Michael (pictured) joined Masmi in April this year. His new agency bills itself as “one of the first pure digital market research agencies to be launched” and offers clients services including online communities, online panels, web-based qual research and social media monitoring.

Speaking to Research, Michael said he will “continue to wear two hats” and stay in his role at Masmi during a “transition period”, but he would not say how long this arrangement will last.

Masmi chief Nicos Rossides, who will serve as chairman of DigitalMR’s advisory board, said that Masmi owns a “substantial stake” in the new agency, but is not a majority shareholder. The Masmi boss said that as well as injecting cash into DigitalMR, his company would co-market the new agency.

Rossides said: “We recognised a clear client need for a specialist company in the area of digital research to complement our traditional offerings. Masmi decided to support the incubation of DigitalMR as a way of filling that gap and also to develop thought leadership in this area.”