Vodafone, OMD UK, and IPC Media ink deal to collaborate on new insights project

Vodafone, OMD UK and IPC Media have announced a partnership that will see them collaborate on a five-month insight project focused on exploring the future of the family.

The move comes following OMD UK’s the ‘Future of Britain’ research, and will look to examine the future of families and what the impact of technology and changing media will have on the home.

The research will utilise IPC’s Origin Panel – an online community of 7,500 women across the UK – and OMD UK’s Snapshots panel, a fortnightly online survey of 2,500 individuals. It will also include expert interviews with IPC editors, a large quantitative study and a qualitative element that will feature an ethnographic approach with a variety of families.

Chira Tochia, insight executive at OMD UK, said: “We’re thrilled to be working on an extension of Future of Britain with IPC and Vodafone. With our combined resources we will provide even more robust and insightful results gauging what the future family will look like. Future of Britain has really resonated with our clients and the industry at large, and OMD UK are looking forward to exploring the future of the family, something our first phase of research identified as an interesting and dynamic area.”

Meanwhile, Vodafone explained that it is particularly interested in how technology, particularly given the huge take-up of smartphones and tablets in recent years, will be used to support the home and families in the future.

Results from the initiative will be published in early 2014.

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