Synovate's four UK operations, which include the London and Kent offices of Synovate, will be led by a team of existing senior management.
The restructure includes all of Synovate's research activities in the UK with the exception of Synovate Healthcare, which remains separate.
Michelle Norman has been appointed managing director of the new group having held the post of managing director of Synovate's Sample Surveys Research Group for two years.
Neil Swain will be responsible for innovation and strategic development, Steve Hales will head up the research and project teams and Laurence Curtis will take charge of resource strategy and operational strategy.
Tim Bowles, chief executive of Synovate Western Europe, said: "I am confident that the senior team with their considerable research skills and business vision, will continue the success of Synovate UK."
Norman added: "This move will enable us to build stronger teams and create innovative ways to meet the needs of our clients, while generating even more opportunities for our staff."
Synovate is the sixth largest research company in the UK with 450 staff. It is part of the Aegis Group, which is the holding group for Carat, the media planning and buying business.
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