The IPA has commissioned a third TouchPoints survey from Ipsos MediaCT with a number of new additions. While the basic methodology will remain the same, the questionnaire and e-diary will be updated to reflect the media industry of 2009/2010 and will include word-of-mouth for the first time. The fieldwork for the survey will commence in September 2009 with the first data being available to subscribers in July 2010.

Says Lynne Robinson, IPA Research Director: “We are delighted to be able to commission TouchPoints3. The demand for this survey data shows that TouchPoints is fast becoming an essential part of the communications evaluation tool kit. We currently have nearly 60 companies subscribing to TouchPoints2 and expect this will increase with TouchPoints3. The new survey will provide us with some fascinating trend data. We will be able to directly show the changes in consumers’ lives and how they use an ever expanding range of communication channels dating from the 2005 boom into this current recession.”

This news was relayed to the 130 agency, advertiser and media owner attendees at the TouchPoints seminar last week who had gathered to hear a number of presentations on how current subscribers are using TP data alongside bespoke databases for new strategic brand insights.

Said Steve Williams, member of the IPA Media Futures Group and Chief Executive of OMD, “In this new world where consumers choose what they want, when they want and how they want it, if we do not understand the way in which they want to be reached then we’re doomed. TouchPoints give us this. It is the new benchmark in planning tools. The start point for the planning of any campaign. I would say: ignore it at your peril.”

To view the presentations from the 18th June event at RIBA click here www.ipatouchpoints.co.uk.