Frost joins the organisation in late November from HM Revenue & Customs, where she has worked since 2006 developing and leading the individual customer function and the behavioural evidence and insight unit.

Before that, Frost worked as a strategy director in the Department of Constitutional Affairs for three years and as controller of corporate and brand marketing for the BBC for five years prior to that.

Earlier in her career she was regional planning and marketing director for Shell International and a product group manager for Lever Brothers.

Frost was awarded a CBE in the New Year’s Honours list.

MRS said her appointment is “a signal of intent to reach out more proactively to the business, finance, marketing, public and policy-making communities and highlight the bottom-line benefit research brings”.

Frost said: “As a marketer I know how important it has been to use research as a basis for business planning and investment decisions as well as for changes in strategic direction.”

“I am excited to be taking up this opportunity at a time when businesses and decision makers need the power of evidence and the insights it generates to understand and influence customers and stakeholders, driving down costs and increasing demand. Evidence and insights are powerful forces for change.”

MRS president and Interbrand UK chairman Rita Clifton said: “It is important that MRS is led by someone who fully understands the needs and challenges of those responsible for commissioning research, whether they are commercial or social. Jane will bring creativity, vision and drive to this important role and we are delighted to have her on board.”

Frost replaces David Barr who retired in September after 14 years as director general of the society.