Lam, who is working towards a psychology PhD, will study viewers’ responses via phone and the web to direct response TV advertising, to better understand the patterns, habits and motivations that drive consumers to respond to an ad and potentially make a purchase.

She will also be responsible in the new role for expanding ID Media’s centre of research, putting the firm’s accumulated data to use in cross-client studies.

Lam said: “My role is to improve ROI by knowing more about the consumer, especially why and how they respond.”

The new job brings Lam from the agency’s Los Angeles office to its New York HQ. Previously she worked for agencies including BBDO, O&M Direct and DDB Direct.