Our OOH Travel Survey is a core component of our people-centred measurement approach, ensuring that audience metrics accurately reflect real-world geo-demographics, as well as reach and frequency.

To collect this data, Ipsos has developed an innovative electronic data collection app called Mobi Quest. The app captures accurate location and movement data in outdoor environments and is also capable of recording visits to indoor spaces such as shopping centres and airports.

The survey will be conducted with a nationally representative sample of 3,000 participants, using a combination of mobile and landline interviews. These will be sourced through a mix of purchased sample and random digit dialling (RDD) techniques. The sample will be split proportionally based on population across Northern Ireland and the Republic of Ireland – 750 and 2,250 interviews respectively.