The practice, called Strat7 Advisory, will use senior consultants from across the company and will aim to embed consumer understanding into companies’ decision making, such as market analysis, strategy creation and implementation, and internal processes.

The practice will not act as a separate agency, and will draw on the specialist skills of the different Strat7 agencies, such as analytics from Bonamy Finch or insight Communities from Researchbods.

In 2019, Strat7 launched an advisory practice called Strat7+, which built on existing Strat7 services in data collection, analytics and insight and which operated only in Sweden with large clients in the country.

Strat7 Advisory follows on from Strat7+ by operating globally and across all Strat7 agencies.

Strat7 Advisory will have 14 staff and will be led by Bjorn Dufwenberg (pictured left) and Pranay Jeyachandran (pictured right).

Dufwenberg said: “Businesses are at different stages of maturity when it comes to being customer-centric. But even those that aspire to be, and invest behind this ambition, often fail to have the desired impact.

“Our goal is to support them in identifying where they are on the maturity curve, and then advise them on what steps they need to take internally and with their customers to become truly customer-centric.”

Jeyachandran added: “The formal creation of the advisory team is a real statement of intent by Strat7, driving home the point that putting customers at the heart of every business decision is more than just great data and insights; it relies as much on translating this into real advice that is transformative for an organisation.”

Discussing the launch of Strat7 Advisory, Strat7 chief executive Barrie Brien explained: “While we continue to be comprised of specialist agencies in insight, data and technology, the creation of the advisory practice ensures that the whole is greater than the sum of the parts for our clients, and we continue to deliver on their ever-increasing complex needs.”