Hodgson has worked with Ipsos UK since 1993, heading up its dedicated retail division for 10 years before moving on to become deputy managing director of the ‘Insight’ consumer division.

She was MD of retail and shopper research and oversaw Ipsos’s Shopper Centre of Excellence for Western Europe up until her departure this year.

At Shoppercentric she will work with the agency’s clients on developing their understanding of shopper behaviour and the factors that influence that behaviour.

“Shoppers are waking up in the aisles and taking a fresh look at the choices they are making in this challenging economy,” said Hodgson. “I’m delighted to join Shoppercentric at such an interesting time.”

Agency boss Danielle Pinnington said: “Sharon’s got strong commercial attributes and will greatly assist in developing our research offering.”