Cope (pictured) was previously head of customer experience and growth at 2CV Research, having spent more than 25 years working in the insight industry.

In her new role, Cope will lead the strategic direction of the agency and oversee research operations.

Chris Turner, founder and chairman at Business Advantage, said: “Rachel’s expertise in business-to-business and technology will be instrumental as Business Advantage continues to expand its services and deepen client partnerships.”

Cope added: “Joining Business Advantage felt like a natural step. The company’s strong reputation in international B2B research, combined with its ability to translate insight into actionable growth strategies, aligns closely with my passion for helping organisations make smarter, more confident decisions.”