The first of the divisions will focus solely on supporting and delivering what Invoke sees as its best-known offering, concept optimisation – covering a range of research services for testing new products, including ad testing, packaging and branding.

Invoke will also expand its analytics operation into a separate business unit in July. The firm’s current analytics offering is branded as Engage Analytics and offers real-time web-based reporting and analysis tools, but Invoke said the business will be renamed in the summer.

Basil Bennett (pictured), the firm’s recently appointed CEO, said: “We are building Invoke Solutions into one of the most valued market research companies in the industry by providing our customers with the knowledge and expertise they require.”