Stanfield has more than 20 years’ experience in branding and customer management and joined GfK in 2011 as a director in the Business and Technology team.

The new UK division was developed as a response to what GfK called a “significant shift” within marketing and brand management.

Standfield said: “Consumers are increasingly judging brands on experience and for that reason we believe it is essential to evaluate all brand interactions including marketing communications and customer satisfaction jointly.”