IPC names YouGov as new partner for Origin research panel
UK— Magazine publisher IPC has appointed YouGov to manage its Origin Panel of 7,500 UK women.
YouGov replaces Basis Research, which has been the panel’s research partner since 2010.
Origin panellists take part in polls and discussion corners, as well as bespoke studies on topics including women’s use of new technology, the impact of the economy on shopping and buying habits, engagement with media, and awareness and use of consumer products.
IPC Advertising’s director of insight Amanda Wigginton (pictured) said: “The insights we gain from the Origin Panel further strengthen IPC’s position as an authority on UK women. YouGov is renowned for its quality research, and we look forward to working with them to develop the panel to even greater success to benefit both IPC and our advertising partners.”
Magazines in the IPC stable include Now, Chat, NME, TV Times, Marie Claire and Woman.