Publisher IPC gets insights from Venus

IPC Insight – the consumer research unit of magazine publisher IPC Media – has launched a panel of UK women to understand their evolving attitudes, behaviour and media consumption habits.

The Origin Panel will be used for client projects and to inform brand and product development across the media group.

The panel of 7,500 was put together in collaboration with UK agency SPA. SPA will be running the panel under the direction of Amanda Wigginton, head of IPC Insight.

Caroline McDevitt, managing director for IPC Advertising, said: “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.”

McDevitt also said the panel will provide insights for advertisers looking to better target their communications.

IPC sells 350 million womens magazines a year, reaching 70% of UK females. Its womens titles include Chat, Pick Me Up, Look, What's On TV, Marie Claire, In Style and Woman & Home.

The firm recently hired Alexandra Woolford as digital insight analyst. Woolford is responsible for understanding how consumers use the internet, particularly IPC online channels. She was previously e-commerce and CRM executive at cruise holiday firm Ocean Village.

It has also promoted Louise Osllaja to insight manager. She will work on establishing and implementing key central research initiatives across the group. Meanwhile, Marianne Fairbanks becomes insight manager for IPC Weeklies and Jenny Gill takes on an insight assistant role at IPC Advertising.

Author: Matthew Secker

Related links:

Research takes centre stage after ad sales shake-up at IPC