The company is headed up by president Mark Stapylton who has previously led brand research practices for Hall & Partners, Harris Interactive and Wirthlin Worldwide among others.

Stapylton said: “C-Suite executives, corporate researchers and their agencies recognize that we are no longer driving on a one-way street. We have always known how important it is to manage both brand equity and customer equity. What’s different today is that the full power of marketing will come from understanding and managing them jointly.”