Reid (pictured) joins the firm from GfK Global Custom Research, where he spent the last six years and was most recently president.

Before his time at GfK, Reid had spells with Saatchi & Saatchi Communications and brand identity consultancy Siegel & Gale.

In his new role he will be responsible for guiding and supporting the expansion of Vision Critical’s online research and panel offerings. He will be based out of the firm’s Vancouver office.

Vision Critical CEO Angus Reid (no relation) said: “We’re delighted to add Andrew to our team. His extensive international experience and leadership is the perfect fit for our next phase of expansion. We’re seeking to lead the industry as it adapts to the digital era. Andrew’s background is perfect for the job.”

The firm, which has offices in the US, UK, Canada, France and Australia, said that it is looking to hire 120 new staff this year and expand operations into China, Germany and other parts of Europe.