GroupM is the first Canadian agency group to sign on in support of a new research tool developed by Ispos Reid MediaCT that reflects how consumers interact with media throughout the day.
Called TouchPoints, the study is based around a multimedia survey that collects information on when, where and how media is consumed, along with who the subject is with, how they are feeling and what they are doing.
It is currently managed in the United Kingdom by the Institute of Practitioners in Advertising (IPA).
The TouchPoints HUB survey uses a seven-day electronic diary that requires respondents to record their activities and media consumption in 30-minute increments, a self-completed online questionnaire containing questions about lifestyle and general media habits, and passive capture of respondents’ smartphone activity.
Joanne Van der Burgt, executive vice-president with Ipsos Reid MediaCT, said TouchPoints will provide the Canadian media industry with the information to understand consumers’ everyday life and how media fits into their daily and weekly routine.
It is also designed to provide insight into the contribution of the various media channels within an ad campaign, as well as the synergy between different media brands and channels. “The desire to launch this product in Canada has been truly exceptional,” said Van der Burgt, in a release.
Michelle Pauchuk, president of the GroupM agency MEC, said TouchPoint has the potential to offer unprecedented insight into Canadians’ media consumption habits.
“We always strive to stay ahead in this industry with new and innovative tools, and this product offers exactly that – an understanding of media audiences at a depth that we haven’t seen before,” she said.
