Roberts, who was previously US chief executive of Ipsos Marketing Practices, has launched the company following a round of angel investor funding.

Based in Summit, New Jersey, Beesy will bring together behavioural scientists and experts in consumer insights and marketing strategy to address areas including new product development, path-to-purchase, e-commerce and customer experience.

Roberts said: "There is an incredible amount of behavioural science expertise locked up in academia and a huge need for that expertise here in industry. With our extensive network of applied, practical behavioural scientists, Beesy will bridge the two, effectively harnessing the power of behavioural science to drive better commercial outcomes."

Prior to heading up Ipsos Marketing Practices, Roberts was president and chief executive of Ipsos Health. His background includes client and agency roles in sales and marketing, insights and behavioural science.