In Vivo BVA Company
InVivo BVA is a full service Shopper Insights / Consumer Research agency providing clinical testing of in store marketing variables like packaging, new products, and merchandising. Their proprietary Shopper Labs allow FMCG executives to immerse respondents in a controlled shopping environment complete with gondola shelves, refrigerators, freezers and music. Shoppers go shopping in multiple categories "as they would in their ususal store." Their shopping behavior is monitored, videoed and recorded, and they are subjected to eye-tracking, neural and attitudinal tests, yielding clinical insights on factors influencing choice at the shelf. John Traynor, In Vivo BVA's United States CEO, launched In Vivo BVA's U.S. practice in early 2010, building and implementing three fully equipped retail shopper labs in New York Chicago and Los Angeles. Prior to In Vivo, Mr. Traynor was SVP with Kantar Operations / WPP and SVP with The Nielsen Company.