The feature will allow users to run surveys with either or both future and current customers and analyse the results side by side to help identify business opportunities.

Hybrid research features will also support work in areas such as product development, campaign testing, category analysis and brand perception,

Todd Latham, chief executive officer at Attest, who joined the company in December, said: “With the speed of change in today’s market, it’s as critical for brands to continue learning about their current customer base as it is to bring on new customers to fuel long-term growth.

“Panel and own-customer research are typically sold as separate tools and for different purposes, but Attest gives researchers the flexibility to choose the right audience for their context, without always defaulting to panel research.”