The division will focus on quantitative data collection to support ad testing, customer experience, product and concept testing and market segmentation programmes for research agencies in consumer, business-to-business and healthcare sectors. 

It will add computer assisted personal and telephone interviewing (CAPI and CATI) and online data collection and processing to Central’s qualitative recruitment services.

As director of client services, Price (pictured) joins a team of project and data managers. Prior to Watermelon, Price worked at Opinion Leader and later founded field management agency Cherry Picked.

Gemma Langstone, managing director at Central, said: “This is an exciting time for the company: demand for a full portfolio of data collection services has been growing since we launched Central in 2018. We’ve invested in a new team, technology and data security protocols, so we can deepen our relationship with clients here in UK and US.

“Natalie is an experienced director in the research services sector and we’re thrilled to welcome her to the business.”