Freeman (pictured) will be based in London and lead a new Ipsos best-practice team that conducts in-store audits to measure product information on the shelf, such as promotions and pricing.

She has been with the firm since the beginning of last year, when she joined the global shopper team. Over the course of her 20-year career she has worked for Nielsen Media Research, AdEx International, and GfK.

Pierre Le Manh, Ipsos global deputy CEO, said the new role comes in response to “a growing business in this area [which] our clients are increasingly asking Ipsos to support them in controlling and improving their distribution, especially in markets where they are trying to expand their reach.”