Reynoso joins Humankind with a background in agency and client-side insight roles. 

Most recently, he was at Truth Consulting, where he led complex strategic research programmes, with a particular focus on advanced quantitative methods and mixed-methods storytelling.

At Humankind, Reynoso will support the continued development of the agency’s quantitative practice, which includes campaign and brand tracking, segmentations, supporter surveys and other quantitative approaches.

Humankind works across the commercial and not-for-profit sectors. The appointment will strengthen the agency’s offer in standalone quant, advanced analytics and mixed-methods storytelling for brands, charities and purpose-led organisations.

Jess Lister, one of Humankind Research’s three founding partners, said: “Victor brings exactly the kind of blend we value: deep quantitative craft, strategic curiosity and a genuine commitment to using research to make good things happen.

“His experience in advanced approaches and mixed-methods storytelling will be hugely valuable as we continue to grow our quant offer.”