The 7,500-strong female panel is designed to provide insights into the evolving attitudes and behaviour of women across the country. Previous studies have examined finance, technology and the environment among other hot topics.
Amanda Wigginton, IPC Advertising director of Insight, says: “We’ve had great success with our online Origin Panel since its launch in 2007. Working with Basis Research, we aim to make the panel a destination website for the women taking part, delivering an increased sense of community and more interactive elements. The increased engagement that results will build on the quality insights for which the Origin Panel is already renowned.”
Rune Mortensen, research director at Basis Research adds: “With this change, IPC Insight is ensuring that the Origin Panel remains one of the most innovative research tools in the marketplace. In addition to conducting surveys and discussion forums with women, IPC will be able to engage with its target audience using a variety of exciting community tools, such as wikis, feedback centres, and blogs to generate deeper insights.”
Basis will begin work on the Origin Panel in April 2010, replacing SPA. IPC will continue to work with SPA on other projects.
About IPC Media
IPC Media says: “From January 2010, IPC Media is structured around three core audience groups: men – IPC Inspire; mass market women – IPC Connect; and upmarket women – IPC Southbank.”
IPC Insight
IPC Media says: “IPC Insight is the division of IPC Advertising responsible for spearheading consumer research across IPC Media. It generates and co-ordinates a broad range of research initiatives and, as the authority on consumer behaviour across IPC's core markets and sectors, it works closely with key clients to ensure they develop more effective relationships with consumers and measures the effectiveness of their communications.”
About the Origin Panel
IPC Media says: “The Origin Panel is a major 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.
• Winner of the Media Week Award for Best Research Initiative
• Winner of the AOP Award for the Best Research Project for Women’s Space”
