Among what it claims differentiates it from other companies, Habit5 said it had created ‘The Mutual Understanding Measure’ which measures how well a customer feels a brand understands them and how well they understand the brand in what the company believed to be the first comparative research study to put customer understanding “at the heart of things”.

Habit5 MD Jones said: “We don’t think that achieving an outstanding understanding of your customers is simple or easy. But we do believe that it is central to sustainable commercial success; for our clients and us. Habit5 is committed to being better at this than any other research company.”