As well as adopting its new name, Sago has also announced a new visual identity, website and positioning.

The company said the change was due to the evolution of the company, with the Sago brand symbolising the company’s future and better reflecting its positioning and product range.

Sago was set up 57 years ago and said recent qualitative and quantitative research technology and panel acquisitions had contributed to its change in identity.

Former chief executive Steve Schlesinger left the role last year after more than 30 years and moved into the position of executive chairman, with Reed Cundiff joining as his replacement in November 2022.

Cundiff said: “The Sago rebrand underscores our focus on speed, action and simplicity — research experts delivering global audiences and adaptive solutions through advanced research technology.

“Sago brings the human connections necessary to help clients make better, faster decisions in this new age of insights.”

Steve Schlesinger added: “I couldn’t be prouder to see this vision come to life. This is not merely a name change; it is a commitment to an inspiring new chapter in optimising our offerings and simplifying research.”