The quantitative practice will focus on areas such as campaign and brand tracking, segmentations and supporter surveys and follows demand from clients for hybrid qualitative and quantitative approaches.

Watson and Moore will initially join Humankind in a freelance capacity before joining the team permanently.

Moore previously worked in freelance roles and has experience in sectors including the third sector, fast-moving consumer goods, media, retail and hospitality. She has worked in research for 13 years and previously trained as a journalist.

Watson previously worked in quantitative research roles across retail, leisure, charity and finance, including an in-house stint at a global retailer and leading a research initiative to support workplace diversity, equity and inclusion.

Humankind Research founding partner Jess Lister said: “We are delighted to be extending our quant offering. We have had brilliant experiences on integrated qual/quant projects for so many of our clients over the years, so offering standalone quantitative research feels like the most natural next step.”