The two worked together at Consensus Research International in the UK. Sweeney also worked at The Leading Edge in Australia and Jigsaw Research in the UK, while Johnston had spells at Jigsaw Strategic Research and Blue Moon in Australia and City Research in the UK.

Johnston said: “The name Clarity perfectly encapsulates how we intend to do business. We are about coupling clear thinking with straight talking, enabling us to provide meaningful, commercially viable outputs which are intelligible to all in our client’s business.”

The firm will launch with several “informal alliances” with marketing planners, designers, retail consultants and communications specialists, which it said will “help embed insights even further into clients’ business”.