NEWS25 September 2018

PRS In Vivo launches PackCept

FMCG Innovations News North America

US – BVA Group-owned shopper insights agency PRS In Vivo has announced its new behavioural science-based research methodology for new product development testing, PackCept.

Supermarket shelves illustration_crop

The tool allows brands to test new product concepts in the context of the pack, the shelf and the shopping experience, earlier in the NPD process.

The company said over the coming months it would be releasing other research solutions offering quick and cost-effective development and screening to sit alongside PackCept in its portfolio.

This tool addresses the problem of testing new products in isolation by starting with the pack at the shelf and focusing on purchase decisions (in competitive context), rather than claimed purchase interest.

Olivier Blanchet, PRS In Vivo’s vice-president, leader of innovation and forecasting, said: “Brands are urgently looking for better ways to screen concepts early in the NPD process so that big bets can be placed with a greater assurance of success. Behavioural science tells us that to be more predictive, it is vital to test concepts in a competitive shopping context, as people will actually encounter them in real life.”  

PRS In Vivo was formed in 2016 with the merger of Perception Research Services (PRS) and In Vivo.