TransgressiveX is a research business based on neuroscience as well as survey techniques intended to provide a more accurate reflection of a customer’s relationship with a brand.

Founded in London by psychologist Nadim Sadek (pictured), its tools measure a brand’s powers of seduction and persuasion and provide a score showing its competitive power, strengths, weaknesses and opportunities.

Unilever hired the company in December 2015 to work across a portfolio of brands and microwave burger brand Rustlers is working with the company ahead of a relaunch.

Chief operating officer Andrew Wish, former CEO at AstraZeneca South Africa, says the company works on “a philosophy based on people-brand exchanges, not a conversion funnel”. His colleagues include former Kimberly-Clark CMO Iain Hamilton and former Cadbury and Bacardi executive John Blake.