IPC Media is investing a six-figure sum in its biggest research project to date to better understand and connect with consumers. The aim is to develop new products and magazine titles.
The Origin Panel will be run by IPC’s research division, IPC Insight, and marks the largest ongoing research programme IPC has ever undertaken. The media company says the venture will offer IPC “unrivalled consumer insight into the UK’s female population”.
Over six months, IPC has recruited a 7,500-strong nationally representative panel of UK women, together with independent research agency, SPA. IPC Insight aims to keep in touch with this Origin Panel via an online community, and amass quantitative and qualitative data in what it claims will be “a true bellwether of UK women”.
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 is also a significant and on-going commitment to the continuing exploration of the attitudes, behaviour and media consumption of UK women.”
IPC Media houses the IPC Southbank, IPC Connect and IPC TX brands and IPC magazines reach over 70% of women the UK.
The publisher’s titles range from Chat and Pick Me Up to Marie Claire and Woman & Home.