Understanding the daily life of a consumer to better plan advertising and communications
The IPA, the professional body for those working in the advertising and marketing communications industry, wanted to create a single source multi-media measurement solution to provide insight into the day in the life of a consumer to allow its members to optimise their communications.
What we did:
We combined a seven-day diary with passive measurement using a smartphone and tablet app to capture the context and perspective of people’s lives and provide insights into their media usage.
The passive dataset was comprehensive and could be analysed by category, subcategory and individual brand on a half-hourly basis, during the diary week. In addition, it provided data on brand reach and share, overall and by day-part.
The dataset included all online activity by device, dual-screening, shopping patterns, mobile and tablet usage etc.
The IPA and its members have used the dataset to inform and influence brand/advertiser communication and planning strategies to increase impact among their target audiences.