The consultancy arm will focus on behavioural science and work with clients’ design agencies, consumers and PRS In Vivo’s behavioural, semiotic and ethnographic specialists. It will also use the company's quantitative tools to validate insights.  

The team is led by Matt Michaud, who joined the company earlier this month as senior vice-president, head of behavioural qualitative, and chief innovation officer Emilie Boutes Eberly.

Michaud said: "We set out to curate an agile suite of tools, grounded in our proprietary behavioural framework, to uncover insights that are memorable, actionable and fundamental to driving product and category success."