A new independent body has been launched, the Joint Industry Committee for Population Standards (JICPOPS), to agree and implement common standards for population statistics and media boundaries.
The idea was first discussed at a meeting of advertising and media organisations in May. JICPOPS, a non-profit making body has been set up in a bid to resolve inconsistencies in area definitions and updating of population data for combined media use. JICPOPS will represent the interests of media research companies including RAJAR, JICPAR, BARB and JICREG, as well as research organisations such as CCN and CACI.
The ISBA, IPA, Royal Mail and Office of Population and Census Surveys have also given their backing to the initiative and will be represented on thecommittee.
As well as developing common standards, the committee will discuss methodology improvements and issue technical guidelines. Peter Sleight of Target Market Consultancy, has been appointed convener; technical adviser is independent consultant Barry Leventhal.
Funding will be provided initially from the representative bodies, but eventually from the sale of the population data. The first priority of JICPOPS is to be headcounts of population and households, to be updated on an agreed timescale and within agreed geographical boundaries.
Roger Holland of JICREG commented, “We can now start working together to achieve a set of common standards in the field of population estimates which will form a basis for all media and market research.”
JICPOPS: Peter Sleight, 0494 712371
JICREG: Roger Holland 071 636 7014
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