The Leeds-based agency has also hired Huw Williams to be a senior director at its marketing insights department, Brand:Lab.

Baldwin (pictured) is on the board of the Association of Qualitative Research and joins from Relish Research where she was previously an insight director and part of the leadership team. She will manage the qualitative team at Blue Yonder, while working closely with key clients on strategic and R&D projects.

Williams has over 20 years’ experience in research, most recently at InSites Consulting, managing relationships with major clients such as Philips and Unilever.

Karen Schofield, head of qualitative & people growth strategy at Blue Yonder, said, “Gemma has great credentials in both R&D and strategic qualitative research, plus significant team management, coaching and training experience, and is a fantastic addition to our growing qual team. I’m looking forward to working closely with her as we continue to grow our qualitative offer in 2022 and beyond.”

Head of Brand:Lab Mat Sloan added: “Huw is a fantastic addition to the team and brings a wealth of experience as a brand and comms specialist, having worked at Kantar Insights (previously Millward Brown), InSites and Relish. His dedication to driving commercial outcomes for clients is brought to life through his team’s ‘moments’ framework.”