The virtual consultancy has been set up to help businesses, organisations and agencies bridge the gap between the promise and delivery of communications measurement and better understand the value of their communications.

It operates independently of commercial measurement providers - combining a team of experts in evaluation and communications research, data integration, media analysis and insight, communications and strategy and analytics, data mining and technology - os it can identify the most appropriate approach, methodology and suppliers, using existing data where available.

The Measurement Practice (TMP) has been set up to help in-house and agency communications teams make sure they are using the right research data to inform their decision making, and help meet their key business objectives such as increased sales, a stronger brand, lead generation, a more resilient reputation, an improved regulatory environment, stronger relations with internal and external stakeholders or any other business or communications objective.

The service is aimed at senior communications and marketing directors who need to use data better to get more insight, to guide planning to improve business performance. It will help agency teams win pitches that require clear evaluation measures built in from the outset.

Each member of TMP is a leader in their own individual field. The combined range of skills gives clients access to unparalleled independent expertise in measuring and informing communication programmes.

Mike Daniels, principal of The Measurement Practice, said, “Communicating with, and influencing audiences and stakeholders has changed enormously in recent years. Yet all too often we see measurement programmes using 20th century methodologies to assess 21st century communications. It’s time evaluation caught up with modern business.

“Our unique, all-round combination of skills means we can provide clients with a measurement re-boot that will ensure they benefit from practical, actionable insight from their research programmes.”

Barry Leggetter, CEO of AMEC, an international association for measurement and evaluation of communications, welcomed the service. He said, “AMEC is always pleased to see new companies and new propositions entering the communications measurement sector. TMP has an interesting proposition I am sure will find a market appeal.”