TNS to work with IPA on Touchpoints Survey

The fieldwork for IPA multi-media research survey, TouchPoints, will now be carried out by TNS.

The project was firstly awarded to NOP, whose proposed placement methodology involved a further survey being carried out on the back of the existing FRS. But after this failed to produce the anticipated response, the IPA went back to the initial shortlist, which also included BMRB.

The TNS proposal uses PDA technology for capturing data as a completely independent survey ­ a method based on the Daily Life research carried out previously by TNS with the BBC (see MRG Conference: Daily Life Study Gets Digital). This will produce a 4-7 day PDA diary, based on data collected each half hour from 5,000 respondents recruited by phone using TNS’ access panel. 50% of these will be London-based.

If TouchPoints proves successful, the IPA’s research director Lynne Robinson says the aim will be to “increase the sample, frequency and number of communication channels covered.”

Robinson expects the main survey to go into the field in January 2004, with the first public data possible by the summer of 2005.

“It won’t be perfect, but TouchPoints will be a significant step forward, and the second will build on learning form the first,” she predicted.

Founding partners include News International, AOL, Chrysalis, Wannadoo, JC Decaux, EMAP, SMG, ITV, the Guardian and the BBC (see IPA Unveils Single Source Media Planning Tool).

IPA: 020 7235 7020 www.ipa.co.ukRecent Stories from NewsLine Times Confirms Tabloid Only Publication From Monday ABC National Newspaper Round-Up – September 2004 Times Under Fire As Compact Edition Goes National

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