Babcock said the company offers a full complement of traditional market research but its core focus is on online market research to support client innovation processes.

He said: “We understand that our business clients are under ever-increasing pressure to help their organisation develop customer insights that deliver results-driven innovation and to do that faster, and better. We also understand that in order to accomplish this, new thinking and new approaches are going to be required. That’s the mindset we bring.”

Babcock spent the past six years at Kimberly-Clark. Prior to that he was a senior market research consulting analyst to Turner Broadcasting and Southern Company.