The new practice, The Measure, will use data journalism principles to uncover insight behind numbers, as well as drawing on behavioural science to design research.

Services offered through the new division include: segmentation based on attitudes, behaviours and values; positioning and navigation.

Ellie Webster, previously senior data strategist at The Mix Global, is leading the new division as director of The Measure. 

The Mix founder Tash Walker (pictured) said an industry focus on big data “often neglects the human context behind the data”.

On the agency’s new division, Walker added: “With The Measure, we connect numbers to what they truly represent: knowledge, behaviour, and people. We know that nobody in the boardroom buys a story without data and nobody buys data without a story.”