What is it?
IPA TouchPoints is a unique, consumer-focused, 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.
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 how their media usage fits into these patterns.
The second database, the TouchPoints Channel Planner is the first industry available, multimedia channel planner. It has been created by integrating the industry media currencies onto the Hub Survey.
In addition, users can integrate their own databases or proprietary tools to build a more complete picture of their company, clients and brands. The IPA TouchPoints remit is:
- to provide a single source survey and multi-channel planning system
- to deliver new and fresh insights in their own right
- to act as a gateway across data sources
- to enable the industry to better integrate consumer reality into its planning approaches
- to encourage and support best practice in communication research and strategy
- to provide a new planning standard and practical planning system for "every day" use
Summary:
IPA TouchPoints provides:
- A comprehensive and rich new planning source for the industry which provides new context on consumer behaviour and the interplay across peoples' lifestyles; media exposure and time.
- A new planning standard that considers all media channels at the start of the planning process, and provides insights into how communication channels are used, singly, together and over a period of time.
- A hub to marry disparate media and other sources together, to produce a holistic view and enable mixed media scheduling from the same source.
- A new and critical link in the planning chain and a stepping stone towards relevant; powerful and effective marketing and communications.