Alex Hunt made PRS In Vivo CEO

Hunt’s rapid rise is part of BVA Group’s strategy for growth of its shopper marketing and packaging research agency. Hunt (pictured) takes over the role with immediate effect, overseeing its global operations.

Scott Young had held the CEO role since 2016 and has now been made senior vice-president within the BVA Group. Young will lead the BVA Nudge Unit in the UK as well as working on the group’s expansion plans in the EU and Asia.

Hunt was previously global president, System1 Research, and executive director on its board. Before joining System 1 (then known as Brainjuicer) in 2009, Hunt held client management and senior sales roles in both the US and the UK, at Kantar Millward Brown. 

Gerard Lopez, BVA Group chairman, said: “The larger growth plan for BVA Group, along with strategic acquisitions and the launch of the global BVA Nudge Unit, included evolving our service across the portfolio. We recognised specific skills were needed at PRS In Vivo to drive growth in response to today’s changing shopper research market.  Alex was on our radar as a candidate to lead the company in this transformation. We are thrilled to formalise this appointment, so he can apply his formidable business acumen to running the business globally.”

He added that Hunt would be able to build a new management team to drive product and process innovation, and launch behavioural-based research solutions in shopper marketing, packaging and NPD.

Hunt added: “I am thrilled at the chance to lead PRS In Vivo and our accomplished teams at this exciting time. Clients face unprecedented challenges in the rapidly evolving world of shopper marketing, where the old rules don’t necessarily apply.  We intend to stay razor sharp helping clients grow their businesses, by delivering the most advanced, innovative tools based on behavioural principles, that provide accurate, cost effective and actionable consumer insight.”  

PRS In Vivo was founded in 2016 through the acquisition of Perception Research Services by BVA Group and the merger with In Vivo BVA, which had also been acquired. PRS In Vivo founders, Alain Sivan and Eric Singler, will take strategic advisory roles within BVA Group.