Smith, who left GfK after 18 months in November, has also worked at agencies including TNS, NOP and ORC International, in a career spanning 20 years.
Andrew Smith Research will focus on customer retention and loyalty issues and how they impact on product development, branding and communications and will be based in Leaterhead, Surrey.
The fledgling agency has already begun work on projects for travel, leisure and media clients.
Smith said: "The need to effectively understand how customers, staff and other stakeholders view your service, your proposition and your brand has never been greater. Investments in CRM and related initiatives need to show a clear return. Research can provide this, and help prioritise spending."
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