The new Research Transformation Consulting Practice will be led by Ian Lewis (pictured), who was previously vice president of consumer research and insights at publishing house Time. Wayne McCullough, who has held senior research positions at IBM, Ford and Chrysler, has been appointed senior consultant.

Cambiar managing partner Simon Chadwick said: “Ian and Wayne are two client researchers and executives that I have long admired for their ability to bring transformation and strategic relevance to their research functions.

“Both have implemented such transformations flawlessly, delivering huge value to their corporations. It is our intention to help other research VPs deliver similar value to their organisations and Ian and Wayne are exactly the right people to do that.”