Eskin set up IRI with John Malec in Chicago in the late 1970s. The firm became known for its services testing the impact of TV ads on purchases, and analysing scanner data from grocery stores to understand shopper behaviour.

He also taught market research at Stanford University and the University of Iowa.

After retiring in 1995 Eskin worked as a ceramic artist. He was an adjunct professor of art and art history at the University of Iowa, and his work was displayed in a number of museums. He also served as chairman of the advisory board of National Council on Education in the Ceramic Arts.

Meanwhile SymphonyIRI, as it is now called, went on to become the world’s seventh-biggest research agency, with worldwide revenue of more than $700m last year.

A spokesman for the company said: “We are deeply saddened by the loss of Gerald Eskin. He will be greatly missed by many at SymphonyIRI.”

Eskin died in Iowa City on Tuesday last week as a result of complications following a heart bypass operation last year, according to the Chicago Tribune.

He is survived by his wife, brother, three children and seven grandchildren.