McGregor (pictured) joins from TNS where she was chief client services director, working across the global offices and accounts. She has also held leadership roles at Flamingo, working on the development of its US business and a global role at Added Value.

Jem Fawcus, Firefish CEO, said: “For some time we have been looking for a leading qualitative practitioner to head our UK business. Lyn’s industry presence, passion for qual, and track record in leading and growing teams means she is perfect to lead the next stage of growth for this thriving part of our business.”