The data collection agency, called Strat7 Audiences, will take over a specialism previously held within Strat7 Researchbods, which the company said would allow Researchbods to focus on communities and insight.

Tom Bates, the newly promoted managing director of Strat7 Audiences, will report directly to Jonathan Clough, the recently appointed chief operating officer at Strat7, and the company’s board.

Bates will be tasked with building the client base for Strat7 Audiences among brands, media agencies and consultancies, and Audiences will also function as an in-house data collection partner supporting all agencies across the Strat7 group. 

The new business, which consists of 55 people at present, will operate from the Strat7 Leeds and London offices, with a North American hub in New York planned for 2025.

Clough said: “A dedicated data collection unit gives the specialism the recognition it deserves, after all high-quality data is the foundation for any strategic insight. 

“This efficient and holistic infrastructure makes us a ‘one-stop shop’ for insights, allowing clients to consolidate their spend through a single provider. Collecting and analysing data at scale and pace also underpins the group’s offer of always-on customer centricity.”

Bates added: “More than ever, clients need confidence in their data. They need senior, consultative data collection experts in the room ensuring the success and integrity of every single one of their projects. 

“We’re really excited to get started with Audiences, to continue providing exceptional, bespoke service to our clients and to compete for new opportunities. The launch of the Audiences agency is the natural next step for Strat7 in achieving operational excellence and powering global insights.”