'Work with Ipsos' Joint Venture Launched

In the UK, media and communications research provider Ipsos MediaCT has partnered with qualitative media specialist Work Research to launch a qual joint venture called 'Work with Ipsos'.

The firms say their partnership will provide research tailor-made for media, content and technology companies wishing to explore new models of insight and research.

London-based Work Research was co-founded five years ago by former PHD Media executives Justin Gibbons and Dani Washer. Their firm has since developed a set of tools and techniques that cover the entire communications spectrum, including the work.map qual technique used to test and develop media strategies, and the work.experience model which is used to research the 'total brand experience' of a campaign.

'Work with Ipsos offers media companies the full service package of research and insight, spanning qual research, ethnographic approaches, online engagement, co-creation and neuroscientific expertise, all built on the solid foundations of Ipsos' quant offering,' states Gibbons.

Liz Landy, MD of Ipsos MediaCT says the collaboration will enable both firms to provide 'an even greater insight' into media consumers and their habits.

Web sites: www.ipsos.com and www.workresearch.co.uk .