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.

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”.

She added: “We're here for those relentlessly focused on understanding the world and finding the most impactful way to show up.

“And we're doing it without the layers. Just smart, senior people coming together to solve problems, bring clarity and help clients see sharply and move boldly.”