The new cross-team offer, jointly led by senior research director Matt Nelson and head of healthcare Mohamed Muhsin (pictured), strengthens the agency’s presence in the wellbeing space.

It will combine primary market research, behavioural economics and data science, covering topics including consumer personal care, over-the-counter and ethical pharmaceuticals.

Nelson said: "Bringing together subject specialisms with data science will ensure we can be more agile and flexible in how we deliver actionable metrics."

Muhsin added that the new division will better position the agency to meet the needs of specialist pharmaceutical companies, who are "increasingly looking to factor in insights gleaned from research approaches not typically used in this sector".