Launch Provides the Most Comprehensive Media Consumption Study to Emerge in Canada
Ipsos Reid MediaCT and RealityMine have been working with agencies and media companies to push forward an unprecedented media consumption study in Canada, and are proud to announce the official launch of the study in January 2015. TouchPoints, a well-known multimedia study that is currently available in the UK and the US, provides insights into how people consume all media throughout their day and week. In just four short months, 20 companies referred to as “innovators,” have subscribed in support of the initiative, which consists of 14 agencies and six media companies (including GroupM, IPG, Carat, and the newest media company, CBC). The speed in which they have signed on is a clear indication of the need for this multimedia study in Canada.
TouchPoints is the only syndicated consumer insights and cross-platform research product for agencies and media companies designed to inform integrated communications strategy, planning and execution.
TouchPoints provides rich, single-sourced behavioural data that addresses questions as to when, where, and how media is consumed, along with who the person is with, how they are feeling and what they are doing – while consuming that media. The survey consists of a seven-day electronic diary (eDiary) that requires respondents to record activities and media consumption in half hour time periods, an online self-completion questionnaire about lifestyle and general media habits. Introduced recently to the launch is the passive capture of respondents’ behaviours as measured through their digital devices.
This is one of the most comprehensive and innovative media consumption studies to emerge in this country.
“This is the time that media companies need to demonstrate to clients and agencies how their brands connect with consumers throughout their day,” said Donald Lizotte, Executive Vice-President, Advertising Sales, Québecor Média, and Vice-President Sales and Marketing, TVA Group. “TouchPoints will give us the ability to demonstrate how our media properties work together, be it television, newspapers, magazines, or out-of-home properties. With this multimedia tool, we will be able to clearly communicate how Quebecor is a one-stop media shop – reaching consumers from the moment they wake up until the very end of their day.”
Announcing their decision to support the initiative, Rob Young, Senior Vice President and Director of Insights and Analytics at PHD, says: “Finally, a look into the degree to which media duplicate each other. With TouchPoints, channel optimization can be based upon real, half hour by half hour Canadian consumer data.”
Ipsos and RealityMine will hold the first Client Advisory Meeting with agencies and media companies in January 2015. The Client Advisory Council will work closely with Ipsos and RealityMine in the development of the study. The pilot is scheduled for February, with the launch of the study fieldwork to start late March, with reporting in Q3 2015.
The TouchPoints survey is the first step to truly delivering a multimedia solution to develop more realistic media strategies and provide insight into consumers cross platform media consumption and opportunities to increase marketing effectiveness. The next step to this initiative will involve fusing together industry measurement studies.
About Ipsos Reid
Ipsos Reid is Canada’s market intelligence leader, the country’s leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, health and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.