The four patrons join the society as it unveils its Business of Evidence report, revealing that the UK professional research and evidence market generates up to £3bn a year and employs 60,000 full-time employees.

Sorrell (pictured), said: “Data and the application of technology to our business are increasingly part of WPP’s strategy, along with new markets and new media. Understanding consumers, including corporates, and how their purchase and media habits are changing is increasingly critical. Information is no longer power; the web makes it available to all. Understanding it is critical. That’s why quantitative disciplines, consumer insight and digital, are now half of WPP’s $17bn revenues.”

Worcester added: “Market research is a way of life. It gives the curious, the intelligent and the interested a view of society which is almost unique. It provides a means by which an alert – but not indolent – young person might taste of a broad variety of experiences without becoming too attached to any one stream and therefore limit their opportunity to move upwards in the trade, or outward into a wide variety of occupations and callings. I hope that as a patron of the MRS I can give a bit back to what I’ve learned about the fascinating business we are in.”