The suite of tools combines the company’s shopper experience knowledge and a behavioural framework to form a more predictive path to determine which new products will resonate with consumers.

The first tools to be included in the suite include: PackCept™, a contextual, early stage concept screener for NPD; PackFlash™, a rapid online screener for pack designs; and AI Pack Screener, which measures potential pack elements and analyses new designs.

Scott Brill, senior vice-president, global research & market development at PRS In Vivo, will lead the unit. He said: “Day-to-day business challenges for clients are intensifying and the demands on their research partners are pretty simple: clients are looking for responsive partners who understand their business problems.  They want partners who can combine technology and relevant category intelligence to help them address threats and opportunities in shopper marketing, faster and more effectively.”