Agency trade body the IPA is launching a new qualification designed to provide junior practitioners with the building blocks required to interrogate media and survey data, understand what good accurate data is and see how media research and media planning can be used for their clients.
The IPA Media Research Essentials Certificate has been designed in partnership with LIME (Learning in Media with Experts), and will be delivered through six online modules, before culminating in a 30-minute multiple-choice exam.
It is aimed at providing candidates with a greater understanding of the advertising media landscape and better equip them to conduct research and evaluate data.
IPA research director Belinda Beeftink said that with more data available from more sources than ever before, it is critical that those coming into the industry have the confidence to scrutinise it and understand the truest indicators of success.
She added: “The Media Research Essentials Certificate will help provide the essential skills for anyone using media research to ensure best practise in this complex and challenging world.”
LIME founder Nick Hiddleston, who is the qualification author, commented: “This course gives delegates the unique opportunity to learn from today’s leading media research practitioners, who have shared their knowledge and expertise, to ensure that new recruits to the media industry can learn from the best.
“Executives in media are expected to know how data is collected, interpreted, and discover those key insights that helps brands grow but without training across all forms of media, how can they be expected to do this.”
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