Sedulo founder and managing partner Heath Gross (pictured) said: “We did not set out to be a be a market research firm, but because we have had so much success supporting our clients’ qualitative market research needs, formalising the service and creating a new brand for it just made sense.”

Clarity will offer in-depth interviews, focus groups and telephone interviewing services from its offices in Chicago, Louisville, London and Shanghai.

Director of corporate strategy Rachael Hunt and business development associate Kyle Miller will head the new service.