IPA Launches Long Awaited TouchPoints Survey
The Institute of Practitioners in Advertising (IPA) launched its long awaited TouchPoints research this morning, unveiling the £1 million study and providing the first data from its eight month survey period.
The two-phase research, conducted by Taylor Nelson Sofres (TNS), questioned over 5,000 respondents on their daily habits, mood and media consumption, using a weighty 48-page self-completion questionnaire, followed by a PDA diary, completed at half hour intervals for a week.
The TouchPoints survey asked respondents about their mood, activities, opinions and media consumption, designed to demonstrate how media fits in to consumers’ lifestyles.
Speaking at the launch, Paul Edwards, chief strategic officer of Publicis, said the new study would move media research towards a “holistic understanding of people,” and would encourage marketers to “think about people as receivers, not [the media] as transmitters.”
Jim Marshall, chairman of the IPA Media Futures Group and chairman of Starcom UK Group, explained the need for TouchPoints’ all encompassing approach, stating: “We occupy a multimedia world and we don’t have a multimedia survey. It’s not mould breaking stuff, but it is data we haven’t had before. TouchPoints is designed to reflect the behaviour of a new generation.”
The TouchPoints survey can operate as both a stand-alone survey, and be integrated with other media research currencies such as BARB and NRS from May. The data also provides the first commercial benchmark for all media, including SMS, direct marketing and the internet for the first time.
Going forward, the IPA hopes to create a “TouchPoints 2”, although Lynne Robinson, IPA research director, explained that a follow up study would come at a cost. “It probably won’t be a million next time,” she explained “but this kind of research is expensive.”
Click below to download PDF files of this morning’s presentation (Powerpoint versions available soon):
The TouchPoints insight into changing consumer lives and behaviour Adam Swann, Chairman, WFA Media Committee
The response of the communications business to TouchPoints Paul Edwards, Chief Strategic Officer, Publicis
Highlights from the transforming media landscape Jim Marshall, Chairman, IPA Media Futures Group and Chairman, Starcom UK Group
IPA: 020 7235 7020 www.ipa.co.uk