Ruth France (nee Betts)



Sound research, objectivity and clear commercial thinking


I back sound research technical skills with objectivity and clear commercial thinking to provide answers to the questions critical to business success: how can we attract the right customers and how can we retain their business?

My skills and experience can be applied at all stages of the market research process:

  • Specifying the requirement
  • Obtaining buy-in from stakeholders
  • Designing the research approach
  • Data analysis and interpretive reporting
  • Driving action based on research findings


I have over twenty years experience in market research. This includes senior level agency/consultancy and client organisation experience covering consumer and business research with a strong focus on IT & Telecoms and Professional Services markets.

Consulting assignments include a period of interim management at the Institute of Chartered Accountants in England and Wales. Deliverables included establishing a new Strategic Research team and a root and branch technical review of the Institute’s Business Confidence Monitor (BCM). BCM is a quarterly economic monitor at the heart of a research-based PR programme undertaken to build credibility with opinion-formers and positioning the Institute as a broad business commentator (see:

Other clients include the Chartered Insurance Institute, South Bank Arts Centre and global leader in mobile software, Myriad Group AG.

As head of the UK IT & Telecoms practice of global market research group TNS, I directed a team who worked across several Key Accounts (including Sony Ericsson, Motorola, O2, BT, HP, Fujitsu Services) and various other regular clients. My primary aim in this role was to ensure clients were provided with meaningful information to assist them in making effective commercial decisions.

Prior to that role I was research manager at One 2 One (now TMobile) where I had specific responsibility for brand and advertising research, and Royal Mail where my focus was business markets.

I am a full member of the Market Research Society (MRS), MRS Company Partner and was elected to MRS Main Board (Council) in 2011 and subsequently elected chair of the MRS Management Board. I stood down from MRS Main Board in February 2020 but continue to support the Society with on going research and other projects.


  • Business to business
  • Financial
  • Government, social research, education
  • Industrial, manufacturing & logistics
  • IT (inc Ecommerce)

Skills & Services

  • Quantitative