Virtual Consultancy The Measurement Practice Launches

In the UK, a team of five independent consultants has set up a 'virtual consultancy' called The Measurement Practice (TMP), to help in-house and agency comms teams maximise the insight and value from their communications research programmes.

The team comprises Pat Molloy, who previously held senior roles at research agencies including NOP and TNS, and technology providers including Pulse Train and Confirmit; Report International co-founder Mike Daniels; Colin Wheeler, who formerly led the EMEA Insights and Analytics team at WE Communications; Liam Kelly, recently leader of Cision's Insight function in Europe and Asia; and Guy Corbet, formerly Group Marketing Director at Fishburn Hedges, and MD of Seventy Seven PR.

The new business describes its three core services as programme auditing and alignment; training and workshops; and supplier identification. To provide these, it will make use of evaluation and communications research, data integration, media analysis and insight, communications strategy and analytics, data mining and technology.

Daniels (pictured) says of the launch: 'All too often we see measurement programmes using 20th century methodologies to assess 21st century communications. It's time evaluation caught up with modern business. Our unique, all-round combination of skills means we can provide clients with a measurement re-boot that will ensure they benefit from practical, actionable insight from their research programmes'.

Web site: www.measurementpractice.com .