Jones, who has been a freelance consultant for the past few years, has previously held senior insight roles at brands including Danone and Screwfix. Her 20-year career spans sectors including retail, FMCG and packaged goods, healthcare and financial services.

At Screwfix, she developed customer insight capabilities, and brings over a decade of agency experience in research and strategy.

In her new role, Jones will lead Vision One’s qualitative research team. The company said the appointment would strengthen its commitment to ‘delivering deeper human understanding’ alongside its wider research capabilities.

Tony Lewis, chief executive, Vision One, said: “AI helps analyse more information, but insight comes from understanding its meaning. Helen brings the expertise needed to reveal the human stories behind the data, aiding better decisions for our clients.”