Morris joins the company from Kantar TNS, where she held the role of managing director of qualitative. Prior experience includes board level director positions at Chime Insight & Engagement and KPMG Nunwood.

Managing director of qualitative is a new role created within the Future Thinking group. With overall responsibility for the group’s qualitative offer, Morris (pictured) will initially review the existing structure to support company growth, working alongside the innovation team and senior management to meet the needs of clients in terms of research methods, products and overall practice.

Adele Gritten, UK managing director of Future Thinking, said Morris “brings a wealth of experience and strong commercial acumen”. She added: “Sarah has a clear strategic vision for how our qualitative offer can be optimised within the business to help drive growth.”