'OmniPulse’ will offer behavioural consultancy on ways to influence shopper behaviour, and combine it with data analysis of shopping trends.

Both PRS in Vivo and BVA Nudge Unit are part of the BVA Group.

Emilie Boutes, chief innovation officer of PRS in Vivo, said: "OmniPulse marks our first true collaboration with our sister company – the BVA Nudge Unit.

"Increasing client demand has prompted us to formalise the partnered approach where we can both deeply understand existing shopper behaviour while creatively generating nudges and solutions to achieve the desired behaviour."

Ted Utoft, chief growth officer at BVA Nudge Unit, said: "The pairing of big tracking data with in-depth qualitative gives our behavioural consultants a lot of richness that observation and desk research alone cannot.

"Context is crucial to developing interventions and optimisations across the shopper journey that will actually drive behaviour change."