Wigginton moves up the IPC insight chain
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UK-- Amanda Wigginton has been promoted to the post of insight director at IPC Insight, the research division of the consumer magazine giant.
Wigginton was earmarked as one of Research magazine's ‘50 to Watch' last year. In her previous role of group head of insight, she was responsible for major IPC research initiatives including Green Matters, which analysed reader attitudes to green issues. She was also responsible for creating The Origin Panel, a 7,500-strong women's panel.
Speaking to Research, Wigginton said: “Media owners aren't usually renowned for conducting robust research, but we've really invested the resources in getting under the skin of consumers for editorial, publishing and our advertisers. In 2008, we'll be strengthening the work we've already done with the Origin Panel, expanding on the insights we've already mined.”
The Origin Panel has already provided a number of spin-off studies including Womens' Space – analysing attitudes and internet usage – and Supermum, which looked at the key drivers behind purchase decisions.
Wigginton revealed that a new study on men is in the works and due for publication in February.
Neil Perkin, group advertising director, marketing & strategy, said: “Working with the insight team, she has quantifiably raised the contribution of insight to our advertising business and created value for our advertisers.”
Author: Brian Tarran
Related links:
Research Magazine's 50 to Watch
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Research takes centre stage after ad sales shake-up at IPC
