Lynne Robinson added some new angles to the developing story of the UK IPA’s innovative TouchPoints project, in its first exposure in the US. This research is designed to provide planners with the hub for genuine cross-media, cross-platform campaign development.

The TouchPoints database provides a comprehensive overview of consumers’ media exposure, together with demographic, psychographic and behavioural data that enable targeting of a variety of consumer segments. Through data fusion, the hub data can be married to established industry audience measurement currencies – and the research has been so planned that the necessary ‘hooks’ are in place to link to new surveys, covering new media or other communication disciplines, and to proprietary surveys

Following the first issue of data, the project has already gained new sponsors, and a second study is planned for 2007, with considerable international interest.

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