Conaré has worked at Millward Brown for 10 years in both qual and quant disciplines and was most recently European qualitative manager.

She began her research career with an internship at Apple Computers in France, before moving to London as a senior planner at Tequila and then senior strategist at Wolff Olins.

In her new role Conaré reports to Krzysztof Kruszewski, chairman of Firefly Millward Brown Europe.

Kruszewski said: “Cécile has a unique combination of excellent management skills and full-blooded qualitative expertise. She is a pleasure to work with and I am looking forward to watching her lead a thriving qualitative research business, helping brands leverage their understanding of consumer behaviour in their go-to-market strategies.”