Li (pictured) most recently worked as a freelance consultant, specialising in segmentation projects, and previously held the role of quantitative manager at GfK.

Ryan Howard, director of analytics at Simpson Carpenter, described the "application of machine learning to data exploration" as an area of "huge growth" for the business, adding: "Michelle’s work allows us to continue to develop and rapidly deploy insights on behalf our clients." 

The company has also promoted Mario Omescu, another member of the analytics team, to senior reporting analyst, while Hardik Naik and Isabella Wong were promoted to research manager in the automotive and qualitative teams respectively.