Dunford (pictured) was previously vice-president at Savanta and has worked in market research account management for 12 years, as well as six years in the publishing industry.

Suzy Hassan, managing director and co-founder at Potentia Insight, said: “Liz’s exceptional expertise and proven track record in market research make her an invaluable asset to our organisation, where she will play a key role in our continued growth.

“We look forward to the positive impact she will bring to our team and the exciting journey ahead.”

Colin Clifford, commercial director and co-founder, said: “The addition of Liz to our talented team at Potentia is very exciting.

“With her strategic mindset and market insights, Liz brings a fresh perspective to drive our commercial activities to new heights. We couldn’t be happier for her to join us.”