The radio station has appointed the consultancy Branded to investigate perceptions among trade audiences.
Branded's appointment, ahead of the arrival of O'Connell as Virgin's breakfast presenter next month, will help to develop Virgin Radio's trade strategy and communication.
Fru Hazlitt, the chief executive of Virgin Radio, previously used Branded and its managing director Philip Ley on projects in her previous job at Yahoo!
Hazlitt said: "Branded has unique experience in entertainment, broadcast and technology and will be able to provide us with a unique insight."
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