PepsiCo's Leach Joins BrainJuicer Behavioral Labs

Online specialist BrainJuicer has appointed former PepsiCo shopper insights exec Will Leach as Vice President of its methodological unit Behavioral Labs in Texas.

The division draws on the latest understanding from psychology, neuroscience, behavioural economics and the social sciences, in order to develop innovative approaches to understanding and predicting human behaviour.

Most recently, Leach (pictured) was Director, Strategic Insights at PepsiCo, where he led Frito-Lay's Shopper Marketing & Retail Testing lab, studying shopping behavior and the application of behavioral sciences to improve marketing. Prior to this, he served as a Senior Research Consultant at TXU Energy.

Orlando Wood, MD, BrainJuicer Labs comments: 'Will's passion for behavioural economics and his experience of how to apply it to brands and shopping environments at PepsiCo, make him the perfect advisor to clients who want to learn how to use the behavioural sciences to their advantage.'

Web site: www.brainjuicer.com .