IPA uses Focaldata AI for deeper insights into consumer media habits

Each year, the IPA publishes the TouchPoints report, offering fresh insights into how people use media across channels and moments in their daily lives. They wanted to explore how qualitative AI could deepen these insights, adding context and revealing the motivations behind consumer choices, which quantitative data alone might not fully explain.

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Focaldata AI’s end-to-end platform enabled the IPA to build a high-quality research brief and define a discussion guide in under 15 minutes. And within just 48 hours, they conducted AI-moderated, segment-specific interviews at scale, gathering qualitative insights that deepened their understanding of how different TouchPoints segments choose what to watch on TV.

‍In 48 hours they were able to:

• Understand how people curate their viewing preferences
• Identify the main influences shaping their decisions
• Explore how they choose what to watch and where
• Evaluate opportunities to influence their choices

With AskAI, the IPA could interrogate their data and unlock deeper insights

Each 30-minute interview was analysed by AskAI, surfacing key themes, quotes, and insights. The team could also access panellist responses for

additional context.
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Focaldata provided a multifaceted view of their target audience

By analysing responses at scale, IPA’s team uncovered fresh insights on media engagement, gaining a clearer view of target audiences to better tailor their services.