Canadian firm Vividata has teamed up with Ipsos to build a 'next-generation' cross-media audience measurement and consumer study.
Not-for-profit Vividata is a multi-media and consumer behavior specialist, and has been led for the last year by former Simmons Research CEO Pat Pellegrini. Together with its new 'core measurement partner', Ipsos, it now promises to deliver more powerful cross -media analytics capabilities while retaining deep insights into Canadian consumption habits through its widely used Survey of the Canadian Consumer. Ipsos brings experience from managing readership studies in more than 40 countries including the UK, Australia and Belgium.
Pellegrini (pictured) comments 'This partnership with the team at Ipsos Canada... will ensure that the Canadian media industry, marketers, and researchers gain the insights they need to make decisions that reflect today's dynamic consumer and audience behaviour. Together with our partners we will ensure that Canada remains at the forefront of consumer research and intelligence'.
Gary Bennewies, President & CEO of Ipsos Canada, says the methodology used must be future-proof so as to evolve together with the Canadian consumer and media market.
Web sites: www.vividata.ca and www.ipsos.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.