Savanta Essentials currently includes tools such as brand tracking, campaign evaluation, concept testing, pitch analysis and trend data.

The new additions include creative testing, which helps companies test product concepts across target markets before release.

A tool to help develop employee engagement and retention is also included, as is a tool to understand sentiment and priorities to create effective stakeholder engagement strategies.

Adam Goddard (pictured), executive vice-president agencies consumer insight and strategy at Savanta, said the additions to Essentials would help brands and agencies “understand how behaviours are evolving over time to gain and retain a competitive advantage”.

Goddard added: “Research should be an ongoing iterative process and doesn’t need to be an expensive and drawn-out affair.”