Media Research Essentials Certificate

Master the essentials of media research and gain the skills you need to succeed in a career in media.

The Media Research Essentials Certificate is designed to provide the core media research knowledge and skills that anyone working within the media industry should have to thrive in their career.

The trading of advertising space relies on one crucial premise – that there is a common ‘trading currency’ between all parties i.e., each party needs to know the number of people who have watched a TV programme, have visited a website, or read a newspaper, so that they can concentrate on agreeing the amount to be paid for that advertising space.

The key question is; where does the ‘trading currency’ come from? It comes from conducting industry-approved media research surveys that measure consumers’ media habits and make their findings available to all parties (advertisers, media owners, advertising agencies) for evaluation purposes.

Who is the qualification for?

This qualification is designed for junior members of media and communications agencies or career switchers who wish to better their understanding of media research.

What are the benefits?

Completing the Media Research Essentials Certificate will allow you to gain a range of skills, such as:

  • how ratings and impressions are calculated and applied to media planning
  • what is the right sample size when creating a media audience for it to be statistically valid
  • how to interrogate media survey data using Boolean logic to uncover insights
  • how to search for information online and useful desk research tricks
  • how strategic planners use media research insights to create media campaigns

View the full Media Research Essentials Certificate syllabus.

Media Research Essentials Certificate online learning devised by LIME (Learning in Media with Experts).

How is the qualification delivered and assessed?

  • Twenty hours of online learning accessible through the IPA website on any device, or via the IPA Learning app).
  • Learning devised by LIME (Learning in Media with Experts), in partnership with the UK Institute of Practitioners in Advertising.  
  • Every learning asset has been written and approved by today’s media experts, working for the leading media companies such as: Starcom, Zenith Media, MediaCom, Media Brands, Kantar, IPSOS, Nielsen, GWI, MRI-Simmons or for one of the many industry media bodies.
  • Culminates in an online 60-minute multiple-choice exam.
  • A digital certificate of completion and two MIPA star is awarded to all delegates who successfully pass the exam.

How do you book onto and access the qualification?

Please select your intake from the ‘Intakes’ drop down on this page and proceed to checkout. Once booked, you can access and start your online learning via the IPA website. To access, please head to your personal IPA portal via the profile icon and click on ‘Learning’. Or, visit your personal Learning page.

Please note that your access to the online learning will expire on your intake end date, or when you achieve the Certificate, whichever is sooner. Please view the Media Research Essentials Certificate Qualification Policies for further details.

The 2022/2023 intake ends on 31 December 2023. Booking deadline 30 November 2023.


  • Members: £250+VAT
  • Non-Members: £500+VAT

If you are purchasing the Certificate as a business based outside of the UK and believe you should not be charged VAT on the sale, please get in touch with If your business is based in the EU, we will ask you to confirm your VAT number before making your booking. This VAT number will be recorded as part of your sale transaction. If your business is based outside the EU, we will ask for further evidence of your business location.


The Media Research Essentials Certificate Qualification Policies and the Professional Development Terms and Conditions are applicable to all 2023 bookings. Please see the Media Research Essentials Certificate Qualification Policies for all 2024 bookings. 

We operate a 14-day cancellation policy. Please view the Policies for further details.

For more information please email

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