Delivering the dream: the IPA TouchPoints Initiative

The IPA TouchPoints Initiative, led by the UK communication agencies through their trade body, the IPA, was specifically designed to address the increasingly consumer centric, multi-media communications future and the subsequent lack of consumer centric industry measurement tools.

Delivering the dream: the IPA TouchPoints Initiative

Lynne RobinsonInstitute of Practitioners in Advertising (IPA), United Kingdom

Denise TurnerInsight and Effectiveness, MPG, United Kingdom

INTRODUCTION

The IPA TouchPoints Initiative has been one of the most talked about media research projects in recent years.

The Initiative has been led by the UK communication agencies through their trade body, the IPA. It has been specifically designed to address the increasingly consumer centric, multi-media communications future and the subsequent lack of consumer centric industry measurement tools.

The first TouchPoints Initiative was launched in two stages, the first in March 2006 and the...

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