IPA's TouchPoints Touches Down in U.S.

Geoffrey Precourt

Mediamark Research & Intelligence (MRI) seems to have provided the missing piece in a program that will offer American researchers the opportunity to tap into a new audience-metric service designed on the U.K.'s Institute of Practitioners in Advertising's (IPA) TouchPoints© initiative.

The Media Behavior Institute (MBI) and MRI have entered into what both parties call "a strategic partnership… with the goal of jointly launching a syndicated, consumer-centric, multimedia database that could transform the way media is planned, bought and sold."

MRI and MBI began working together on a U.S. TouchPoints test in 2009 with a program in Detroit and Indianapolis. 50 adults in these two markets – all of them respondents to MRI's "Survey of the American Consumer" – completed an iPhone-based electronic diary, reporting their daily activities, media usage, and mood by entering this information for a 10-day period at half-hour intervals.