IPA TouchPoints supercharges consumer insight tool with AI-powered qualitative analysis

Leveraging OpenAI’s GPT-4.0 technology, the updated platform allows users to explore the emotions, sentiments and nuanced views of over 9,500 verbatim responses collected from 4,940 TouchPoints research participants.

This enhancement marks a significant step forward in helping the media and advertising industry understand how people really feel about the issues that matter - from trust in information sources to the role of artificial intelligence in daily life.

As part of the TouchPoints 2025 dataset, participants were asked two open-ended questions designed to get to the core of societal attitudes:

• Are you generally more sceptical of all content you read online, or do you prioritise and hold greater value in trusted information sources you can rely on?
• There is a lot of talk in the media about how Artificial Intelligence (AI) will impact our lives; is this something you look forward to or fear?

Says Simon Frazier, Head of TouchPoints Marketing & Data Innovation, IPA: "With the new AI functionality embedded into DayLite by TouchPoints, users can now explore how different audiences feel about these themes in far greater depth, tapping into the thoughts and emotions of consumers, offering insight that’s both meaningful and actionable."