As subscribers, teams within both Starcom USA and MediaVest will be able to use Touchpoints data to help them with new business pitches, campaign planning and budget allocation, media buying and special projects for individual clients.

USA Touchpoints is built around a smartphone app (pictured) that invites consumers to keep a diary about what media they use, where they are, what they are doing and how they are feeling at regular intervals throughout the day.

Starcom’s integrated insights director Chad Maxwell said: “Consumers have more paths to brand relationships and content consumption than ever before. Demographics are important, but psychographics and contextual relevancy are critical as well. USA TouchPoints’ detailed, contextual and comprehensive data will help us to better connect people and brands in meaningful ways.”

The Touchpoints concept was licensed by MBI from the UK’s Institute of Practitioners in Advertising, who first introduced the survey in 2006.

• In other news, MediaVest’s senior vice president of digital research and analytics Yaakov Kimelfeld is leaving to become chief research officer of Kantar Media’s web analytics business Compete.