The firm has hired Brian Rafferty, who will be based in New York, as global director of customer insights and Donna Thacher, who will work out of Los Angeles, as research director.

Rafferty joins the firm from branding agency The Brand Union, where he was managing director of research and strategy and worked with clients including Coca-Cola and Johnson & Johnson.

Thacher, meanwhile, spent 20 years at Dailey & Associates Advertising where she managed research projects for Hilton Hotels, Neutrogena and the California State Lottery.

Siegel+Gale’s global director of research insights Lisa Bertelsen said: “Adding Donna and Brian to Siegel+Gale’s well-respected research capabilities firmly positions the company as a global leader in research.

“Developing world-class branding programmes that distinguish our clients from their competitors relies on cutting-edge methods, products and technologies employable from every Siegel+Gale office.”