Strat7’s ‘new standard’ will see its platform, Nucleus, made available to clients, allowing users to bring together their research, data and knowledge, and to question and build upon it over time.

Nucleus also allows users to ask questions in plain language and links answers back to source data, and can be used either on its own or with existing platforms.

In addition, the platform includes digital twins of customer segments that can engage with users, test concepts and replicate how different groups respond to stimuli.

The digital twins can be built around wider demographic groups and custom audiences or based on a client’s own research and data.

Barrie Brien (pictured), chief executive, said: “Our clients bring us some of their toughest strategic questions, about where to grow, what customers need and what to do next. Insight teams should be at the centre of those conversations, and we want to help make that happen.”