PRS IN VIVO Luxury Introduces Happiness Science as the Means to Elevate Customer Experiences in Luxury Retail – PRS IN VIVO – A BVA GROUP COMPANY

PRS IN VIVO Luxury Introduces Happiness Science as the Means to Elevate Customer Experiences in Luxury Retail

Satisfaction is Not Enough!  Luxury Brands Must Cultivate Customer Happiness

(Teaneck, NJ) PRS IN VIVO, a BVA Group Company, specializing in shopper and product experience consultancy, today announced expansion of its global Luxury Practice and the introduction of Happiness Science as a complement to their unrivaled expertise in Behavioral Sciences having proven their efficacy in various retail environments.

PRS IN VIVO Luxury Practice helps luxury brands and retailers in fashion, jewelry, cosmetics, fragrances and spirits, succeed in delivering on their core mission around customer’s happiness to drive loyalty and sustainable brand growth.

Anne-Laure de Broissia

Led by Anne-Laure de Broissia, SVP and global Head of the PRS IN VIVO Luxury Practice, and Caroline Egal, Deputy Head, the consultancy is leveraging years of experience in behavioral research across the world and integrating the most up-to-date discoveries to offer new ways of measuring customer’s experience and accompany Luxury brands in building emotional peak moments through multiple touchpoints.

Anne-Laure de Broissia explained “Luxury brands must create a highly emotional connection with customers in order to influence their behavior. Luxury customers don’t just settle for being “satisfied”, and traditional customer satisfaction metrics fall short of capturing the end-goal of a luxury experience around Happiness.  We have learned that creating memorable moments that literally evoke Happiness is key to driving long term loyalty.”

Ms de Broissia continued: “While Behavioral Sciences is a pre-requisite to actually being client centric, Happiness Science is a way to reconcile the need for measurement tools & the luxury core mission.”

Caroline Egal

The PRS IN VIVO Luxury Practice applies cutting-edge technology (including biometrics and video-based observation), behavioral framework, and a unique grasp of Happiness Science to evaluate any client’s product and retail experiences within an Omni Channel context (retail design, packaging, digital services and on-line shopping).

Ms de Broissia continued: “The visual identity developed for the PRS IN VIVO Luxury Practice is embodying the continuity with PRS IN VIVO’s behavioral sciences roots and the modernity of Happiness Sciences.”

Through this multi-faceted lens, the Company identifies factors in the Customer Experience that lead to Happiness, the emotional state this new science reveals as most conducive to building brand loyalty. Integrated with a proprietary operational framework (EPIC) to distinguish merely satisfying moments from peak moments, the Luxury Practice team de-code those moments and provide guidance to create memorable experiences that drive Happiness.

She concluded: “Through adoption of our approach, we have already enabled Luxury key players to realize gains, despite competitive conditions in Omni Channel retail. We are very excited to bring our best practices & best-in class solutions to Luxury clients in Europe, in the US & Asia with the collaboration of local teams based in Paris, New York & Singapore soon.”

For more information about The PRS IN VIVO Luxury Practice, Happiness Science or the formula for creating peak experiences in Luxury Retail,  visit or contact

Background on Practice Leaders: 

Anne-Laure de Broissia has over 16 year of international client experience at PRS IN VIVO having worked both in the Company’s Paris & New York offices. She has demonstrated achievement in business development and entrepreneurship, deep expertise in Luxury, academic background in Behavioral & Happiness Science, and practice of Quantitative Research.

Caroline Egal has spent her career mastering the understanding of peoples’ behavior (going beyond what they say they do) in various types of retail environments. She has been drawing on qualitative skills, advising clients for over a decade on the ways to influence consumers, from her years at PRS IN VIVO, and prior, in traditional and digital media research at KANTAR Millward Brown and Ipsos.

Ms De Broissia and Ms Egal are based in Paris.

Further announcements to come about senior hires in the global expansion of the PRS IN VIVO Luxury Practice.


At PRS IN VIVO, we help marketers to improve shopper and consumer experiences. PRS IN VIVO offers insight & consultancy, grounded in behavioral science, to accurately understand, predict & influence consumer choice.

We conduct over 1,000 studies annually across nearly 50 countries and with over 45 years of experience, we have unmatched data and expertise, along with a powerful track record of helping clients improve their marketing and increase their in-market success.  Debuting this year on the GreenBook GRIT rankings of the Top 50 Most Innovative Research Supplier, PRS IN VIVO ranked #14 in the world, and in the Top 20 in 5 additional subcategories, including recognition for innovation in Strategic Consultancy, Full Service, and Qualitative Research.

We are dedicated to helping clients succeed through the passion & engagement of our team, our constant pursuit of best-in-class expertise & our trusted, proven, innovative & agile solutions.

Media Contact:  Janice Lai, PRS IN VIVO, +1-201-720-2754,