MRS Delphi Group
ShareThe 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 the 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 christian.walsh@mrs.org.uk
Latest report:
The Gen Z Workforce
This report from the MRS Delphi Group aims to bust the myths and expose the stereotypes. It provides:
- new research into the behaviours and needs of young researchers
- recommendations for companies to retain talent
- analysis from industry leaders.
Navigating Brand Purpose in an Age of Uncertainty
The call to action in this report for brands, researchers, and strategists is clear: do not shy away from purpose out of fear of getting it wrong.
This report unpicks the contextual factors in which brand purpose operates and is received, particularly amid the 'culture wars' of today's polarised societies.
Includes persepctives from: Co-op, MTM, Truth, Ipsos, the Advertising Association and a Global CMO.
A three-part series on generative AI
REPORT ONE: 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
REPORT TWO: 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.
Download - Using synthetic participants for market research
REPORT THREE: Adoption and Integration - where are we now?
This is the third instalment in a series of reports on the implications of generative AI on the market research sector. One year on from the original report, 'AI: Adoption & Integration: Where are We Now?' looks at the early successes and ongoing challenges of integrating generative AI into market research practice.
Download - AI: Adoption and Integratuion - where are we now?
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 Research-Live.com.
Publications
The Rise of the Insight Alchemist
How the data explosion has created a new breed of insights professional.
Managing the multiverse
Understanding a world in transformation
Fast-forwarding research
How Covid-19 has reset the customer insight function.
Deconstructing bias
Lessons from 70 years of research and insight.
Great expectations
How technology impacts consumer trust.
Prediction and planning in an uncertain world
How insight and research can help organisations connect with the future.
Towards an insight driven organisation
How to foster a culture of insight and use it to deliver business growth.
Private lives?
Putting the consumer at the heart of the privacy debate.
The Curious Computer
What impact will artificial intelligence (AI) and automation have on the research and insight sector and its workforce?
The Politics of Persuasion
Leading industry figures to share their ideas for improving democratic engagement.
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.
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.
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.
Rose Tomlins, Managing Partner, leads the quantitative team at MTM and has over 25 years of experience in agency and client-side roles, driving innovation and integration across brand strategy, data science and insights. She has previously held senior leadership roles at Virgin Money, Bally's Interactive and Firefish.
Edith Bardin is a Global Consumer Insights Manager with extensive experience in market research and customer experience. She began her career at leading market research agencies, including Kantar and GfK, before moving into client-side roles at British Airways and later Shell. At Shell, Edith initially focused on mobility and e-mobility insights, leading initiatives such as the annual Shell Recharge E-mobility survey and developing a global EV insights program to inform strategic decisions and brand positioning. She now works within the Corporate Relations team, overseeing audience insights and partnering closely with brand and communications teams to provide insights-driven input across complete campaign cycles.
Beyond her professional role, Edith is actively involved in mentoring and volunteering, supporting Women in Research (WIRe) and educational initiatives. She is fluent in English, Luxembourgish, German, and French, and enjoys creative projects such painting and contributing to podcasts like Better under Pressure.
Beyond her professional role, Edith is actively involved in mentoring and volunteering, supporting Women in Research (WIRe) and educational initiatives. She is fluent in English, Luxembourgish, German, and French, and enjoys creative projects such painting and contributing to podcasts like Better under Pressure.
Adrian Sanger is Global Head of Shopper at DVJ Insights and a long-time contributor to the research and insights industry. He also runs Spinsight Consulting, supporting agencies and start-ups as they sharpen their offer and grow.
He has over 25 years of experience at companies including Kantar, dunnhumby, Nielsen and GfK. At DVJ, he leads the global Shopper offer, helping brands understand how people shop and how to win in retail
Adrian is a board director of the Market Research Society and a member of the MRS Delphi Group. He supports high standards, new thinking and the next generation of talent. He has a long-standing interest in innovation and takes an active role in helping new methods launch and take hold.
He writes and speaks on how insight can lead to better commercial outcomes, with a focus on shopper behaviour and decision-making.
He has over 25 years of experience at companies including Kantar, dunnhumby, Nielsen and GfK. At DVJ, he leads the global Shopper offer, helping brands understand how people shop and how to win in retail
Adrian is a board director of the Market Research Society and a member of the MRS Delphi Group. He supports high standards, new thinking and the next generation of talent. He has a long-standing interest in innovation and takes an active role in helping new methods launch and take hold.
He writes and speaks on how insight can lead to better commercial outcomes, with a focus on shopper behaviour and decision-making.
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.
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.
Insights Innovation Consultant, Walnut Unlimited’s Human
Understanding Lab, part of Accenture Song
Understanding Lab, part of Accenture Song
Sarah is Lead Analytics & Insights Manager (Colleague & Research) at Co-Op.
