The new division will focus on solutions that integrate citizen and consumer perspectives, with the aim of bridging the gap between public affairs and market research.

Angus Reid Group has appointed Birch (pictured) to lead the division as executive vice-president and managing director, public affairs, North America. Also joining to work in the new division is senior consultant Chris Martyn.

Birch was most recently senior vice-president, client partners, at Ipsos North America. Her career in France and Canada has included supplier-side, client-side and government roles.

Martyn is also a former Ipsos executive, having previously been chief research officer for the company’s public affairs business for a decade before leaving in 2022.

Angus Reid, chief executive, Angus Reid Group, said: “We are thrilled to re-ignite our public affairs division under Jennifer’s leadership. Jen’s innovative approach align perfectly with our commitment to providing insight with integrity – unbiased, dependable data of the highest calibre – ensuring our clients can make fully informed, confident decisions.”

Birch said the pace of change in the private sector had permeated the public sector, making traditional patterns of policy creation ‘obsolete’.

She added: “I am excited to lead this division at Angus Reid Group, as we strive to amplify objective, data-driven dialogue free from partisanship and sensationalism.”