Based in its parent company’s building in Roswell, Georgia, the new business will focus on applying experiential marketing principles to market research.

Led by Patricia Houston (pictured), formerly MMR’s vice-president of client relationships, the division is pairing up with technology providers to build a toolkit for custom solutions.

Current partners include social media community platform Staance, reporting solution Dapresy, online survey technology firm Intellisurvey, emotional measurement company Morphii and Voxpopme’s VideoCX platform.

The business is also currently developing an approach to capturing emotions on-site at live events.

Houston, founder and chief operating officer of MMR Live, said: “By integrating insights and operations in the experience space, we set the stage for companies to create seamless interactions that improve brand relationships.”