Smith joins Synovate from TNS, where he has spent 15 years in various roles, most recently as head of financial and professional services UK.
Having spent some 20 years in financial services research, Smith's career has also seen him in roles at GfK NOP and Lloyds Bank.
Responsible for client and team development, Smith's focus will be on strengthening and shaping the financial services research team to maximise the opportunities for growth in the sector.
Michelle Norman, CEO at Synovate UK, said: "We are delighted that Tony will be joining Synovate.
"The financial services industry is an important area for us and we are keen to demonstrate our commitment to this research area and our clients.
"Tony's extensive expertise and dedication to financial services research makes him the obvious choice to drive this important division forward."