Josephine is a Fellow of the Market Research Society and has spent most of her career focused on understanding Gen Z.
As part of the senior team at Savanta she leads it’s Next Gen practice. She was the Managing Director of YouthSight research until it was acquired and before that she spent nearly a decade at GfK.
Josephine is an active member of MRSpride, presenting the podcast OUTsights, and is passionate about making market research an industry where everyone can succeed.
Josephine is a regular on the international conference circuit, sharing her take on generational theory supported by Savanta’s unique State of the Youth Nation tracking data.
As part of the senior team at Savanta she leads it’s Next Gen practice. She was the Managing Director of YouthSight research until it was acquired and before that she spent nearly a decade at GfK.
Josephine is an active member of MRSpride, presenting the podcast OUTsights, and is passionate about making market research an industry where everyone can succeed.
Josephine is a regular on the international conference circuit, sharing her take on generational theory supported by Savanta’s unique State of the Youth Nation tracking data.
With more than 25 years’ experience in corporate insight and strategy, Eddie has worked with some of the UK’s most prominent brands, spanning both agency and client-side environments. Eddie’s career includes senior roles at Sage Group PLC, FSCS, Specsavers and Barclays, alongside agency leadership roles managing blue-chip agency accounts, blending technical skill with a strong commercial perspective. As a certified UXQB Professional (CPUX-F), MSc Marketing graduate and CMRS member, Eddie has designed global frameworks for brand health, CX and comms strategy, and strategic planning, supporting organisations in making confident, data-driven decisions. Eddie is passionate about building high-performing insight teams and pioneering Ai agentic insight capabilities, always balancing innovation with the proven value of traditional research approaches. Eddie’s skill set also encompasses corporate strategy, horizon scanning, innovation and proposition development, ensuring robust, actionable customer informed strategies help organisations anticipate change and drive growth.
Gemma’s experience in research, insight and strategy, spans senior in-house roles at organisations including the BBC, CBS and Twitter, and consulting at PA since 2019.
She specialises in helping organisations harness insight to drive better decision-making and long-term growth, with a particular focus on the evolving role of research in an AI-enabled world. Gemma is a strong advocate for ensuring that advances in data and technology are grounded in a deep understanding of human behaviour, enabling more meaningful and responsible outcomes. Currently Global Lead for Human Insight & Strategy, she shapes the strategic direction of the capability and champions the role of insight within wider organisational decision-making.
Gemma was recommended for Fellowship for advancing understanding and application of insight across the profession over more than 20 years, including recognised, award-winning published work. Gemma has made sustained voluntary contributions through the MRS Delphi Committee since 2019, including authorship of thought-leadership reports (notably as lead author on AI Adoption and Integration), and regular knowledge-sharing through conferences and events including the MRS annual conference. Gemma has also strengthened the profile of evidence-based decision-making via her leadership of the MRS Business of Evidence 2026 report.
She specialises in helping organisations harness insight to drive better decision-making and long-term growth, with a particular focus on the evolving role of research in an AI-enabled world. Gemma is a strong advocate for ensuring that advances in data and technology are grounded in a deep understanding of human behaviour, enabling more meaningful and responsible outcomes. Currently Global Lead for Human Insight & Strategy, she shapes the strategic direction of the capability and champions the role of insight within wider organisational decision-making.
Gemma was recommended for Fellowship for advancing understanding and application of insight across the profession over more than 20 years, including recognised, award-winning published work. Gemma has made sustained voluntary contributions through the MRS Delphi Committee since 2019, including authorship of thought-leadership reports (notably as lead author on AI Adoption and Integration), and regular knowledge-sharing through conferences and events including the MRS annual conference. Gemma has also strengthened the profile of evidence-based decision-making via her leadership of the MRS Business of Evidence 2026 report.
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!”
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!”
Patrick Alcantara CMRS is Director of Compliance and Insight at the Lending Standards Board (LSB), an independent financial services regulator. He specialises in data, insights, and market research in regulated organisations. He worked for companies including AXA, Co-op Insurance, and O2. He judged the Research Live awards in 2024 and chaired the CX/UX/MR Conference in 2023.
Christina is a Research Director at Boxclever, specialising in quantitative research and advanced analytics. She is a regular contributor to industry articles on advanced analytics, AI and the future of research, and is passionate about maintaining quality and rigour in research and analytics.
Christina has presented at and hosted the MRS &more conference, and serves on the MRS &more Leadership Team. She is a member of Mensa and was a finalist for the MRS Young Researcher of the Year award.
Christina has presented at and hosted the MRS &more conference, and serves on the MRS &more Leadership Team. She is a member of Mensa and was a finalist for the MRS Young Researcher of the Year award.
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©2026 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911 Email: info@mrs.org.uk