Hadfield spent more than 10 years at Nielsen where she worked in a variety of international audience measurement roles across different media. Most recently, she ran Nielsen’s radio measurement service in the US, which was axed last year.

Her role at Ipsos will be to build, lead and service clients of the firm’s new audience measurement practice and oversee the management and future direction of the Ipsos Mendelsohn business, which researches affluent consumers and is led by Bob Shullman.

Bruce Friend, president of Ipsos OTX MediaCT, said: “Lorraine Hadfield is an accomplished and recognised leader in the field of audience measurement and we are truly delighted to welcome her into the Ipsos fold. Lorraine’s proven track record in developing and managing audience measurement resources will no doubt be of benefit to our team and the insights and expertise she offers will be of even greater benefit to our clients.”