The Origin Panel
The Origin Panel
IPC Insight has unveiled a major new rolling research study of UK women, designed to provide a continuous channel through which to understand the evolving attitudes and behaviour of women across the country.
The Origin Panel is the largest on-going research programme IPC has ever undertaken representing a significant six-figure investment and marks the beginning of a new initiative designed to provide IPC with unrivalled consumer insight into the UK's female population.
IPC Media contains a peerless portfolio of women's brands across IPC Southbank, IPC Connect and IPC TX. IPC already reaches over 70% of UK women, including: 4.7 million mass market women, 5.4 million ABC1 women and 6.4 million women over 35, across brands as diverse as Chat, Pick Me Up, Look, What's On TV, Marie Claire, In Style and Woman & Home.
Over the last six months IPC has recruited a 7,500-strong nationally representative panel of UK women, together with SPA one of the largest independent research agencies in the UK. Using a specially created and highly interactive online community, IPC Insight will establish a unique on-going dialogue with The Origin Panel, mining huge amounts of quantitative and qualitative data in the process. And because the panel is designed to be nationally representative, the insights produced will be neutral and objective a true bellwether of UK women.
Insight gathered from The Origin Panel will also be used in conjunction with key clients to create bespoke research solutions, as well as informing brand and product development across IPC.
IPC Advertising managing director Caroline McDevitt says: To be the authority on our key audiences, market sectors and brands our strength has to be in our consumer insight. The Origin Panel represents not just a major investment for IPC Media, it's also a significant and on-going commitment to continuously explore the attitudes, behaviour and media consumption of UK women. And, by extension, to work with our commercial partners to provide best-in-class insight with which they can better target their own communications.
IPC group head of Insight Amanda Wigginton adds: The consumer really is at the heart of everything we do, and The Origin Panel will allow us to have a meaningful and continuous dialogue with thousands of women across the UK. Using our specially created interactive online community, we are able to engage The Origin Panel on a number of different levels giving us a wealth of opportunities to put the data to use and making IPC the leading authority on UK women.
For more information, please contact:
theoriginpanel@ipcmedia.com
Amanda Wigginton, Group Head of Insight
amanda_wigginton@ipcmedia.com
02031483636
Louise Osilaja, Insight Manager
louise_osilaja@ipcmedia.com
02031483635
