Ruyle was previously vice-president and lead anthropologist at Morpace, and prior to that held senior research positions at Gfk, The Pert Group and Market Strategies.

She has experience in ethnography, product innovation, co-creation and strategic workshops. 

Tommy Stinson, managing director of qualitative insights at Maru/Matchbox, said: “Erica’s passion for creative approaches to uncovering deep cultural insight is undeniable. She is an established strategic insights specialist.”

Maru Group chief executive Ged Parton added: “Erica’s background in anthropology provides an invaluable lens to interpret consumer behaviour and the surrounding culture that drives it. [Her appointment] is an important part of our growing investment in strategic qualitative expertise.”