Eff Test

CPD Value: 35 Hours

MIPA Accreditation: 3 stars

IPA Eff Test Brochure

In a nutshell 

The IPA Eff Test is a challenging qualification that provides the skills and tools necessary to design a measurement programme and develop a more forensic and rigorous approach to campaign evaluation, as well as the skills needed to write an effectiveness paper.

This course will help you develop a greater understanding and a more forensic, critical thinking approach, to evaluation. By the end of the course, delegates will be able to design upfront, a measurement programme to evaluate fully their communications strategy; have the ability to evaluate rigorously the impact of that campaign (at multiple levels) - without falling into some classic traps of misinterpretation; and be equipped to write up an effectiveness paper.

This is for you if...

You're involved in the evaluation and development of effective creative work, across all disciplines - be it agency or client side. Its ‘sweet spot’ is mid-level Planners, Account Directors and Brand Managers, with at least two to three years’ experience, from all disciplines and agency types.


The qualification covers a broad range of subjects including definitions of effectiveness, evaluation and accountability; why businesses should invest in evaluation and how it has developed over time; who has a stake in evaluation; and current debates around the topic. The content is spread over 35 hours of online learning. Full Eff Test syllabus.


Since its inception, the IPA Eff Test has been taken in 25 countries across the world. If you are based outside of the UK, please vist our Global Qualifications page or email: heather@ipa.co.uk.

Eff Test Workshop

Are you interested in completing this qualification but are unsure if it is for you? Paul Arnold, the Eff Test examiner, editor and expert, will be leading a taster session where he will demystify the content of this challenging qualification and teach you how to gain its 3 MIPA stars. Further Information.

Please note that due to a server upgrade, the Pathway learning system may be unavailable from 12pm this Saturday, 9th January. We expect the service to resume by 1pm. Thank you.
Location: Online Learning
Qualification Date(s): Available Now

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Eff Test Exams

To achieve this qualification you must pass a final exam. Below are the exam dates currently open for bookings.

28th March 2019

27th June 2019

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