IPA To Undertake Second TouchPoints

The IPA is set to undertake a second TouchPoints Initiative in 2007, following the launch this October of its first integrated planning database that promises to enhance media planning across the industry.

It is envisaged that this second initiative will be in the same format as the first (see IPA TouchPoints Goes Live), focusing on a bespoke, consumer-centric Hub survey followed by an integration process. Research companies are now being invited to tender for the execution of the Hub Survey, with a second tender to be issued for the integration process at a later date.

TouchPoints’ primary objective is to give communication strategists a consumer-centric planning tool, which analyses how people are using the increasingly wide range of media available to them and how this usage fits into their lifestyles. It has been designed as a stand-alone survey, to be integrated with other media research currencies and surveys such as BARB and the NRS. It also provides a commercial benchmark for all media, including SMS, direct marketing and the internet.

“The positive response to the first TouchPoints Initiative has been tremendous both in the UK and around the world,” said Lynne Robinson, research director of the IPA. “The second TouchPoints Initiative will seek to build on the first, embracing the new communication opportunities which have recently arisen.”

IPA: 020 7235 7020 www.ipa.co.uk