Brain previously spent almost a decade at Kantar, most recently as global director of data acquisition and technology, new data and innovation, and helped lead the development of the company’s central digital behavioural programme.

At Qrious Insight, Brain will help develop the business’ behavioural data network, oversee data strategy and support the evolution of its passive metering technology.

Andrew Moffatt, chief executive at Qrious Insight, said: “Matt’s leadership and vision come at a pivotal moment for us. As we scale our behavioural data network, his expertise will accelerate how we empower brands and researchers to build their own first-party data assets — unlocking intelligence that’s measurable, predictive, and real.”

Brain added: “There’s never been a more important time to rethink how we collect and use behavioural data.

“I’m excited to help turn passive signals into active insights, placing real behaviour at the core of how brands understand and engage consumers.”