The new division will analyse existing data from within clients’ organisations and combine it with insights from primary research, with the aim of providing a broader view of customers’ behaviours and motivations.

Honeycomb will be led by Mustard’s head of data insights Bethan Turner (pictured, centre), supported by strategic consultant Andrew Wiseman (pictured, left), formerly managing director at ICM Unlimited. Bronagh Lavery (pictured, right) will also join the team from Mustard’s main business.

Turner said: “There are a lot of companies, sat on a lot of data, with no clear plan of how they turn this into competitive advantage. Honeycomb has been launched to bring together these disparate sources, overlaid with real-time insights, to drive richer, more commercially compelling business advice for its clients.”

Gareth Hodgson, director at Mustard, said the move has been driven by client demand to merge real-time insights with existing customer data, competitive data or industry data. He added: “Bethan brings a blend of both market research and data science skills and Andrew brings a wealth of experience in all aspects of managing a data-led organisation.”