Nichole Gu (pictured, left) joins Behaviorally as managing director, Asia, heading the group. She has previously held senior positions at Kantar, TNS, Research International, and most recently PRS In Vivo in the region.

Behaviorally has also appointed Melvin Ng (pictured, right) as vice-president, market development. He joins from PRS In Vivo and has previously held roles at Kantar Consulting, Millward Brown, Synovate and Nielsen.

Behaviorally will serve clients in the region from hubs in Singapore and Shanghai.

PRS In Vivo’s US business rebranded to Behaviorally in January, following a majority investment from asset management company Alcentra. PRS In Vivo Europe and Asia are still part of BVA Group.

Scott Brill, chief commercial officer, Behaviorally, said: "We are thrilled to have two uniquely qualified regional experts join us to serve the shopper marketing needs of Behaviorally’s clients in Asia.

"Their extensive knowledge gained through experience at many of the world’s most well-known research agencies, along with their expertise of regional digital shopper trends, brings deep understanding of the rapidly changing retail environment and consumer behaviours that are shaping it."