Formerly senior vice-president of sales for North America at Toluna, Anderson (pictured) will focus on expanding InnovateMR’s sales team and leading business strategy and new product development.

George Llorens, co-founder of InnovateMR, said: “Michael is arguably one of the most successful executive leaders in our industry with a proven track record for developing client-centric teams with a heavy emphasis on customised solutions.

“Over the last four years, our firm has focused on developing our self-serve sampling platform, Pegasus, as well as growing our global B2B panel of respondents. Michael will be resolute on socialising these assets across the industry and helping clients achieve faster answers without compromising quality.” 

InnovateMR was founded in 2014 by Matt Dusig, Gregg Lavin and Llorens, and has respondents in over 30 countries.