At QPM, Cowan will work across the agency’s main clients including Ikea, combining EPOS, sales and loyalty data with qualitative and quantitative research.
Cowan has spent more than 15 years in customer and shopper insight working with companies such as Asda, Boots, BUPA, Centrica, Lloyds TSB, Colgate and GSK.
She also spent five years working as Tesco group account director at Dunnhumby helping set up its Central Insight Unit.
QPM launched the new insight division as part of its expansion strategy and the company has nearly doubled in size in the past year.
QPM chairman Nigel Gatehouse says: “Lindsay has always been an industry leader in pursuing passionately the power of an integrated approach to using data and research to connect brands and their customers more effectively.”