Ipsos Launches MediaMoments Content Monitor

Ipsos MediaCT has launched a real-time content monitor called MediaMoments, allowing clients to understand how, when and where their content is consumed, and how experience of consumption differs according to platform.

The smartphone app allows respondents to tell Ipsos every time they experience a specific type of content, enabling them to respond to questions 'in the moment', rather than rely on recall measures. The firm says this also helps organisations understand 'snacking' behaviour, which can be overlooked using more traditional recall survey methods.

Sarah Gale (pictured), Head of Insight, comments: 'If you think about all the times you've, for example, looked at a news story in the past week, whether in a newspaper, via a social media network, on a mobile, or on TV, most of us would struggle to remember them all a few days or even a week after the event. MediaMoments allows us to collect this snacking behaviour in the moment, often providing a more accurate understanding of how we are consuming media nowadays.'

Web site: www.ipsos.com .