Based in the UK, Mico (pictured) joins Toluna from Human8, where she was most recently product and innovation director. She has worked with various client sectors and methodologies during her career, as well as focusing on advancing the quality of qual research practices.

In her new role, Mico will lead the newly established dedicated qualitative research team, working with the company’s qualitative commercial directors.

Lucia Juliano, head of research for the UK, said: “Lian’s deep understanding of qualitative research and her ability to translate insights into business impact will be invaluable as we continue to grow and evolve. Lian’s leadership will be key in driving the success of our growing qualitative research team and strengthening our partnerships with clients and internal teams alike.

“Lian’s focus will be to oversee the development of qualitative research strategies that align with the company’s commercial objectives and finding fresh and appropriate ways to capture human truths.”

Juliano added that the company had created the new role as ‘the need for human stories and lived experiences is stronger than ever’.

Mico said: “The opportunity to build and lead a dedicated qualitative research team to support our commercial direction is one I’m eager to embrace. I look forward to helping shape the future of our research capabilities and delivering actionable insights that drive value for clients.”