Justin Gibbons, the director of strategic services at PHD, and Dani Washer, the agency's head of consumer insight, are launching Work in a bid to offer integrated marketing research that covers both consumer attitudes to media channels and the creative message.
The pair, who have helped PHD to develop its qualitative research activity, including its recent Neuroplanning system, left the agency last week.
Work will target marketers, creative agencies and media owners, offering bespoke research options that will attempt to link media and creative insights.
Gibbons said: "You've got creative agencies using groups that typically only they attend, media planners using TGI, direct marketing planners looking at response data and digital agencies using their own specialists. We are going to offer a process that uses research to bring the disciplines together."
Before joining PHD, Gibbons and Washer had experience of working as planners in advertising agencies. Gibbons then launched PHD's Living Room qualitative research programme and was promoted to the agency's board two years ago.
Work is expecting to get most of its agency business from ad agencies that require insights at pitch stage. It will also work on projects for PHD and hopes to capitalise on the growing trend for media owners launching their own in-house creative solutions teams. Its first project is new product development for an unnamed FMCG client.
Gibbons added: "We will provide a piece of research that's agnostic, by talking to punters about which channels work, as well as which messages work."