MRS will run an event, open to its members, on the first morning of the Festival of Marketing. It will also deliver a session to the main festival audience on viewing consumer behaviour through a new lens and applying VR for the insight generation.

Jane Frost, CEO of MRS, said: “This partnership between MRS and the Festival of Marketing marks the strengthening of a long-term relationship. The value of research within the marketing process cannot be underestimated while insight is critical to creating intelligent organisations – underpinning crucial decision making and generating growth.

“The two sectors are highly interdependent, and the event will be a fantastic opportunity for members from both to leverage the other’s knowledge while networking and finding new ways to work together.”

Andria Vidler, CEO, Centaur Media said: “It is the first time since the launch of the festival in 2013 that we have welcomed a co-located event and is a great example of how we are developing our marketing offering to inspire and enable marketing professionals to excel at what they do.

The 2017 Festival of Marketing attracted more than 4,000 delegates, over half from senior management positions and almost 70% brand-side marketers.