Hicks (pictured) will oversee and drive the organisation’s new strategy focused on ‘making life better’ through social research. He will join NatCen in May.

NatCen chief executive Guy Goodwin outlined the approach in a blog post, saying: “We recognise as an organisation that we need to continue to improve, adapt and innovate to maintain our relevance in a changing Britain with new and evolving customer needs.”

As part of this, the organisation plans to use new data collection modes, expand its evaluation programme, build on its ‘centres of excellence’ and grow its portfolio to focus on new areas of research topics and methods, as well as extending its geographical reach.

Hicks joins NatCen from Recruitment Capital Ventures, an investor in recruitment companies, where he was group acquisitions partner. His prior appointments include business adviser to the Welsh Government, economic adviser to Mid Wales Growth Board and non-executive director of the South African Chamber of Commerce.

Goodwin said: “Kris brings a refreshing mix of innovation, a commercial mindset and a passion for society to our leadership team. These are exciting times at NatCen and Kris’ role is pivotal in helping us shape the NatCen of the future.

“He will lead on our diversification and development, enabling us to offer a broader range of research services and products to support our customers and wider society.”