The IPA TouchPoints initiative – Its effects on the market place and its future plans

Lynne Robinson
IPA, United Kingdom

INTRODUCTION

The IPA TouchPoints Initiative was the world's first, industry, consumer- centric, multi-media database. Since its launch in 2006, it has been emulated around the world.

The IPA published the second TouchPoints Initiative during 2008. The survey was comprehensively updated to reflect the changes in the communications landscape particularly those in the digital and search areas. A third IPA TouchPoints Initiative is planned for 2009.

This paper covers:

  • The changes in the contents of the survey, IPA TouchPoints2 vs. TouchPointsi, and the key trends to emerge from the data;

  • The new requirements for IPA TouchPoints3;