UK Agency Body Launches Web-Based Consumer Analytics Tool

11 August 2008

LONDON: The Institute of Practitioners in Advertising;(representing UK advertising, media, digital and marcoms agencies) on Friday launched a new web-based consumer analytics tool, the IPA DataPresenter.

It is simple and easy to use, the IPA claims, requiring no training to create a series of charts based on daily patterns of behaviours and time-spent analysis.

The system uses data from the IPA's diary-based Touchpoints survey, which describe a week in the life of a representative sample of the UK's adult population during late 2007/early 2008. 

It examines the media they consume, how they communicate and what their views are on various issues (including environment, money, stress, food shopping, travel, technology, attitudes to advertising and brands, and more).

The DataPresenter enables users to chart when consumers are using the internet across the average weekday, or when they are shopping across the average weekend.

Likewise Touchpoints subscribers can use the tool to examine  how much time is spent during an average weekday on a given activity; similarly by location or by media.

Examples cited are "do men spend more time relaxing than women?". Or "Do women spend more time talking than men?"

Users can also chart the profile of those who spend the most time engaged in an activity or at a location or in terms of who they are with. It can be used, for example, to demonstrate the profile by age of those who spend the most time using a mobile phone.

Says IPA research director Lynne Robinson: "IPA DataPresenter is a quick and easy way for anyone interested in the TouchPoints diary to look at top-line data. The great thing about this tool is that it needs no training, is easy to use and being web based, it can be used any time, any place, anywhere."

TouchPoints1 data is available to anyone who registers on the site, while TouchPoints2 data is available only to subscribers. IPA DataPresenter can be accessed via the IPA TouchPoints website or by clicking here.

Data sourced from IPA Online (UK); additional content by WARC staff