MRUC (Media Research Users Council) has announced its partnership with Australian independent market research company, Roy Morgan Research (RMR), to launch the country's first national Single Source survey. Claimed to be a first of its kind in the country, the survey aims to enable advertisers, advertising agencies and media companies with a source of market and media measurement across media metrics, media research and consumer market information across a range of industries on a continuous basis.
On the development, Joseph Eapen, CEO, MRUC, said, "The insights it provides will revolutionize the way we reach out to consumers. Targeting based on socio-demographics only will become history, psychographic segmentation will soon be here; overlay that with usage (brand, product & media) and lifestyles."
While Hansa Research Group (HRG) will continue to conduct the Indian Readership Survey (IRS) for MRUC, MRUC-RMR will roll out the Single Source study across the same geography. The RMR tenure as of now is perpetual but, may be revisited after five years.
Michele Levine, CEO, Roy Morgan Research said "Roy Morgan Research is delighted to be working with the Media Research Users Council of India to create the world's largest Single Source Survey that will be the 'authoritative' source of market and cross-media research for India. The Indian market with its large diverse population is an exciting challenge for many companies. It represents huge growth potential for many products and services, and Roy Morgan Research believes that access to solid market and cross-media data will facilitate this growth."
A media note from the research agency explains that the idea is to create an economically viable model for the research as well as to ensure sustainability. It went on to explain that the survey is unique as it directs all the questions to each individual; the questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation as well as leisure activities.