Barwise (pictured), who is also chairman of Which?, has market research experience having worked as a consultant, applied researcher, and expert witness for Research Now and Verve in their early start-up days. He was director and chairman of the Future Media Research Programme at London Business School between 1996 and 2004.

Jane Frost, CEO of MRS, said: “It is an honour to have a representative from London Business School – one of the world’s leading business schools – on board and Patrick will be an invaluable addition to our team of ambassadors. The role is about advocacy and support and each of our patrons brings something different and exciting to the table. Patrick’s work, particularly on the importance of understanding and delivering customer value, has always advocated high-quality research. I have worked with him in many of my marketing roles in the past and know how respected he is in the marketing and research communities.”

Barwise added: “One of my priorities is to ensure that research and other insights are relevant and actionable, flow freely through the organisation to reach decision-makers and are acted on rather than buried or ignored. As patron of MRS, I want to help promote the importance of research as the lifeblood of customer-focused delivery and innovation.”

Last October, WPP chief executive Martin Sorrell was named one of four newly announced patrons of the MRS. He was joined by Robert Worcester, founder of Mori, Clive Humby, founder of Dunnhumby and the social commentator Peter York.