She takes up the role in April, replacing Vanella Jackson of Hall & Partners who has held the position for the past two years. Jackson will remain with the MRS as vice president.

Macfarlane was up against a joint candidature from Nikki Bell and Leslie Sopp. Bell will remain on the MRS council while Sopp, who has reached the end of his term, will leave.

Since 2009 she has been chairman of GfK’s UK business GfK NOP, and since January this year she has also served as global training director for consumer experiences. She has been working at GfK NOP and its forerunners for 30 years and is also a fellow of the MRS.

Macfarlane said she was “honoured” to be elected as the MRS’s chairman. “The UK is the second-largest research market in the world and it is vital that MRS leads the way in developing the international agenda, sharing our experience and expertise to address today’s global research challenges,” she said.

The change comes as the MRS works to come up with a “new vision” for its future, and Macfarlane will be working closely with the organisation’s recently appointed CEO Jane Frost and president Rita Clifton.

Seats on the MRS council were also won by Liz Nelson of Fly Research, Stephen Bairfelt of Purple Market Group, Kirsty Fuller of Flamingo and Crispin Beale of Chime Insight & Engagement (who was re-elected for a further term).