MRUC to bring Single Source research in India, signs MOU with Roy Morgan Research

MRUC (Media Research Users Council) is joining hands with Australia's oldest and largest independent market research company, Roy Morgan Research (RMR), to launch the country's first national Single Source survey. A first of its kind in India, it will enable advertisers, advertising agencies and media companies with an authoritative source of market and media measurement across media metrics, media research and consumer market information across a range of industries on a continuous basis.

The idea is to create an economically viable model for the research as well as to ensure sustainability. The collective might of the Indian marketing fraternity will make this very large and ongoing study a reality, serving as a common language for the benefit of all users. The Single Source Study is thorough and accurate, providing comprehensive, directly applicable information about current and future customers. It is unique in that 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 and leisure activities.

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."

Joseph Eapen, CEO, MRUC added "Single Source is the ultimate.. 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. India will be a wealthier country now" he said, referring to the wealth of information that will be available from the research. 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.

Roy Morgan Single Source users will soon be able to subscribe to Marketing and Advertising Planners (MAPs) of their choice ranging from Finance, Automotive, Telecommunications, Tourism, Utilities, FMCG, QSR, Packaged Foods and Snacks, Beverages, Retail, Media, Direct Marketing and Sponsorship, to name some key industries. Roy Morgan Single Source claims to be thorough and accurate, providing comprehensive, directly applicable information about one's current and future customers. Their products and services also include the proprietary ASTEROID software, The Reactor for audience reaction measurement, SMS opinion polling as well as customised research and marketing consultancy.