Origin Announces Differentology as Research Partner for UK Media Landscape and Enumeration Survey

Origin, the UK cross media measurement initiative has announced media research specialist agency, Differentology, as its research partner to deliver the media industry one of the largest and comprehensive media landscape studies in the UK.

The quarterly study will see Differentology interview 20,000 adults, every three months from across the UK, making it one of the largest (80k annually) media studies in the country. The study will provide a regular understanding of the UK media landscape that will be used as part of the foundations of the Origin single source panel and virtual ID population framework. It will also offer advertisers a key understanding of relative different demographic relationships between different media access, retail behaviours, loyalty card usage and banking preferences. Data will be available via dashboards and through general publication to Origin members by the end of 2023, with updates intended every quarter thereafter.

The appointment comes whilst Origin is conducting live trials with five major advertisers; EE, L’Oréal, PepsiCo, P&G and Unilever.

Joe Lewis, Origin research lead said, “It is imperative that Origin continues to have the most accurate understanding of the marketplace for which it is trying to measure and represent. This is never more important than today when the media landscape continues to change at such a rapid rate. That is why I’m delighted to be partnering with Differentology. Their media knowledge and expertise, coupled with their dynamism in research approaches and techniques, makes them the perfect partner for this endeavour. We expect the Origin landscape study to become one of the de facto ‘sources of truth’ for the UK media landscape for years to come.”

Neil Harrison, head of media VirginMediaO2 said, “The fragmentation of media consumption continues to make it ever more difficult in understanding who is exposed to our media messages. This quarterly study has the potential to be a real tangible asset in our planning armoury, providing real understanding of where our customers are, what they’re doing and how they buy our products. We’re very excited about the possibilities that this study and the partnership with Differentology offers us at VirginMediaO2.”

Mark James, CEO Differentology said, “We are absolutely delighted to be working with ISBA on the Origin landscape study. We truly believe this new exciting and innovative study will become an increasingly important bellwether report across the UK media industry.”