IMRB adds new dimensions to MR
IMRB TGI (Target Group Index) data for Wave 1, 2015 would be announced soon. Quite a few interesting and impactful changes have been brought forth in areas covered and methodology this time around. These changes have been brought about keeping in mind the changing media dynamics and consumer definitions.
As digital is growing at a steady pace impacting consumers’ media consumption habits and brands’ marketing
The other change that TGI would offer this time around is the new consumer classification system in sync with what BARC and IRS have done. Deepa Mathew, Group Business Director at IMRB International, details the changes, “The old one was based on the education and occupation of the chief wage owner of the household. The new system does away with the occupation, and it looks at the education and the durable ownership. Also, we had a different classification for urban and rural earlier, but from this year it would be a single classification system.”
It is not for the first time that there has been a change in the way TGI is put together – changes in the methodology have been introduced on a regular basis to keep in relevant in the changing times. Hemant Mehta states, “One big change is the use of technology in the last five years. We still do face to face interviews but the number of interviews we do using hand held devices or computers has increased. Even things as basic as data collection have changed. Market
Hemant Mehta gives an interesting example where the agency used Pinterest to capture data for a fashion trends study. He says, “For fashion, apparel retail, they wanted our help with what kind of styles, colors will work and we suggested Pinterest as an option. We created our own Pinterest board and ran studies there. We, as we expected, got fabulous insights. We did not only get reactions to the apparel range that we were testing but also got inputs which the merchandizing and the design team found extremely helping.”
Wallet monitoring study to understand the expenditure pattern across the urban households and Web audience measurement (WAM) that tracks the online behavior of the consumer are among the extensively used studies conducted by IMRB.
The research agency that conducts both customised and syndicated studies is growing at a CAGR of 15%. A large percentage of growth comes from emerging industries. As the markets