IAB to Study Screen-Hopping through Fisheyes

In the UK, the Internet Advertising Bureau (IAB) has embarked on a qual/quant research project to find out how consumers move from one device to another as they navigate along the path-to-purchase. Consumer agency Firefish will be using its Fisheye approach to support the initiative.

The project aims to understand why and how people choose to use different devices, and IAB plans to translate the resulting consumer insights into practical guidance for media owners who want to monetise their content across devices, and for advertisers who want to roll out ad campaigns in a way that matches consumers' device-switching.

Firefish, which was selected for the project by a research steering group, will be gathering data using its FishEye 'lifelogging' approach. Participants in this wear a camera around their necks which automatically takes around 3,000 180° photos per day, and builds up a visual diary of the world as they see and experience it.

Tim Elkington, Director of Research & Strategy at the IAB, comments: 'It's really important to our members that we fully understand how, why, when and where people are using different digital devices to access content and to make purchases. Working with Firefish will enable us to truly observe what's happening, rather than having to rely on reported data.'

Web sites: www.iabuk.net and www.firefish.ltd.uk .