The division has been launched to combine behavioural science with marketing practice, and services will include behavioural auditing of marketing strategy and tactics, branding, and tools for pricing and customer experience.

The Illuminera Group is co-founding the business with marketing insights consultant Ashok Sethi.

Mavis Tong, director – commercial, Behave!, said: “Our methodologies enhance the traditional knowledge of marketing with scientific learning from behavioural science, consumer neuroscience and evolutionary psychology and leverages it for solving problems of marketing, including brand and communication design, pricing and promotions, and experience design.”