Advertisers use market research extensively to understand what the public think and what they do. In 2006, the IPA – through its association with Ipsos Media CT and RSMB – launched TouchPoints: an innovative, multi-media communications planning tool.
TouchPoints provides two distinct databases. The first, the Hub Survey, gives an unprecedented view of ‘a week in the life’ of consumer behaviour. Respondents record their activities for every waking half-hour over a seven-day period, giving a unique view of peoples’ daily lives and the ways in which their media usage fits into these patterns.
The second database, the TouchPoints Channel Planner, is the only industry available, multimedia channel planner. It has been created by integrating industry media currencies into the Hub Survey.
It is now possible to access each of the three TouchPoints Surveys in DataPresenter. It is also possible to obtain trend data across the three surveys.
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