Based in London, the business will focus on working with startups, scale-ups and challenger brands, with services including audience insights, rapid reviews, brand growth tracking, data analysis and consultancy.

The studio is positioning itself as an alternative to the traditional research agency model, saying it takes a consultancy approach combined with research expertise.

Noble spent 13 years at 2CV across various senior roles including head of quantitative research and, most recently, UK head of commercial and culture. She was also a member of the Digital Technology Advisory Group global leadership team.

Announcing the new venture on LinkedIn, Noble described Pinch as “an insight studio for the challengers – the brands that refuse to sit still”.

Founder Noble told Research Live she has launched the studio in response to client budgets being under pressure, saying: “As insight professionals, we need to take a hard look at what real value looks like for brands right now.”

Noble added: “We curate small, senior teams around specific challenges, or plug into in-house functions that prefer to use their own DIY tools, but need an expert partner to translate findings into opportunities. The goal is simple: help teams move faster and make better decisions.”

The business is working with clients in sectors including FMCG, lifestyle and wellness.