Nepa recently announced that it has launched its first office to serve clients in the U.S. market. The office is located in New York and led by former Ipsos Chief Operating Officer, Ken Peterson, who was named managing director, U.S. In the U.S., Nepa is initially targeting retail chains and outlets, with plans to expand to hotels, restaurants, gaming outposts, casinos and sports and entertainment hotspots.

“I was drawn to Nepa by their ability to advance to the next step by way of actionable insights, leveraging big data not only for strategic purposes but also putting it to work for the local frontline user,” said Peterson. “This analytic capability distinguishes the company from all the other solutions I’ve seen out there in my nearly two decades in the industry, and is particularly critical in the retail sector, which is under tremendous competitive pressure at the moment.”

“We are thrilled to have Ken come on board as he is a true champion of data actionability at all points of the consumer journey,” says Fredrik Östgren, CEO of Nepa. “With his depth of experience, operational expertise and market research acumen, Ken is a valuable addition to our team, and we look forward to working closely with him as we build Nepa’s footprint in the world’s largest market.”

Nepa also announced that it has nominated two new U.S.-based board members: Anne Roggeveen and Simon Hay.

Roggeveen is a Charles Clarke Reynolds professor of retail and marketing at Babson College and serves as a member of the American Marketing Association and the Academic Council as well as Hedersprofessor in retail and marketing at Stockholm School of Economics. She holds a Ph.D in marketing from Columbia University.

Hay, who has been CEO of the U.K.-based Dunnhumby, spearheaded the customer science company’s U.S. operations in collaboration with retail doyen Kroger. He has previously managed customer service efforts at Tesco.

“Anne and Simon bring valuable experience in the U.S. marketplace to our board,” added Östgren. “We are excited to be welcoming them to the team and to leverage their considerable expertise and insights.”