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IPC Media appoints Basis Research for Origin Panel

IPC Insight, the consumer research division of IPC Media, has announced the appointment of Basis Research to work on its AOP award-winning Origin Panel.

The 7,500-strong female panel is designed to provide insights into the evolving attitudes and behaviour of women across the country. Previous studies have examined finance, technology and the environment among other hot topics.

Amanda Wigginton, IPC Advertising Director of Insight, says: “We’ve had great success with our online Origin Panel since its launch in 2007. Working with Basis Research, we aim to make the panel a destination website for the women taking part, delivering an increased sense of community and more interactive elements. The increased engagement that results will build on the quality insights for which the Origin Panel is already renowned.”

Rune Mortensen, Research Director at Basis Research adds: “With this change, IPC Insight is ensuring that the Origin Panel remains one of the most innovative research tools in the marketplace. In addition to conducting surveys and discussion forums with women, IPC will be able to engage with its target audience using a variety of exciting community tools, such as wikis, feedback centres, and blogs to generate deeper insights.”

Basis will begin work on the Origin Panel in April 2010, replacing SPA. IPC will continue to work with SPA on other projects.

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