The new company, called Nfluanswers, will be dedicated to gathering insights from young people aged between 15 and 25, and will focus on approaches such as gamification and working with content creators.

The start-up uses a network of 100 opinion leaders on Instagram and TikTok, qualified by audience and thematic relevance, who serve as channels through which the responses of young people will be addressed and collected.

Yattah co-founded DiscussNow in 2019, which Bilendi acquired in 2021, and also held prior posts at Krealinks and Toluna.

Yattah said: “The current codes of studies and surveys are no longer suitable for this generation.

“A comprehensive reassessment of the entire process seems more than necessary, whether it’s the panel principles, questionnaires or compensation programmes.”