Measurement can't be an afterthought — with IPA's Denise Turner

Denise Turner has worked in media research for more than three decades for a number of agencies and trade bodies. This summer, she succeeded Belinda Beeftink as research director at the IPA.

Turner sits down with Jack Benjamin to discuss her new remit and how she views the state of media effectiveness as media owners move towards providing outcomes-based measurement for clients.

She is also serving as head judge of the 2026 Adwanted Media Research Awards, which are now open for entries.

The awards champion the best researchers in the industry and Turner shares what will be front of mind for her when she judges entries later this year.

Deadline for submissions is 1 October, with the late deadline on 10 October.

Highlights:

2:02: Turner's top priorities as IPA research director

7:25: Measuring brand consumption in a fragmented ecosystem

13:24: The challenges of outcomes-based measurement

20:01: Core research topics for the IPA going forward

24:47: Adwanted Media Research Awards: what does Turner look for?

Related articles:

Adwanted Media Research Awards 2026: Open for entries

Data and measurement are starving brand investment

Now is the moment for broadcasters to take control of cross-screen TV measurement

How Lantern will bring outcome measurement to TV — with Sameer Modha and Matt Hill

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