NEWS13 January 2014

IPC, OMD and Vodafone to probe Future of Families

News UK

UK — IPC Media, OMD UK and Vodafone have agreed a partnership to undertake a five month collaboration on an insight project exploring the future of the family.

The project aims to come up with a picture of what the future British family will look like, including the impact of technology on the home and the changing role of media.

The project 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. It will also include expert interviews with IPC editors, as well as a qualitative element featuring an ethnographic approach with families.

Chira Tochia, insight executive at OMD UK, said: “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 is 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 project will be published in the early part of this year.