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Ipsos Reid debuts new media measurement system
Toronto-based research company Ipsos Reid has introduced a new media measurement system called TouchPoints. The system, already in use in the United Kingdom, is intended to record how Canadians consume all forms of media throughout the day. According to the company, the system also tracks who a participant is with, how they are feeling and what they are doing while consuming media.
The survey makes use of an electronic diary in which participants record activities and media consumption in 30-minute increments. It also includes an online questionnaire about the participant's lifestyle and media habits, as well as "passive capture" of the participant's smartphone usage.
"In a world of shifting media consumption, we need to constantly evolve our measurement techniques," said Joanne Van der Burgt, executive vice-president of Ipsos MediaCT. "TouchPoints will provide the Canadian media industry with data to understand the everyday life of a consumer, and how media fits into their day or week. It will provide insight into the contribution each media has within a campaign, as well as the synergy between the different media brands and channels. The desire to launch this product in Canada has been exceptional. Over the weeks to come, we believe that sufficient support will ensure the launch of this new multimedia research tool."
A number of agencies have signed-on in support of the system, including GroupM, Havas Media, PHD and IPG.