The partnership builds on OMD UK’s recent work on the Future of Britain and will involve an extensive research initiative. They will utilise IPC’s Origin Panel, an online community of 7,500 women across the UK and OMD UK’s Snapshots panel, a fortnightly online survey of 2,500 individuals, who are nationally representative of the UK population.
The Future of Families will examine in depth what the future British family will look like, the impact of technology on the home and the changing role of media. The research will include expert interviews with IPC editors, a large quantitative study and a qualitative element that will feature an ethnographic approach with a variety of families.
Vodafone is particularly interested in how technology will be used to support the home and families in the future. As families evolve, so will their use of technology and the role of media will need to adapt, particularly given the huge take-up of smartphones and tablets in recent years.
Lynne Springett, group head of IPC Insight says: “We are pleased to be working with OMD UK and Vodafone on this initiative and look forward to building on the work they did through the Future of the Family project; looking to the future will be fascinating. With our brands reaching almost two thirds of UK women, IPC is well placed to explore how the family is set to change in years to come.”
Chira Tochia, insight executive at OMD UK, adds: “We’re thrilled to be working on an extension of Future of Britain with IPC and Vodafone. With our combined resources we will provide even more robust and insightful results gauging what the future family will look like. Future of Britain has really resonated with our clients and the industry at large, and OMD UK are looking forward to exploring the future of the family, something our first phase of research identified as an interesting and dynamic area.”
Results from the initiative will be published in early 2014.
