Welcome to IPA TouchPoints
We have added new questions on Word of Mouth, these have been developed in conjunction with leading WOM company Keller Fay.
The questions are:
“Which of these product categories do you follow closely for new products, new style, new brands and/or companies etc?”
“And for which of these product categories do you frequently give advice, suggestions and ideas to other people, such as your friends and family?”
“Please tell me about how many people there are in your life who you communicate with fairly often?” (From 0 to 10+ people)
“And about how many clubs, social or professional organisations, or community groups do you personally belong to?” (From 0-10+ groups/organisations)
The questions can be analysed in two ways, the first is as they appear on the questionnaire or, if you require a more precise measure, Keller Fay will provide a special analysis of the data to identify word of mouth influencers both at an aggregate and category level.
The data can help you:
• To better understand the importance of influencers.
• To show an understanding of their relationship with media.
• To demonstrate the importance of the role of advertising as a generator of word of mouth.
IPA TouchPoints is a unique, consumer-centric, multi-media database which has been produced in response to the needs of the communications industry, specifically to provide insights into how people use all media. A top-line view of this is provided by DataPresenter.
The first TouchPoints survey was launched in 2006, the second in 2008 and will be followed by the third in July 2010.