The product, which was responsible for $120m (拢65m) of TNS global business last year, analyses human behaviour from research interviews measuring consumer commitment to a brand.
Used by more than 80% of the world's big brands it gives marketers an indication of what the future direction for the brand will be.
Butch Rice, co-developer of the Conversion Model, will act in a consulting role to the Cape Town research centre.
Rice will work alongside a team of senior TNS personnel, under the banner of the Customer Equity Company, to help develop and market the product.
The team includes: Stuart Campbell-Morris, TNS head of Middle East and Africa; Lesley van der Walt, managing director across EMEA; Shanee Duveen-Apostolou, head of the Global Conversion Model; and Adhil Patel, head of Statistical and Data Services.
James Hall, TNS regional managing director across Asia Pacific, Latin America, Middle East and Africa, said: "The growth we have seen as a result of the Conversion Model's capacity to add value and bring added insight makes it deserving of being formally recognised as a global centre of excellence.
"Commitment has become one of the cornerstones of TNS custom business and critically important as a business and market metric for many of our clients who are leaders in their respective industries."
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