Arena Media develops new TimeScape tool for IPA UK media consumption research

Havas-owned Arena Media has been commissioned by the UK’s agency trade association the IPA to create TimeScape, a new visualisation tool for the fourth wave of its TouchPoints research – a comprehensive insight in to how Britain is consuming media.

The tool has been developed with Arena Media’s Strategic Hub, led by the agency’s head of intelligence, Martin Greenbank, supported by data analyst Marquin Smith. This team has already successfully developed a number of data visualisation tools for the agency and its clients.

TimeScape takes a slice of the research data and places it within an interactive, graphical environment. This allows users to explore the way in which different audiences interact with media, digital technologies, location, activity and even how they feel at 30-minute intervals across a typical day.

Lynne Robinson, Research Director of the IPA, says: “The IPA is delighted to have worked with Arena Media in the development of TimeScape which showcases TouchPoints4. The range and depth of data available to us is growing at an exponential rate and tools such as this help us derive real insight and understanding in an engaging and easy to use way.”

TimeScape is separated in two graphical sections reflecting how the questionnaire was undertaken. Firstly, a view across the day using the research’s time diary data then selected results from the self-completion questionnaire, which every respondent completed as part of the study.

The new tool will be available to current IPA subscribers via its website.

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