The company received a seed investment from Mercia Fund Manager in January this year which allowed the business to launch its AR/VR research mobile product, Discover, which immerses people in a real-world context to predict their purchase decisions.

It now wants to raise further capital to move from a service-based business to a subscription model.

Gorilla in the room licenses its mobile technology to a range of companies including Ipsos and is currently operating in the US, France, Australia, India and Mexico with plans for further international growth.

Fincham (pictured, second right) joins the board following a 30-year career in technology, sales, marketing and growth management.

Fincham said: “After two years of experimentation, Gorilla in the room has proven that immersive tech improves realism in consumer market research as well as driving engagement to unseen levels. Immersive tech is naturally cool and intriguing, but this is the first B2B application that I have seen where I can apply my particular skills, experience and global network.”