Vine said its aim was to help brands achieve growth through “better and closer connection to what their consumers think, feel and do”, and key areas of focus will be NPD, branding and shopper within a range of sectors including fmcg, grocers, health & beauty and finance.

Smalley said that the company was deliberately commercially focused as “far too often research can lose site of the ultimate business goal and debriefs turn into pages and pages of detail, really just ticking off every questions which has made its way to the brief”.

She added: “We also believe that, for us to genuinely connect brands to their consumers, outputs need to be a key area of focus – the challenge here is always producing something with impact with minimal extra budget – and we have some great ideas about how to make that happen for every client on every project.

Vine’s website is up and running at: www.vine-research.co.uk