PRS In Vivo USA announced last week it had rebranded to Behaviorally, after receiving a majority investment from asset management company Alcentra.

PRS In Vivo in Europe and Asia remains part of French research and consulting company BVA Group.

Barden (pictured) has previously been chief executive of several FMCG companies, including Northern Foods and Heinz in the UK and Ireland. Most recently, he led online cycling retailer Wiggle.

Alex Hunt, chief executive, Behaviorally, said: “Stefan’s extensive experience running companies that market consumer brands and offer digital retail services will contribute immeasurably to the growth strategy of Behaviorally as well as those of our clients.”