MRUC (Media Research Users Council) has invited research partners to pitch for the contract to conduct the IRS (Indian Readership Survey).
This follows the deal with Nielsen which concludes with the release of the last and quarter of IRS 2019 data - Q42019.
The RFP (Request for Proposal) issued by MRUC outlines the essential prerequisites for the agency in executing the IRS fieldwork.
Pratap Pawar, chairman, MRUC and chairman, Sakal Media, said, “We are looking forward to receiving and studying each and every proposal from various research agencies. They will be evaluated basis their understanding on IRS, on meeting our research requirements stated in the RFP and of course what more they can offer beyond our stated requirements.”
Shashi Sinha, vice chairman, MRUC and CEO, IPG Media Brands, said, “Security enhancements and measures taken to ensure accuracy in data will be some of the key objectives in selecting the new research partner. We will be working closely with industry stakeholders in the selection process and ensure the industry gets the best partner to conduct the world’s largest study - IRS”.
Vikram Sakhuja, chairman, IRS Technical Committee and group CEO Media and OOH, Madison said, “Over the years we have brought in a lot of automation, technology and controls to ensure that we get valid and reliable data for IRS – India’s most widely used Media establishment study. In this RFP we are looking for an Agency who can give us confidence in their mastery in Fieldwork, and who can impress us on enhancing the controls while minimising the cost. I wish all participants the very best.”