Incite Launches Behaviour Change Practice

UK consumer specialist Incite has launched a dedicated Behaviour Change practice, which will use multiple disciplines - including behavioural economics, neuroscience, health psychology and CRM - to help brands influence the behaviour of consumers.

Founded in 2000, the London-based firm was last year, acquired by printing group St Ives in a deal worth up to £11.4m.

Director Vivek Banerji (pictured) will head up the new practice, having recently joined the company from management consultancy McKinsey, where he co-founded the patient behaviour change service line. This included creating programmes focused on topics such as smoking cessation, weight management and adherence to medication regimens.

MD Roger Banks comments: 'We felt it was time for a fresh approach and this new practice typifies what Incite is all about; producing insight-driven direction that incites genuine change. Thinking like a management consultancy enables us to provide clear recommendations on effective actions for behaviour change.'

Web site: www.incite.ws .