The partners will work together on specific projects to investigate the connections between brands and products at the conceptual, imagery and sensory levels, according to a statement.

Yvonne Taylor (pictured), director at Product Perceptions, said: “We primarily see this relationship as an opportunity to provide clients with a fully integrated qualitative and quantitative offering in FMCG. The aim is deliver qualitatively richer research projects like Sensory Fusion and more sensitive, imagery and behaviour-rich concept testing approaches.”