Sky has created the new role of research director for its marketing strategy team.
The position will be filled in January 2012 by Harry Mirpuri, who was previously head of insight at Which? magazine.
Mirpuri will lead the consumer, broadcast and media research for Sky and its 'Customer Closeness' programme, which sees Sky employees interact face to face with customers.
He said: "The challenge is to always think of new and innovative ways to excite current Sky customers as well as to appeal to newhomes.
"Our research will give us an even better understanding of exactly what our customers want and how we can continue to improve their Sky experience.”