Friend (pictured) will lead the company’s custom research practice, and will work across all of MarketCast’s business departments. The company focuses on entertainment platforms, film, sports and lifestyle brands.

Before joining MarketCast, Friend spent five years leading Netflix’s content and marketing research and insights practice. She also used to work for Paramount.

MarketCast has expanded in recent years, acquiring data science services provider Deductive, social digital opinion measurement firm Fizziology, custom research and insights business Insight Strategy Group, and sports researchers Turnkey Intelligence.

John Batter, chief executive of MarketCast, said: “Zoë’s experience building a high performing research team at one of the world’s most tech forward media companies will be invaluable as we continue to aggressively grow and transform our business.”