What PRS IN VIVO does

PRS IN VIVO is a behavioral science and market research consultancy that serves consumer-packaged goods (CPG) and FMCG brands across packaging optimization, new product development, and omnichannel shopper activation. Its commercial offering is organized into three solution areas — Packaging (AI Pack Sprint, In-Context Research, Pack Check), Omnichannel & Shopper Activation (Shopper DNA™, Activation LAB™, Global Retail Labs™), and New Product Development (Idea Screener, INNO Compass, Product Development and CX) — supplemented by an annual Global Shopper Survey covering 6,000 respondents worldwide. The underlying technology combines proprietary behavioral-research methodologies, a global network of in-context retail laboratory environments, and an AI-powered image-analysis algorithm (AI Pack Sprint) that delivers packaging design screening in 48 hours.

The company operates a sales-led, project-based professional services model, engaging enterprise CPG clients directly through customized consultancy work rather than self-serve or productized SaaS channels. More than 100 of the world's most successful brands are cited as clients. The firm is headquartered in Parsippany, United States, employs 251–500 people, and operates as a member company of BVA Group, a larger purpose-driven research and consulting organization. Pricing is quote-based and not publicly disclosed.

Revenue mechanics derive from a mix of full-service consultancy engagements, methodology-branded research products, and AI-enabled screening services. Leadership includes a global Chief Behavioral Officer (Richard Bordenave), indicating an organizational commitment to scaling behavioral science as a differentiated capability. PRS IN VIVO earned the 2023 Great Place To Work Certification in the United States, based on employee experience ratings. No funding rounds, acquisitions, or revenue figures are publicly disclosed; the company is privately held under the BVA Group umbrella.

Name

PRS IN VIVO

Legal name

PRS IN VIVO

Website

https://prs-invivo.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

251–500 employees

Short description

PRS IN VIVO is a Parsippany-based behavioral science and market research consultancy serving CPG and FMCG brands through packaging optimization, new product development, and omnichannel shopper activation, operating as a member of BVA Group.

Ownership category

akta.pro rank

Headquarters

HQ city

Parsippany

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Market Research Consultancy Services: PRS IN VIVO generates revenue through specialized behavioral consultancy engagements for CPG clients, including packaging optimization studies, innovation screening, and shopper activation research. Revenue is derived from project-based consulting engagements with major consumer brands.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

PRS IN VIVO is a behavioral science and market research consultancy that delivers specialized research and advisory services to consumer-packaged goods (CPG) brands. Its core offerings include packaging optimization and AI-powered design screening, new product development validation, and omnichannel shopper activation research, delivered through proprietary methodologies such as AI Pack Sprint, Shopper DNA, INNO Compass, and Activation LAB.

Product overview

PRS IN VIVO is a market research and behavioral consultancy offering a unified platform of research solutions organized across three core expertise areas: Packaging (AI Pack Sprint, In-Context Research, Pack Check), Omnichannel & Shopper Activation (Shopper DNA, Activation LAB, Global Retail Labs), and New Product Development (Idea Screener, INNO Compass, Product Development and CX). The company provides both standalone products and integrated solutions, combining AI-powered screening tools like AI Pack Sprint with traditional research methodologies and behavioral science expertise to help CPG clients optimize packaging, understand shopper behavior, and accelerate innovation.

Differentiator

Problem solved

Functional benefit

Brands

• Global Retail Labs™: Retail testing and research solution
• Shopper DNA™
• Activation LAB™
• AI Pack Sprint
• INNO Compass
• Idea Screener
• Pack Check
• In-Context Research

Products and services

• AI Pack Sprint An AI-powered packaging design screening solution that uses an industry-leading algorithm combined with in-house expertise to deliver strategic and actionable design screening results in 48 hours, helping CPG clients gain speed and confidence in packaging validation.
• In-Context Research A packaging research solution that evaluates packaging in realistic consumer contexts to provide actionable insights for CPG brands.
• Pack Check A packaging optimization and evaluation solution focused on checking and validating packaging designs.
• Idea Screener An innovation screening tool for evaluating and validating new product ideas early in the development process.
• INNO Compass An innovation compass tool that guides product development and innovation decisions using a proprietary innovation assessment framework.
• Product Development and CX An integrated product development and customer experience research solution that evaluates pack, concept, and product for CPG clients.
• Shopper DNA A shopper research solution using a proprietary methodology (Shopper DNA™) that uncovers the behavioral patterns and habits of shoppers to understand multi-channel purchase behavior.
• Activation LAB A shopper activation research solution that uses in-context evaluation methodology to assess shelf layout, point-of-sale materials, and other activation touchpoints.
• Global Retail Labs A global network of retail laboratory environments for conducting in-store research and shopper studies across multiple markets.
• Global Shopper Survey An annual global survey of approximately 6,000 shoppers worldwide that uncovers insights on shopper behavior and the biggest habit loops shaping FMCG purchases.

Quantifiable outcome

• Packaging design screening completed in 48 hours with AI Pack Sprint

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

One partnership is on record.

• BVA GroupcoreOthersPRS IN VIVO is a proud member of BVA Group, a purpose-driven company. The relationship indicates PRS IN VIVO operates as part of a larger corporate family focused on behavioral science and market research.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• MMR Research: Sensory and shopper research consultancy with strong packaging and product experience capabilities. Direct peer in CPG packaging evaluation and shopper behavior research.
• Behaviorally: Shopper and packaging research specialist with deep CPG focus. Directly comparable to PRS IN VIVO as both firms serve the same end-buyers with packaging evaluation, shopper behavior, and in-context retail research methodologies.

Broad incumbents

• GfK: Consumer goods market research specialist with deep retailer and CPG relationships across Europe. Provides overlapping packaging and shopper insights capabilities at greater geographic scale.
• Kantar: Global research and insights consultancy with significant CPG practice areas including brand tracking, shopper, and innovation research. Competes for the same strategic mandates with greater scale and syndicated data assets.
• Circana: Formed from the IRI/NPD merger, Circana is a CPG measurement and analytics powerhouse serving the same Fortune-class brand buyers with broader portfolio solutions than PRS IN VIVO's specialist offering.
• Ipsos: Global market research firm with strong CPG and shopper research practices. Overlaps with PRS IN VIVO across innovation testing, packaging, and brand experience research for major FMCG clients.
• NielsenIQ: Global leader in CPG measurement and consumer intelligence with syndicated panels and analytics. A larger incumbent offering overlapping retail and shopper insights to the same CPG enterprise buyers.

Emerging players

• Toluna: DIY market research technology platform enabling agile consumer insights. Represents an emerging productized alternative for portions of PRS IN VIVO's consumer research workflow.
• Innova Market Insights: Market intelligence provider focused on food and beverage innovation trends. Comparable in the innovation screening and product development use cases that PRS IN VIVO addresses via INNO Compass and Idea Screener.
• Dynata: First-party research data and insights platform powering consumer and B2B research globally. Adjacent competitor as a data and sample provider to the same CPG insight teams.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PRS IN VIVO