New B2B Practice and Leader for Basis Global

Transatlantic insight consultancy Basis Global has launched a specific division dedicated to B2B insight, and hired former B2B International MD Tom Percival to lead it as Managing Partner.

Basis Research was founded in 1990, and provides ad hoc and tracking solutions for clients in a wide range of retail and other sectors. Basis Health was launched in 2018 and a Social research practice in 2021. The firm has its headquarters in London and offices in New York, Chicago and Los Angeles.

The company has worked in business research for many years, and the new division builds on a track record which includes a recent MRS Award for Best B2B Research with Sage. The practice will offer specialist support across brand strategy, go-to-market planning, audience understanding, and commercial activation.

Percival (pictured) joins with more than a decade of B2B insight experience including work on brand repositioning, segmentation, market assessment, and customer journey mapping across a range of sectors. He worked previously at B2B International, where he was promoted to MD in 2021. Prior to this he was a Senior Consultant at Ipsos Business Consulting, managing projects in Hong Kong and other APAC markets; and worked as a Consultant at Emerging Markets Consulting in Phnom Penh, Cambodia; and a Transportation Consultant at MDS Consulting in Kuala Lumpur, Malaysia.

The new division will focus on six critical areas where Basis says B2B brands need sharper understanding: Market assessment and competitive intelligence; Customer and audience understanding; Brand strategy and tracking; Innovation and foresight strategy; Creative and communications testing; and Customer experience and buyer journey research. Basis Global CEO Rune Mortensen comments: 'B2B brands are facing more pressure than ever to make the right call, fast. Our clients need to understand not just what's happening in their market - but how to act on it. This new practice gives them the firepower to do exactly that. It's built for momentum, with thinking and delivery that truly meets the moment.'

Web site: www.basisglobal.co .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.