Mesh opens ‘experience database’ to media planners

UK— In the three years since its launch, communications research agency Mesh Planning has catalogued over 100,000 interactions between consumers and brand touchpoints. Now the firm has compiled all that information into a planning database.

Through the TROI Experience Database, Mesh founder Fiona Blades says planners will be able to divvy up clients’ media budgets based on what communications channels resonate best with their target audience.

Data has been collated over the years through Touchpoints Return on Investment, Mesh’s research approach that asks study participants to record each encounter they have with an ad campaign – whether it be on TV, radio, online outdoor or in print – with a mark given on a five-point scale for how the encounter made them feel.

Of the 100,000 encounters stored in the TROI Experience Database around 65,000 occurred in the UK, with the remainder coming from Asia, Europe and the US.

Category-wise, Blades said data is particularly robust for the FMCG and technology sectors. Analysis of FMCG data, for example, shows in-store and TV as the most effective channels for building consumer engagement with a brand, followed by actual product usage. Planners can also apply demographic segmentation to the data.

“We have been using the database to provide benchmarks for our clients to measure their activity against,” said Blades, name-checking Omnicom Media Group as a client. “However, it has now become large enough to mine for stand-alone analysis to unveil new insight on how people are connecting with brands.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

UK

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts