NEWS21 January 2021

PRS In Vivo USA rebrands following investment

M&A News North America Retail

US – Shopper research company PRS In Vivo USA has rebranded to Behaviorally after a majority investment from asset management group Alcentra.

Alex Hunt_crop

Formerly part of French research and consulting company BVA Group, PRS In Vivo USA has been acquired by Alcentra. PRS In Vivo Europe and Asia are still part of BVA Group.

BVA Group entered into receivership last year. Last week ( 13th January) the group’s management team and its main shareholder Naxicap (known as XPage) were given approval to acquire the company by the French appeals court.

PRS In Vivo was formed in 2016 when New Jersey-based Perception Research Services (PRS) merged with French agency In Vivo. The company conducts behavioural research focused on packaging and shopper marketing. 

Alex Hunt, global chief executive of PRS In Vivo (pictured), will continue to lead the company, along with all members of the US executive leadership team.

Alcentra’s Alex Walker, Nicolas Besson and Jean-Charles Deudon have joined the board of Behaviorally as non-executive directors.

Hunt said: “With the substantial and stable backing of funds managed by Alcentra as new majority shareholder, we are excited to launch our new brand, Behaviorally, under a digital-first strategy that responds to our client’s growth challenges. At the same time, all of our clients can continue to expect the same high level of service, deep-domain and behavioural insights expertise for which PRS is known.”

The terms of the investment have not been disclosed.