TORONTO – Ipsos Reid MediaCT is offering agencies and media companies a new method to capture and measure how Canadians consume all media throughout their day and week.
TouchPoints is a unique, consumer-centric multimedia survey that captures insights into how people use media. Currently managed in the UK by the Institute of Practitioners in Advertising (IPA), it addresses questions as to when, where, and how media is consumed, along with who the person is with, how they are feeling and what they are doing – while consuming that media.
The TouchPoints HUB survey consists of a seven-day electronic diary (ediary) that requires respondents to record activities and media consumption in half hour time periods, an online self-completion questionnaire about lifestyle and general media habits, and a passive capture (phase 2) of respondents’ smartphone activities.
Ipsos Reid MediaCT said that the survey is the first step to truly delivering a multimedia solution to develop more realistic media strategies and provide insight into consumers cross platform media consumption. The next step to this initiative will involve bringing together industry measurement studies.
“In a world of shifting media consumption, we need to constantly evolve our measurement techniques,” said Ipsos MediaCT EVP Joanne Van der Burgt, in the news release. “TouchPoints will provide the Canadian media industry with data to understand the everyday life of a consumer, and how media fits into their day or week. It will provide insight into the contribution each media has within a campaign, as well as the synergy between the different media brands and channels.”
Group M is the first agency group to sign on in support of the initiative, and Van der Burgt added the new multimedia research tool is expected to launch in the next few weeks.
