PRS IN VIVO Launches Contextual Idea Screener

Shopper and product experience consultancy PRS IN VIVO has launched a contextually immersive tool called Idea Screener, which combines behavioural science and market research to capture intuitive responses at the earliest stage of new product development.

Owned by BVA Group, PRS IN VIVO applies behavioral science to understand shopping behaviour and influence consumer choices. Last year, the firm launched a product development research tool called InnoCompass, promising to help pinpoint ideas with the highest market potential.

The new Idea Screener aims to place consumers in the context of the product being tested. This approach is designed to mimic consumer and shopper behaviour in FMCG, and to make it easier for product teams to consolidate their ideas and go to market with products that resonate with their target audience. The company claims that most standard idea screeners are based on purchase intent or rational comparison of existing products, and cites behavioral economist Professor Dan Ariely, who says that this data can't always be trusted because 'most people don't know what they want unless they see it in context'.

Carlos Gallardo (pictured), VP of New Product and Forecasting at PRS IN VIVO, adds: 'We believe in true behaviour. That's why our Idea Screener focuses on helping respondents visualize the moment at which the products are consumed. This delivers more relevant, sharper insights.'

Web site: www.prs-invivo-group.com .