Osborne (pictured) was senior insight consultant at Morrisons, and has also held managerial positions in the customer insight teams at Sainsbury’s and Superdrug.

On the agencyside she has worked as an account director for RI’s shopper research practice.

At GfK she will be responsible for growing the firm’s UK retail business, with a special focus on operations including shopper insight, customer satisfaction and segmentation.

Pam Armstrong, managing director of GfK Consumer Products & Retail said: “Caroline is an excellent fit for GfK’s wider retail strategy and I am impressed by her track record of delivering clear and incisive insight. Her wealth of industry experience in the retail markets combined with her shopper insight credentials will be of enormous benefit to our clients and puts us in a strong position to continue growing this side of our business.”