The tool can be used to test packaging, logos, products and services, tracking the attributes and emotions most associated with brands.

It has been built as part of a series of tools that can be used across various stages, from product development to simulated in-market purchase decisions.

Todd Trautz, chief innovation and solutions officer at Maru/Matchbox, said: “As we build out these tools, we will power them with a choice-based engine that will automate and standardise the creation and output of the choice data into meaningful simulations.”