Now & Next will focus on helping organisations understand younger generations, including gen alpha, gen Z and millennials. The company offers mixed methods research, and workshops and talks.

Hansom (pictured left) is a former MRS board member and ex-managing director at YouthSight Research, and later senior vice-president at Savanta.

As well as her new role at Now & Next, Hansom will retain roles as a strategic adviser to UCAS and member of MRSpride.

Gilbert (pictured right) has a consultancy background with a focus on strategic and delivery, and also spent time as a senior civil servant.

Hansom said: “We refuse to engage in the battle of the generations. You can find that on social media.

“Our clients want more young people to use their products or services and so our approach is simple. We speak to young people and ask them what they’re doing now and what they want to do next.”

Gilbert added: “Leading major government programmes has taught me that the best outcomes come from listening properly to the people you’re trying to reach, not assuming you already know.

“That’s exactly what Now & Next does for young people: we ask, we listen, and we deliver insight that makes a difference.”