China's Research Essentials Joins The Behavioural Architects

UK-based insight and research consultancy The Behavioural Architects (TBA) has expanded into China by merging with Shanghai-based agency Research Essentials, which will now be known as The Behavioural Architects, China.

TBA, which was set up last summer by three former leaders of The Futures Company (TFC), uses behavioural economics (BE) to deepen consumer understanding and help companies influence consumer behaviour.

Full service consultancy Research Essentials offers a range of qual and quant services for concept and brand evaluation, along with shopper behavior and category management research for the international and Chinese markets.

As part of the merger, the firm's founders Qing Wang and Sharon Zhou become part of the TBA global executive team, led by founders Crawford Hollingworth, Sian Davies and Sarah Davies.

Wang comments: 'This merger will allow us to extend our international reach and tap into new thinking from the behavioural sciences, in particular behavioural economics. Alongside the qual services we have always offered we'll provide a range of new research and consultancy services based on BE thinking and frameworks.'

Hollingworth describes Research Essentials as a 'jewel of a research consultancy', which will be a 'perfect match' for TBA's global expansion plans.

Web sites: www.thebehaviouralarchitects.com and www.ressentials.com .