The business was previously led by Paul Beresford who remains company chairman. CMR offers qualitative and quantitative testing methods, data analytics with a focus on product testing, new product development and quality management across categories including FMCG and retail.

Gritten will lead strategy and oversee operational and financial performance. For the past four years, she was UK managing director of Future Thinking, and has also worked at YouGov and Lieberman Research Worldwide among others.

Beresford said: “Adele brings a wealth of senior leadership expertise and client-facing gravitas. I look forward to working with her as she helps us further develop and expand our offer and enhance our marketplace profile.”

Gritten added: “I am delighted to be joining a well-established, privately-owned agency with particular longstanding heritage clients in the food, drink and retail space. I look forward to overseeing and being part of its next stage of evolution – exciting times for all concerned.”