The practice brings together behavioural economics, neuroscience, health psychology and CRM to present a holistic view of current behaviours for brands looking to influence consumers.

Banerji (pictured) joined Incite from consultants McKinsey in November 2012 where he co-founded the patient behaviour change service line that included creating programmes focused on topics such as smoking cessation, weight management and adherence to medication regimens.

Roger Banks, managing director at Incite said: “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.”