In his column in last week's Marketing, our media columnist Ray Snoddy made some digs at the volume and quality of, usually self-serving, research that emanates from trade bodies.
Some may have thought it unkind but it is understandable why these bodies churn out this stuff - it's their job to try and attract increased spend and, viewed with a healthy degree of scepticism, there are very occasionally the odd nugget of useful information in them. And, even if they contain nothing of interest, they are not the basis for any form of trading so are harmless enough.
But what are we meant to make of the IPA's Touchpoints survey, of which the latest tranche of research emerged today? 'Insights' such as younger people are driving the adoption of digital media and that the BBC dominated our media consumption are hardly revelatory and contribute little to our understanding of the shifting sands of consumer behaviour.
This, cobbled together with snippets of information about various apparently random and general lifestyle information such as travelling -‘overall, we are travelling less by bicycle' - and family - ‘57% of adults think looking after a family is the most satisfying job that a person could do' means that personally I can't find much in it of use.
Jeremy Lee
Member since: 03 Jun 2008
Last login: 10 Oct 2008
Total Posts: 507
