Bates joined Creston in 2001, with the acquisition of Marketing Sciences – in which he was one of the owners.

In 2008, as MD of Marketing Sciences, he oversaw its integration with the sensory panel firm MSTS.

Bates became joint head of Creston Insight in 2010, following the departure of Nick Sparrow, the chairman of ICM, who was made Insight head following Creston’s 2006 acquisition of the ICM Research Group businesses.

Bates eventually become sole head of Creston Insight in 2012, after Sparrow’s ICM Group successor, Justin Sampson, left the business.

In a statement, Creston said that: “With the Insight division now in good shape to exploit further growth opportunities under an experienced management team, Keith believes that now is the right time to seek new challenges outside Creston.”

CEO Don Elgie said: “I would like to thank Keith personally for all his hard work and dedication during his time at Marketing Sciences and Creston and for the significant contribution he has made to the company’s success. I wish him well for the next phase of his career”.

Bates added: “I have enjoyed a fantastic period of 24 years at Marketing Sciences, both in terms of the challenges and thrills of growing a private company and the satisfaction of contributing to the wider Creston Group. I have been fortunate to have worked with some very talented people and will miss my colleagues. At the same time, I am excited about the next stage of my career”.