It will use film, events, digital, print and experiences to help facilitate an connection between an organisation and its customers. 

Insider is also working with virtual reality as a tool for customer closeness and immersion. 

The new venture will be led by John Sayers (pictured), who previously led Firefish’s in-house insight film unit, Firefilms. 

“Firefish clients have already been benefiting from Insider’s approaches for some time now but we think it is time to open this business to brands and teams that may not have commissioned Firefish to complete the research itself," said Jem Fawcus, Firefish owner and group CEO.

"We believe that people should be at the heart of every business and this is a perfect way for us to champion that. John’s years of experience in both the creative and research industries, as well as developing award-winning methodologies, is a perfect mix and I am excited about the potential of this new business.”