Delivering the dream
The IPA TouchPoints Initiative
Lynne Robinson & Denise Turner
Abstract
The IPA TouchPoints Initiative has been one of the most talked about research initiatives of recent years both in its native UK and on a worldwide basis.
It seeks to deliver a (i) a consumer centric view of how and when media is used, and how this fits into peoples’ daily lives and (ii) the first industry available multi-media channel planner.
Following on from the presentation given at the 2006 Wm3 Conference, the paper will detail how its various sponsors are subsequently using the data. This will involve a presentation from Denise Turner of MPG showing the various ways MPG has used TouchPoints plus a demonstration of the analysis software.
Lynne Robinson
Institute of Practitioners in Advertising, UK
Lynne is the Research Director of the Institute of Practitioners in Advertising. She represents agency interests at both Board and technical levels on all the UK industry, media research contracts.
Lynne is also responsible for the development and running of the IPA TouchPoints Initiative.
Denise Turner
Mpg, UK
Denise has worked in communications research for 16 years, all on the agency side. Her time has been split between full-service agencies, BBH and Leo Burnett, and media groups, Zenith and Media Planning Group.
She has been at MPG for 7 years and works to develop projects and decision support systems that give MPG a competitive edge. Her primary focus is to understand how the 21st century consumer receives and responds to communications through both traditional and newer forms of media, as well as determining those channels that deliver the best return.
Denise is also heavily involved in industry groups which seek to develop and better use the communications research tools at their disposal.
She sits on the IPA television research advisory group and worked on the development of the IPA?s groundbreaking multi-media study Touchpoints.
She also sits on the Media Research Group Committee, which works to debate and educate about the current issues in research.
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