The ipa touchpoints initiative in practise

The IPA TouchPoints Initiative is one of the most talked about media research projects in recent years.
The TouchPoints Initiative is being led by the UK communication agencies through their trade body, the IPA. It has been
specifically designed to address the increasingly consumer centric, multi-media communications future against a background of
single media based industry measurement tools.
The first TouchPoints Initiative was launched in two stages, the first in March 2006 and the second in October 2006. March
2006 saw the launch of the IPA TouchPoints Hub Survey. The Hub Survey is an innovative research study which was carried
out by TNS. 5000 adults aged 15+ living in Great Britain each completed a 48-page questionnaire which covered their media
usage, attitudes to media, lifestyles, attitudes and shopping habits (Fig. 1).

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