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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