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IPC appoints YouGov to manage Origin Panel

IPC Insight, the consumer research division of IPC Media, has appointed YouGov to manage the Origin Panel, its ongoing research study of UK women. The 7,500-strong online community provides insights into the evolving attitudes and behaviour of women across the country. YouGov’s work will enhance the experience for panellists, giving opportunities for them to engage with the issues examined through the panel and with other users. Amanda Wigginton, IPC Advertising’s director of Insight says: “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.” Dan Brilot, media consulting director at YouGov says: “We are delighted to be working with IPC on creating this community. As well as adding a lot of value to the research which we conduct for IPC (and their clients), we believe we have created a really interesting and engaging space for women to come together and discuss the things that really matter in their lives.” The Origin Panel’s on-going dialogue with women includes polls and discussion corners, as well as bespoke studies. Topics explored include 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 Media is an AOP Board Member.

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