The product, called Ignite@Verve, will build on Verve’s communities and smart digital research work and combine it with a range of research specialisms and smart tools to meet demand for consumer insight.

The Ignite team will include strategists, semioticians, cultural analysts, behavioural scientists, anthropologists and user experience analysts.

The tools available through Ignite@Verve include artificial intelligence tools to analyse social data, the Ignite Collective, a global network of individuals to provide extreme perspectives, and the Ignite Values Framework, a universal cultural values framework focusing on perspectives on how people think, feel and behave.

Kelly McKnight, executive director and head of Ignite, said: “Research needs to become more diverse in its thinking and holistic in its approach to support future and strategic decision-making for brands.

“We cannot look at behaviour in isolation; it needs to be contextualised within the prevailing culture and contrasted against outlier practices.

“We’re not interested in ‘nuggets of insight’ – we want to deliver the type of insight that is career-changing for our clients.”