Redshift Research will focus on the IT, business and industrial sectors, and has already signed up Microsoft, Adobe and Siemens.
Tim Dyson, CEO of Next Fifteen, said the firm was a necessary complement to Next Fifteen’s PR operations.
‘We see potential to bring in elements of Redshift’s work at every step of the PR lifecycle, from client prospecting through to assessing the real world impact of PR campaigns on our clients’ businesses,’ Dyson said.
Outgoing PRCA head Patrick Barrow said the internalising of research by PR firms was a natural progression in an industry that relies on the findings of research ‘if not as a first resort, than certainly as a second or a third’.
Barrow agreed that while acquisitions of research companies by PR agencies can be perceived as a conflict of interest, it remains a journalist’s prerogative to ensure the objectivity of results. ‘That applies to any research commissioned from any company,’ he said.