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A refreshing consumer survey trumped by interactive jokers.

Publication: Marketing Week
Publication Date: 21-DEC-06 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
Touchpoints' consumer-centric approach to media research makes a useful change, but data sampling is losing relevance in the digital era

Tucked in to the end of the year comes the IPA's announcement that it is going ahead with "Touchpoints Two" in 2007. That's no great surprise. Everyone knew the first version was a success. But it does confirm and accelerate an important trend.

Touchpoints is the first serious attempt at consumer-centric rather than media-centric measurement of consumers' media consumption. All the measures which we currently know and love - BARB, NRS, RAJAR etc. - are 100% media centric/ they only measure audiences. They don't tell us anything about which mixes of different media different consumer groups pay attention to.

In a multimedia world of multimedia marketing campaigns, this is breathtakingly absurd. Touchpoints begins to dent this absurdity by taking a holistic view on different consumer groups' consumption of different mixes and weights of different media.

The data has many uses. The simplest and most valuable contribution is to provide marketers with much greater insight into how different consumer groups allocate media consumption time. How much time do 16to 24-year-olds devote to the internet, TV and press as compared to ABC1 35to 45-year-old women, or the...

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