Lawder joins Kantar from Qualtrics, where he worked in CX strategy and enterprise sales. He has also previously held CX and market insights leadership roles at ADP and Equifax.

With 20 years of experience in designing and leading brands’ CX programmes, Lawder will bring expertise in connecting customer experience to brand equity and business performance.

Based in Atlanta, he will report to Brian James, executive vice-president of industry at Kantar.

The hire is part of Kantar’s broader aims to expand its CX capabilities and invest in new technologies to meet growing demand from clients.

The company launched a CX benchmarking tool earlier this year, drawing on customer feedback from its consumer access panels and its customer experience methodology.

“Too often, brand and customer experiences are planned, executed and measured in silos – limiting their full potential,” said Jeff Greenspoon, chief executive of Kantar Americas. “Our investment in this space, and the appointment of Ben Lawder as head of CX, mark a significant milestone for us in North America.”