Behaviorally expands in Asia

Global behavioral insights consultancy Behaviorally (Formerly PRS) has expanded in Asia servicing clients in the region from their hub in Singapore and Shanghai. Nichole Gu, joins as Managing Director, Asia heading the group. Melvin Ng, joins as Vice President, Market Development. Both bring extensive local experience across the region, expertise in shopper marketing and behavioral research, as well as regional business and cultural knowledge.

The newly re-branded company, Behaviorally, applies a digital-first approach to research, a unique behavioral framework, and decades of category expertise to define and diagnose the factors that influence consumer behavior and drive shopper growth.

Nichole previously held numerous senior positions at prestigious insights firms in the region including Kantar, TNS, Research International, and PRS IN VIVO.

Melvin held several positions previously in Singapore and China including Kantar Consulting, Millward Brown, Synovate, Nielsen, Asia Insights, PRS IN VIVO and others.

Nichole commented on her appointment: “Rapid changes in retail landscape in Asia are impacting consumers’ digital and physical shopping behavior. It takes a different kind of research agency to understand the behavioral levers that can influence consumer choice. I am excited to join Behaviorally and lead this team delivering a digital-first approach to leveraging behavioral science, and decades of category experience in order to help our clients in Asia drive shopper growth.”

Behaviorally’s Chief Commercial Officer, Scott Brill, said about the expansion: “Having considered several talented leaders to spearhead Behaviorally’s rapid expansion across Asia, I can say unequivocally that in Nichole and Melvin, we are thrilled to have two uniquely qualified regional experts join us to serve the shopper marketing needs of Behaviorally’s clients in Asia. Their extensive knowledge gained through experience at many of the world’s most well-known research agencies, along with their expertise of regional digital shopper trends, brings deep understanding of the rapidly changing retail environment and consumer behaviors that are shaping it.”