The initiative, known as MindSet, will cover all traditional media as well as direct marketing, retail and transport advertising sites and is being rolled out on a global basis. It coincides with an attempt by the IPA to develop its own cross-media research tool to assist in the planning of multimedia campaigns.
MindShare plans to give 20,000 respondents a pre-programmed PDA that prompts them every hour for two days to answer questions that cover their advertising consumption at that particular time.
They will be asked what communication channels they have noticed, the location and time they noticed them plus their frame of mind at the time of exposure.
The agency is also planning to tailor the MindSet project for advertisers so it includes questions on specific brands among target groups.
Sheila Byfield, the global director of MindShare's Consumer Insight division, devised the research initiative. She said: "This unique tool gives us a truer picture of people's behaviour. Research shows that factors such as state of mind and time have an impact upon how well people absorb advertising messages and, for the first time, MindSet will give advertisers access to this type of information."
Dominic Proctor, the chief executive of MindShare Worldwide, added: "MindSet is a fantastic breakthrough in the neutral planning debate and will have huge benefits for clients. It is a rich portrait of social behaviour as well as a way of uncovering what consumers are noticing across every kind of paid-for communication vehicle.
"A proprietary planning tool has been developed that combines all of the relevant factors that influence effectiveness and will deliver even more effective media strategies for our clients."