Paull (pictured) is joined in the venture by other senior staff who worked at MSInteractive, including projects director Eric Alzuhn. Terms of the deal have not been disclosed.

MSInteractive’s flagship product is the Perception Analyzer tool, a hand-held device featuring an adjustable dial that is used to collect feedback from participants in TV and ad testing, litigation research and mock trials, corporate meetings and political debates.

A sister brand, Instant Scoring eXperience, was recently launched in partnership with street skater and MTV personality Rob Dyrdek to provide judging and scoring of sporting events and reality TV shows.

Paull said: “As an independent company, we’ll continue to serve and grow our core markets and be more agile to respond to customers in sports, entertainment and corporate meetings and events. There is a high demand in these areas and we are excited to have the opportunity to grow our global capabilities.”

Explaining the decision to sell the business, Market Strategies chairman and CEO Andrew Morrison said: “As [MSInteractive’s]business has grown and broadened, it has a need to be differentiated from the Market Strategies custom research and consulting practice.”