Vividata and Ipsos have announced that they’re partnering to create a “future-proof” methodology to measure the Canadian media and consumer market.

“As the media world is changing, so too is the world of research,” said Gary Bennewies, president & CEO of Ipsos Canada, in a press release. “Working with Vividata, we will create a research approach that is more engaging while providing best-in-class media consumption information for the Canadian market.”

Vividata says through advances in technology and methodology, the new initiative will provide more powerful cross-media analytics capabilities while retaining deep insights into Canadian consumer behaviour and consumption habits through its widely-used Survey of the Canadian Consumer. Ipsos will leverage its experience managing readership studies in over 40 countries, including the UK, Australia and Belgium.

“The ultimate goal is to build an audience measurement program which meets and exceeds the challenges faced in the changing Canadian media market,” states the release.

“The partnership 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,” added Pat Pellegrini, Vividata president and CEO. “Together with our partners we will ensure that Canada remains at the forefront of consumer research and intelligence.” 

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