Ipsos launches PRS In Vivo's pack testing solutions in India

Ipsos, a global leader in market research and insights, announced the launch of PRS In Vivo's globally recognised packaging research solutions in India. This milestone follows Ipsos’s recent global acquisition of the BVA family, which includes PRS IN VIVO, a pioneer in behavioural science-led pack testing.

Sophie Mahe, managing director, APAC, PRS In Vivo, commented on the India debut of its pack testing solutions, stating, “The new partnership represents a great opportunity for both Ipsos and PRS In Vivo to bring packaging excellence to a new level in India.”

Anthony D'Souza, country head, innovation, Ipsos India, added, “PRS In Vivo specialises in pack testing through deep expertise in shopper behaviour, combining behavioural science with real-world and virtual testing environments." He added, "Covering shelf impact, design optimisation, brand communication, and usability to understand how packaging influences purchase decisions. Helping brands create packaging that stands out, communicates effectively, and drives consumer choice in both modern and traditional retail settings. Combining it with Ipsos’ expertise in packaging research and testing, clients will have access to the best-in-class suite of solutions, revolutionising pack testing.”

The new PRS In Vivo suite will empower brands across five core pillars. As per an official press note, "Ipsos will offer packaging design training programmes and live workshops, equipping clients with best practices for informed decisions." Also Ipsos will guide brands in reviewing categories, identifying distinctive brand assets, and engaging directly with shopper behaviour to inform stronger creative briefs.

Also the offer will focus on ensuring design agencies are set up for success with clear, actionable goals and a defined packaging strategy. The press note, Ipsos will support brands in evaluating multiple design routes, identifying optimisation areas, and maximising visual and functional impact.

Now clients will be able to rigorously measure packaging performance against benchmarks and competitors before hitting the shelves, minimising risks and maximising in-market success.

Olivier Blanchet, CEO, PRS In Vivo said, "We are thrilled to unite PRS In Vivo's unparalleled packaging expertise with Ipsos’s robust capabilities and reach in India." She added, "In today’s landscape of fragmented consumer attention, where retail and packaging play an increasingly pivotal role, our combined strengths will allow us to deliver even greater innovation and value to our clients."

Suresh Ramalingam, CEO, Ipsos India, added, “In this omnichannel world, retail media is one of the most powerful shopper touchpoints. It is increasingly difficult to stand out in such a crowded marketplace. Ramalingam said, "PRS In Vivo's behavioural science-backed solutions allow us to measure real shopper behaviour with unmatched precision—helping our clients build packaging that not only captures attention but also drives positive perception and purchase intent. These tools are not only proven but also incredibly agile.”

“Ipsos completed the acquisition of the BVA family at the end of June 2025. Its expertise in pack testing through PRS In Vivo is a key global strength, and we are excited to roll it out here in India,” added D'Souza.

With this launch, Ipsos strengthens its leadership position in packaging research, offering clients in India access to cutting-edge methodologies that enhance speed, efficiency, and the quality of insights—helping brands make smarter, shopper-centric decisions that translate into business growth.