Dunn (pictured), co-founder of dunnhumby, joins a panel of existing ambassadors including Sir Martin Sorrell and Sir Robert Worcester.

“After many years in the research industry, my main focus now is on creating real vision around the importance of producing highly numerate marketers in senior roles to cope with the digital and data driven world,” said Dunn.

“As the second female MRS Patron, I want to address the data skills shortage, working particularly to empower women in science, technology, engineering and mathematics (STEM) industries.” Dunn has also recently spoken about new approaches to customer loyalty.

CEO of MRS, Jane Frost, added: “We are delighted to welcome Edwina as a Patron of MRS.

“Edwina brings with her over 30 years of experience in the research industry and an impressive track record, both as a successful business woman and through her work to improve the perceptions of the industry among young people.”