Ipsos Connect UK And PACL Create New Marketing Partnership Evaluation Service

Ipsos Connect UK and Partnership Audits & Consulting (PACL) have joined forces to provide evaluation services for brands involved in sponsorship or marketing partnership activities. The collaboration brings together Ipsos’ expertise in brand, media, content and communications research alongside latest thinking in behavioural science and PACL’s experience evaluating and optimising marketing partnership activity.

The service aims to provide a depth of understanding about marketing partnership activities by increasing appreciation of how and why the influence people, how they should be measured and how to optimise performance. This approach developed by Ipsos Connect UK and PACL incorporates the latest thinking in neuroscience and behavioural psychology which informs how people make brand choices, providing validated data and insight into the impact of marketing partnership communications on consumer attitudes and behaviour at the moments that matter.

This approach brings relevant data together to assess the marketingpartnership campaign as a whole and provide credible and objective assessment of the performance of activity leading to informed and actionable insights

Ian Thompson, Managing Director, PACL, said: “Brands are spending around US$50bn per year on marketing partnerships but we’re still seeing evaluation focus on output measures that rarely correlate with brand or business performance or the use of flawed and outdated market research methodologies.”

Jamie Robertson, Senior Director, Ipsos Connect UK, added: “We’re looking forward to working with brands to help them to effectively benchmark the performance of their activities using the most innovative research techniques at our disposal.”

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