Roberts (pictured) was previously managing director of customer and employee experience at BrainJuicer, where he launched StatisTraction, which measures the motivations behind customer and employee behaviour.

His role at SPA Future Thinking will be to bring together the firm’s methodologies, both new and existing, on to a single platform to deliver increased value to clients. He will report to CEO Jon Priest.

Priest said: “Paul has a lot of innovative ideas coupled with excellent credentials and we’re delighted to have him on board. He is a well respected name in the industry – his work and success at BrainJuicer speaks for itself. I have no doubt the business will benefit from his considerable skills and experience.”