ORLANDO, FL, OCTOBER 23, 2019 – At the 2019 IA Corporate Researchers Conference, the Insights Association announced the revision and expansion of the association’s individual certification program previously known as PRC or Professional Researcher Certification.

While more than 1,600 insights and research professionals have been certified as PRC (Professional Researcher Certification), certification holders expressed a desire to be recognized for the outcome of the research process rather than the process itself. The Association therefore modernized the name to Insights Professional Certification or “IPC” with immediate effect,qualifying all individuals who previously earned the PRC designation providing they meet the renewal requirements.

“As technology has transformed the insights industry and broadened its impact and complexity, we’ve seen the need for multiple pathways towards certification at different levels,” said David Almy, CEO of the Insights Association. “We’ve worked closely with industry education providers to offer the broadest support yet for certification,” Almy added. “Going forward, employers of insights and analytics professionals can look to IPC and its specialty certifications to identify the highest achievers in the industry while incentivizing and securing individual productivity and efficiency.”

The new program includes revised requirements for the new IPC recognizing the most qualified in the marketing research, insights and data analytics industry on three senior levels:

  • IPC Fellow is an honorary designation available by invitation from the Insights Association Board of Directors
  • IPC Master requires a decade of industry experience and proof of broad expertise
  • IPC Principal requires three years of industry experience and proof of broad expertise

The Insights Association also is creating five new specialty certifications recognizing professionalism in subsets of the insights process and of the requirements for IPC Principal & IPC Master. Specialty certifications do not require continuing education credits:

  • IPC Analytics recognizes those with advanced understanding of data analysis, analytic techniques, the use of secondary data, and synthesis. Research Rockstar and the University of Georgia currently provide courses to support this certification.
  • IPC Practitioner recognizes those with advanced understanding of the research process, research design and data identification, and the current framework of ethical and legal best practices. The University of Georgia currently provides courses to support this certification.
  • IPC Qualitative recognizes those with advanced understanding in designing and managing qualitative research and analyzing and reporting the results of qualitative research. The Burke Institute, Research Rockstar, and RIVA Training Institute currently provide courses to support this certification.
  • IPC Quantitative recognizes those with advanced understanding of sampling, quantitative data collection methods, and questionnaire design. The Burke Institute, Research Rockstar, and the University of Georgia currently provide courses to support this certification.
  • IPC Specialist is a customizable certification that recognizes mastery of any three of the thirteen topics of the MRII/The University of Georgia’s MRCBOK™ (Market Research Core Body of Knowledge). The Burke Institute, Cambiar, Research Rockstar, RIVA Training Institute, and The University of Georgia Center for Continuing Education currently provide courses to support this certification.

Each specialty IPC either requires successfully completing the relevant courses from the education providers listed above or taking and passing a test for each specialty (coming in 2020). Individuals may qualify for more than one IPC specialty. Past participants in programs from each of the educational providers are being notified of the certifications they qualify for based on past course completion.

The Insights Association (IA) also announced the following improvements to its flagship, core IPC Principal certification, which replaces PRC within the insights community:

  • IPC Principal will be recognized for three years from the date of issue. To renew, a certification holder will need to:
    • Be an IA member in good standing
    • Complete and verify that they have spent 10 hours per year on continuing education (CE) and professional development (PD) which satisfy IPC Guidelines (coming in 2020) through an honor system backstopped by IA audits. This CE and PD can come from education providers outside the insights industry.
  • Candidates with three years of industry experience who are graduates of the University of Georgia Principles of Market Research course are eligible for IPC Principal without further testing.
  • Those with three years of industry experience and a Master of Market Research, Master of Survey Research, or a Master of Science in Data Analytics or equivalent are eligible for IPC Principal without further testing.
  • Current PRC holders who also are IA members in good standing can immediately display the IPC Principal certification.
  • Past PRC holders who also are IA members in good standing may apply for renewal to be recognized as IPC Principal.
  • IA Certificates offered by non-exclusive arrangement with Research Rockstar are still available to members and non-members.​

Insights Professional Certification | IPC

    AT A GLANCE

    Specialty

    Principal

    Master

    Fellow

    Credential

    IPC Analyst IPC Practitioner IPC Qualitative IPC Quantitative IPC Specialist

    IPC Principal

    IPC Master

    IPC Fellow

    Minimum years of industry experience

    0

    3

    10

    20

    Credentialed/ demonstrated expertise or skill

    3 of the 13 MRCBOK topics

    All 13 MRCBOK topics

    All 13 MRCBOK topics plus advanced exam

    Lifetime achievement

    Application/ Renewal fees

    $95 to apply/Permanent (Individual members) $45 to apply /NA (Company members)

    $295 to apply/$95 to renew (Individual members) $95 to apply/$45 to renew (Company members)

    $495 to apply/$95 to renew (Individual members) $195 to apply/$45 to renew (Company members)

    Honorary

    Application process

    Completed education or passed exams (coming in 2020)

    Completed UGA Principles of Market Research, related graduate degree or passed IPC exam (coming in 2020)

    Passed advanced IPC exam (coming in 2020)

    By IA Board invitation

    Renewal availability

    Lifetime for IA members in good standing

    Honor system: 30 hours of CE over 3 years; IA member in good standing

    Honor system:

    30 hours of CE over 3 years; IA member in good standing

    Lifetime for IA member in good standing

    MRCBOK™ Learning Objectives

    MRCBOK defines the core body of knowledge necessary for individuals to be fully certified or certified in a specialty.

    IPC Analytics

    Introduction to Data Analysis

     

    Advanced Analytic Techniques

     

    Working with Secondary Data: Syndicated and Big Data

    IPC Practitioner

    Introduction to Market Research and the Research Process

     

    Market Research Design and Data Identification

     

    Ethical and Legal Issues in Market Research

    IPC Qualitative

    Designing Qualitative Projects

     

    Managing Qualitative Projects

     

    Analyzing and Reporting Qualitative Research

    IPC Quantitative

    Sampling in Market Research

     

    Quantitative Data Collection Methods

     

    Measurement and Questionnaire Design

    A la carte

    Global Market Research

     

    Emerging Methods and the Future of Market Research

    IPC Specialist

    Any 3 of the 13 MRCBOK topics

    IPC Principal & Master

    All 13 of the MRCBOK topics

    For more details about MRCBOK, please visit MRII here and here.

     

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