Macdonald was previously senior insight manager at Carphone Warehouse/Best Buy Europe, where he developed and led the insight team and established a pan-European market segmentation model for the business. Prior to that he served as a consumer insight director at TNS Global.

Skopos founder and UK managing director Darren Noyce said: “We can’t wait for Kevin to start. His unique all-round experience of agency and clientside research, plus relaxed personable qualities, marked him out from the numerous candidates for this role. We are certain his knowledge, curiosity, enthusiasm and positivity will be a real bonus for clients in his unit’s sectors.”