Founders Tracy Downing, Mike Lokowich and Lisa Myers previously worked in research positions at Deluxe, Yamamoto Moss MacKenzie, Carlson Companies and John Ryan.

They said that Infrared will use “original methods” to examine the connections consumers have with products and services.

Myers, the firm’s “chief illuminator”, said: “We realised that we all had the same zeal for helping customers have a better experience when they interact with companies and brands. By combining our perspectives and methods, we offer clients a tested and trustworthy way to gain market insights and solve the problems they have in this critical area that is different from any other offerings in the marketplace.”

Research services on offer include field studies, focus groups, on- and offline surveys, customer intercepts and one-on-one interviews. Infrared said that its key sectors are financial services, retail, pharmaceutical, travel and hospitality.

Infrared Partners is headquartered in Minneapolis and has another office in San Francisco.