In the latest show on BrandRepublic.tv, Marshall said: "It has the ability to become a media currency. Because it unifies all the other media research and I think the modern world is about looking at how you communicate across media and across platforms."
In conversation with Brand Republic's head of digital content Philip Smith, Marshall and the IPA's research director Lynne Robinson insist advertisers and agencies should sit up and take notice of Touchpoints because of its focus on the modern consumer, their media habits and behaviour.
One of the key findings is the behaviour of the 15- to 24-year-old age group, Marshall said. They behave very differently to other groups now and this is an indication of how people will behave in the future.
Marshall said that "traditional" media has nothing to fear from the findings that tackle the rise of social networking for the first time since the project was launched in 2006.
BrandRepublic.tv is a series of monthly video shows which, as part of the PPA award-winning BrandRepublic.com, are produced in association with the IPA and are sponsored by Thinkbox.
An archive of previous shows including interviews with the IPA's President Moray McLennan and Stephen Woodford can be found at BrandRepublic.tv.