PRS IN VIVO Promotes for Behavioral Science Lead

Packaging, NPD and shopper specialist PRS IN VIVO has appointed Richard Bordenave as global Chief Behavioral Officer.

The company is part of the BVA Group and has offices in New York, London, Paris, Geneva, Milan, Shanghai, Hamburg, Frankfurt and Singapore. With more than 25 years' experience in business and fifteen in market research, Bordenave (pictured) worked in marketing and innovation at Danone and Mondelez; is the co-founder of BVA Nudge Consulting, the parent Group's behavioral science arm; and for the last five years has worked as its APAC CEO, co-developing a number of behavioral science-informed training and consulting services for CPG marketing, R&D, and shopper teams.

In his new role his remit is to unlock the value of behavioral science at scale for the firm's CPG clients. He comments: 'Marketers are empirically the pioneers of 'intuitive' behavioral science. However, they can find academic behavioral science complex to navigate and apply practically. As a former marketer working with insight clients, I've found scalable ways to bridge this gap and add value to the existing CPG 'insight' legacy'.

PRS IN VIVO CEO Olivier Blanchet says: 'For more than 50 years, we've pioneered a behavior-first approach to packaging and NPD research, including with our RetailLabs. The industry has now embraced some behavioral approaches, but few have firmly practiced what they preach. We're delighted to have Richard on board to help us take our historical expertise to the next level'.

Web site: www.prs-invivo.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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