Edwards, formerly chief customer officer at Empathica – which Mindshare has recently acquired – will head up both the market insights and sales teams.

The market insights team will also expand, bringing together the “analytical bench strength MindShare is known for, with the market research and strategic consulting capabilities from Empathica”.

“Our marketing insights team is expertly skilled in applying the science of customer behaviour to business in a way that is actionable,” Edwards said. “I look forward to serving our clients in this new role, and expanding upon our ability to provide them with a deeper understanding of how to leverage the voice of the customer.”