The MRS Delphi Group is led by a collection of the most respected thinkers in the marketing and research sectors. Chaired by Colin Strong, the group's mission is twofold:

  • To look beyond traditional research, exploring and predicting those trends and issues that are redefining the sector and revolutionising how we understand customers and citizens.
  • To be both inward and outward looking, covering skills and capabilities of tomorrow’s researcher and the needs and concerns of tomorrow’s consumer.

The Group produces valuable insight in the form of reports, events, articles and podcasts.

For enquiries relating to the group contact

Latest report

Using synthetic participants for market research
This is the second installment in a series of reports on the implications of generative AI on the market research sector. Part two looks at the practical application of LLMs to generate synthetic data and simulate synthetic participants.

Using synthetic participants for market research



The BEST Framework for Gen AI
This report provides researchers with conceptual guidance of the way Generative AI can be applied, elevating the discussion from what can feel like a scatter gun of possible applications into a strategic decision-making framework that helps to support its use. In the process, we intend to highlight what good might look like, alongside possible pitfalls and risks.

Download The BEST Framework for Gen AI


Evidence Talks podcast

Evidence Talks is a series of 30-minute podcasts that bring together experts from the research, insight and data analytics communities to discuss the latest trends in customer intelligence. Produced by the MRS Delphi Group, in partnership with


The MRS Delphi Group has a core Steering Group from the research and evidence sector, and will bring in additional expertise depending on the subject under review. 

Colin is Global Head of Behavioural Science at Ipsos.

Gemma Proctor works at Sparkler where she leads the Communities team and is responsible for clients such as Spotify, Twitter and Pinterest, as well as leading Business Development and Marketing.
Prior to this she led the UK Customer Success & Research team at Vision Critical (now Alida) and held senior insight roles at Twitter, CBS and BBC Magazines.
Jane is responsible for the leadership of MRS. Jane was previously at HM Revenue & Customs where she developed and led the individual customer function and the behavioural evidence and insight unit.
Before moving to HMRC in 2006, she held senior roles in both public and private sector organisations including Shell, Unilever, the Department of Constitutional Affairs and the BBC, where she was responsible for the iconic 'Perfect Day' campaign which, as well as winning advertisement of the year, raised £2.5m for Children in Need.
Tatenda Musesengwa is VP, Audiences at Savanta. Prior to this, Tatenda was Managing Director, Panel and Data Services, at YouthSight.

Tatenda joined YouthSight in 2010 as a Project Manager. His commercial savvy and entrepreneurial spirit led to a quick succession of promotions through the company, and in 2018 Tatenda became a Board member and was promoted to MD of the Panel & Data Services Division, running both a sales team and the operational side of the overall business. In 2021 Savanta acquired YouthSight, meaning he is now focused on supporting Savanta to expand its audience and sampling proposition.

Tatenda has worked on a range of youth-focused projects for both agency and brand clients alike, including Mediacom, Kantar, Heineken, Google & Barclays. In 2020 Tatenda also helped set up Colour of Research, which is focused on helping address issues around diversity and inclusion in the market research industry.

Rose Tomlins is Head of Brand and Customer Insight, Virgin Money.

Rose heads up the brand marketing, customer insight, and CX strategy teams at Virgin Money. An experienced brand strategist with over 20 years of experience, Rose started her career agency-side in research and insight roles before transitioning to client-side roles within brand marketing and strategy.

As both a practitioner and an end user of insight, she remains passionate about the transformative power of customer-driven story-telling.

Patrick is responsible for UK&I insight at AXA, one of the world’s largest insurers. He currently leads strategic activity such as harnessing customer data and building insight capability across AXA’s commercial, healthcare, retail and Ireland divisions. He has led insight activity at Co-op Insurance, O2, and the Business Continuity Institute. He is a Certified member of the MRS and has recently chaired the CX/UX/MR Conference.

Adrian is VP, AI Solutions, at Behaviorally.

Adrian is a quantitative researcher with over 25 years of experience across Kantar, dunnhumby, Nielsen and GfK. He is recognized as a senior director specializing in driving change, with a recent emphasis on fast-growing start-ups and scale-ups.

Adrian is highly regarded as a trusted advisor by colleagues and clients alike, with a strong focus on turning ideas into fully formed insight solutions.

He is passionate about NewMR, ResTech, and AI

Zoe is Global Head, VP Consumer & Business Insights & Analytics at Mars Pet Care.
Previously, Zoe was Vice President of Consumer & Business Insights and Analytics at GSK, where she is focused on ensuring that the global function was set up to deliver competitive advantage in consumer and business understanding. Prior to that she spent over 20 years at Procter & Gamble in regional and global insight and analytic roles in R&D, Marketing and Sales. She is known to be a passionate champion of the industry and its members.
Dr Mark Thorpe is Board Director at Truth Consulting. Mark has made a significant contribution to research understanding across a range of topics via a number of published papers and conference presentations. He has supported MRS as a member of the IJMR Editorial Board and frequent contributor to MRS publications and events. Mark has fostered a closer relationships between commercial research and academia and been a champion for the need for inclusion in research.

On receiving his Fellowship, Mark says: “MRS has been a force for good in the research industry throughout my career. In our unstable world, the role of the organisation is more important than ever. I have always regarded MRS Fellows as beacons of the industry. To be awarded a Fellowship feels really special and is something I am immensely proud of. I will continue to work hard to ensure that truth continues to matter!”


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