Rachel Williams (pictured left) has joined the team as principal, heading up the qualitative team and has experience in a number of insight and strategy-led projects from customer journeys, segmentations, behaviour change through to brand positioning and proposition development.

Williams was most recently part of the leadership team at Yonder, heading up the qualitative and semiotic specialisms.

Ben Steer (pictured right) has been appointed as principal (quant), following previous roles in strategic consultancy for Incite and M&C Saatchi Clear, focusing on customer/occasion segmentation, pricing and proposition optimisation, and shopper and decision journey techniques.

Chris Warren (pictured centre) has also joined Basis as principal (quant), having run VisitBritain’s campaign evaluation work for the past seven years.

Warren has a background in psychology and statistics and has held prior roles as head of quantitative research at Northstar and managing director at Kubi Kallo.

The appointments follow recent senior hires at Basis including chief client officer Kate Sizer, co-managing partner of consumer US Martin Eichholz and chief marketing officer Shazia Ginai.

Polly Shrager, consumer and B2B UK managing partner at Basis, said: “With the hires of Rachel, Ben and Chris, we’re strengthening our senior leadership team further, to ensure we continue to deliver brilliant work to our clients as we grow.

“All three bring core talents that make Basis, Basis – being super smart, brilliant at what they do, and a joy to work with. I’m thrilled to have them on board.”