Strachan, who now has responsibility for the firm’s daily management and performance, said: “We have really expanded and developed our offering in several areas over the last couple of years, including digital media evaluation, social media, sports sponsorship, technological product and service development and customer satisfaction.

“I want to build on this and ensure we and our clients keep pushing the boundaries of innovation in research.”

Iddiols, who will oversee strategy, said: “I am delighted to be able to pass on company management into such capable hands. Juliet will be a real force as we continue to tailor our offer for the digital age.”