Laycock (pictured) will be responsible for delivering on Barb’s four strategic priorities, including enhanced data accessibility, extending Barb’s TV and TV-like viewing, effective communications and developing Barb’s Advanced Campaign Hub for agencies and advertisers.

In his new role, Laycock will work closely with Caroline Baxter, Barb’s recently appointed research operations director, to make sure that users’ needs are understood and met effectively by Barb’s research contractors.

Before joining Barb, Laycock oversaw market research projects for global consumer businesses at InSites Consulting.

Before joining InSites, Laycock spent nine years at the Walt Disney Company, most recently as research director – UK and Ireland, and was at Channel 4 as research manager – sponsorship and online ad sales.

Justin Sampson, chief executive at Barb, said: “Synthesising the needs of the industry with research agency capabilities is at the heart of what the Barb team does.

“Matt’s instinctive skills and extensive experience of using our data complement Caroline’s expertise in delivering research solutions. I’m delighted he’s agreed to join Barb.”