Barwise (pictured), emeritus professor of management and marketing at London Business School, has been vice-chairman of AMSR since 2018.

AMSR was founded in 2014 by Nelzon, John Downham and Geoffrey Roughton, with the aim of preserving historical material relating to market and social research.

Barwise said: “I am proud and delighted to have been elected and I look forward to working with all the other trustees and volunteers. I think the archive is going to be an important resource for many people, probably in unexpected as well as expected ways.”

Nelson is stepping down from the role due to ill health. She said: “I am delighted that Paddy Barwise is taking over as chairman of the board of trustees. He shares the values of the archive and has already given us tremendous support and opened up the world of academia, which we now realise will be the main users of our data in the future.”