The business, called One Minute to Midnight & Counting, will operate across the UK and US and will seek to help clients put human understanding at the core of their decision making.

One Minute to Midnight & Counting will include bespoke consultancy and a soon-to-be-launched human values mapping programme to provide foresight on how values relate to broader culture.

The quantitative business will be led by Krikor Mugerian, who said: “Many clients continue to operate in echo chambers, and unfortunately research can often end up reflecting this siloed thinking. We as humans have deep rooted needs, react to things emotionally and want to enrich our lives for the better.

“I’m excited to bring this sort of thinking into our understanding of how humans connect with brands, products and experiences.”

One Minute to Midnight was founded in London by Douglas Dunn and Paul Laver in 2016 and expanded to the US in 2020.

Dunn said: “Increasingly our clients have been asking us to create a quantitative offering that matches the high standards of our qualitative research, so we’re delighted to formally open One Minute to Midnight & Counting.

“This venture is hugely important for us as it propels us into being a truly full-service research company, with a world-class human-focused offering across both quantitative and qualitative disciplines. It’s exciting for our teams in New York and London and will enable us to deliver more meaningful and human insights to our clients at a greater scale.”