Sparrow (pictured) launched ICM in 1989 and was at the helm when it was sold to Creston in 2006. He left the firm in 2009.

At Populus he will be reunited with former ICM Direct managing director Patrick Diamond, who heads up the Populus Data Solutions division. Sparrow will also work closely with Populus director Rick Nye, who is responsible for the firm’s political polling work.

Michael Simmonds, the firm’s general manager said: “When it comes to building a company Nick has been there and done that and he is renowned for his methodological skill and innovation. It will be great to tap into the experience of such an industry giant.”