Trilix, an integrated marketing and communications firm located in Johnston, has launched a new division with the hiring of Dale Engelken, former president of Genesis Marketing and Research Inc.

Trilix Research, which focuses on helping companies with brand measurement, new product development, and website and data analysis, officially opened July 22.

Engelken closed the doors of his 9-year-old Genesis Marketing agency on May 14, three days prior to joining Trilix as its research director.

Engelken’s new role, according to a Trilix spokeswoman, has so far included work on 19 research projects with clients from Trilix and from previously built relationships at Genesis.

His efforts will include a study of marketing trends through the use of surveys, focus groups, mystery shopping and in-depth interviews as the company works to identify emerging needs in the marketplace.

Trilix President Todd Senne said the launch of Trilix Research came on the heels of an 18-month growth spurt, including a 25 percent increase in staffing levels and record sales revenues.

“Our job as marketers is to understand our clients’ key audiences,” Senne said. “Having this service at Trilix sets us apart from many agencies that have to outsource their research needs. “Expanding Trilix to include this is a nice capstone to our agency’s recent growth.”