WPP AUNZ has established a special panel management company under the Data Investment Management Group, called Research Profile.
The new business is designed to undertake associated research activities for specific clients. Research Profile’s first assignment is to manage the research panel for Red Planet, which analyses data from Qantas Loyalty to draft consumer marketing analyses and behavior.
Former Research Now client development manager Spike Games comes aboard Research Profile as its new Business Development Director.
“We’ve been working together for over 12 months to refine the Red Planet research panel. The panel engagement and representation is unrivalled given the broad take up of the Qantas Frequent Flyer program.
“We are seeing response rates significantly above industry averages. Gaining access to rich profiles and verified respondents coupled with large scale consumer and B2B reach is increasingly valuable in this market,” said Data Investment Group CEO Rob McLachlan.
“Research Profile’s team is backed by the breadth and strength of WPP AUNZ’s panel management expertise and capability, making it an enviable player in the market.”
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