The group, which its founders describe as a "launchpad for innovation in consumer insights", has launched its first two start-ups, insight technology company Rival Technologies and full-service research agency Reach3 Insights.

Rival Technologies will be headed up by Andrew Reid, founder of Vision Critical and VC Labs. The company will use conversational methods via voice, video, and chat to gather insights. Reid co-founded Vision Critical in 2010 and departed the business in 2016.

Reach3 Insights, meanwhile, will be led by Matt Kleinschmit, formerly senior vice-president at Vision Critical and most recently managing director of consumer and shopper insights at Maru/Matchbox. The company will also focus on conversational research and "immersive experiences".

Reid Campbell Group is headquartered in Vancouver, Canada. Launch clients for the sister companies include Warner Brothers and the NFL, according to a press release. 

Eileen Campbell, executive chair of Reid Campbell Group, said: "Research and insights are so fundamental to business success, yet the function is often saddled with a stodgy reputation because we’ve been a bit slow to evolve. We need to reflect the rapidly changing communication methods consumers use today to deliver meaningful business results. We are determined to do just that."

Matt Kleinschmit, Reach3 founder and chief executive, added: "We believe that we are now entering the third wave of modern marketing research, characterised by agile, organic and immersive conversational insights captured at scale through the mediums used by the digital generation."