Jameson has been Macfarlane’s deputy for the past year. He has also been MD of the firm’s business and technology division since 2000 and international sector lead for technology markets since 2005.

Macfarlane said of her successor: “No one is better suited to take over the leadership in the UK; Richard’s grasp of the market research arena is second to none and his vision will shape our business for the future, so that we can continue to grow and be profitable.”

Jameson will be replaced as MD of the business and technology division by Colin Strong, who joined the firm in the mid-1990s and is currently leading the development of the TechTest concept testing service.

Macfarlane, meanwhile, will take overall responsibility for the firm’s other UK business units, including the panels, healthcare and media businesses. Globally, she will be responsible for supporting custom research initiatives throughout GfK and promoting the firm’s knowledge exchange system, which encourages interaction, creativity and shared resources between countries.

Jameson will also take a seat on the global board of GfK Custom Research. The management changes take effect from 1 July.