PRS IN VIVO's new LAB arm will use behavioural science to enhance brand life cycle performance

PRS IN VIVO has launched a new consultancy arm named LAB (short for "Leveraging Authentic Behavior"), aimed at helping brands enhance their product life cycle performance.

LAB will work with various parties - including client design agencies, consumers, and PRS IN VIVO's own behavioural, semiotic, and ethnographic experts -  in order to deliver results and insights which will then be developed into blueprints for product development.

“LAB is designed to combine our behavioural framework, world-class in-context modes of observation, and a rigorous approach to applying best-in-class technology, to leverage authentic behaviour. With LAB, we become the eyes, voice, and pulse of clients' consumers and shoppers, throughout the entire development and marketing lifecycle," said Emilie Boutes Eberly, chief innovation officer of LAB.

A big draw for LAB will likely be its close relationship with PRS IN VIVO. Based on behavioural science, LAB will further validate its consumer understanding by using the quantitative tools of its parent company.

“For too long, time and budget constraints have driven brands to misuse qualitative methods as a cheap proxy for evaluative quantitative, and therefore, underutilizing its true exploratory value of unearthing deep insight. We set out to curate an agile suite of tools, grounded in our proprietary behavioural framework, to uncover rich insights that are memorable, actionable and fundamental to driving product and category success," said Matt Michaud, senior vice president of behavioural qualitative, PRS IN VIVO.