means our data isn’t just about one market. We offer insight into behaviours and trends in high-potential markets like Sweden, Norway, Finland, Germany, Denmark, Switzerland, Austria, the UK and the US.

Over 790k active consumers

Haypp Group’s dedicated consumer base means our data comes from actual product users with a breadth of preferences and experiences.

Team

Our team has the right balance of industry knowledge and consumer understanding. With backgrounds ranging from the nicotine industry to market research, we understand the needs of our clients and their customers.

Jon Laucirica

Jon Laucirica

Head of Insights and Analytics

Engineer with over 10 years of marketing experience in FMCG as well as new digital business development, Jon Laucirica uses this expertise to lead the insights department and produce valuable insights.

Marian Ferrer

Marian Ferrer

Consumer Insights Lead

With 10+ years background in insights research and brand management in FMCG categories such as spirits and reduced risk nicotine products, Marian Ferrer has profound knowledge on consumer behavior as well as brand and product trends to help turn feedback into practical findings.

Jasmin Alipour

Jasmin Alipour

Data Analytics Lead

As an insights expert with more than 10 years of experience in data analytics and consumer research positions, Jasmin Alipour holds a deep understanding of how to transform complex data sets into actionable insights.

Rakesh Rana

Rakesh Rana

Data Scientist Lead

With 6 years of experience in statistics, machine learning, and research, as well as a PhD in Software Engineering, Rakesh Rana contributes a strong technical background and sharp business acumen to help us build models that can predict behaviour and anticipate the future.

HAYPP LAB

HAYPP LAB

An interdisciplinary team, encompassing a diverse array of industry experts, mathematicians, data engineers, and scientists, with a wealth of experience in market research

Luke Dubery:

Luke Dubery:

Senior Consultant

Luke Dubery’s academic background in mathematical science and experience in a variety of international roles give him a broad perspective to analyse and understand data for better business decision making.

Elin Zakariasson

Elin Zakariasson

BI Developer

With experience as both a Qlik developer and a management consultant within data and analytics, Elin Zakariasson contributes a holistic view of information and data visualisation to create products that are intuitive and insightful.

Sargon Aphrem

Sargon Aphrem

BI Developer

Sargon Aphrem excels as a Business Intelligence Developer, specializing in data transformation. His experience as a Business Intelligence Consultant has honed his ability to turn complex data into clear, actionable insights, driving informed decision-making and strategic growth.

Marta Esposti

Marta Esposti

Senior Consultant

Marta Esposti brings a decade of data analysis and project management experience from leading research firms. Her psychology background gives her a nuanced understanding of consumer behaviour, establishing her as a trusted Senior Insights Consultant.

Ramiz Taky

Ramiz Taky

Senior Consultant

Ramiz Taky is a Senior Insights Consultant adept at distilling data into actionable insights for brand and product development. With a strong background in project management, he has a track record of advancing customer experience initiatives and building solid client relationships.

Heléne du Plessis

Heléne du Plessis

Consultant

Heléne du Plessis has several years of experience in research and psychometrics, adding substantial quantitative depth to our Consumer Insights team. Her expertise in data analysis ensures a consumer-centric approach, resulting in the delivery of valuable insights.

Victoria Unverzagt

Victoria Unverzagt

Insights Analyst

With a Master’s in Management of International Social Challenges, Victoria Unverzagt contributes to Consumer Insights with her quantitative and qualitative research skills by generating consumer data through mixed research methods.

Arnar Orri Eyjólfsson

Arnar Orri Eyjólfsson

Data Engineer

Arnar Orri Eyjólfsson, equipped with software and industrial engineering degrees from the University of Iceland, offers a decade of expertise in data engineering and software development handling data ingestion and modeling across processes.

Nikonas Simou

Nikonas Simou

Data Engineer

As a research scientist and Machine Learning engineer with two Master’s Degrees Computer Engineering, Nikonas Simou’s experience spans from creating recommendation engines, data lakes, to forecasting models, highlighting proficiency in a variety of tools as a Data Engineer.

Success Stories

Haypp Lab brings the voice of the consumer right into the conversation. Our clients leverage our unique quantitative and qualitative data to inform business decisions while keeping consumers top of mind.

It’s really inspiring to work with Haypp since the data we help them collect and make analyzable doesn’t only create value for themselves internally, but also for their customers. With Haypp’s solution we are making sure it is insightful, customizable, clear; but also intuitive and easy to navigate.

—Climber

—Climber

Haypp Group is truly unique and offers much more than e-commerce. We employ Haypp Lab for tactical purposes such as continually improving our commercial efficiency — but also for strategic purposes where we attain in-depth insights about market trends that support us in our long-term planning. By combining advanced analytics of transactional data with survey-based research, Haypp helped us to identify new market trends and better understand both current and future consumer needs.

—JTI Sweden

—JTI Sweden

our clients

Our insights help move the industry forward in favour of better choices for consumers. We work with several types of organizations, from suppliers that amount up to 88% of the market, to universities, researchers and governmental institutions, to support bringing healthier options into our customers’ reach.