In Store Factor was formed in 2003 in Italy by former Envirosell employees Lee Smith and Fabio Trabucchi and has been involved in shopper research projects for both retailers and manufacturers across the US, Asia and Europe. Services on offer include eye-tracking and virtual reality tests.

Both of the firm’s founders have been given new roles at TNS, with Trabucchi now responsible for heading the retail and shopper practice in Italy while Smith will join the global team.

Barry Lemmon (pictured), global head of TNS Shopper and Retail said: “I am delighted that In Store Factor has joined TNS, and with Fabio and Lee we add two very talented and expert shopper researchers to our business. Their experience and understanding of observational research complements our existing strengths, and also brings us access to a network of trained observers across Europe.”