The Media Research Users Council (MRUC), the body that promotes the Indian Readership Survey (IRS) has identified new areas of research to be undertaken by the IRS 2002. The new research that will be undertaken by the MRUC this year will be the IRS Platinum Report, a top-of-the-line research for the elite.
The ambit of the IRS Platinum will include a special study for a better understanding of the media and consumer behaviour of the elite segment. A sample of 5,200 households in the six metros of Mumbai, Delhi, Calcutta, Bangalore, Ahmedabad and Pune will be accessed under this study. Data that will emerge from this survey will cover lifestyles of the affluent, with media and consumer habits of such individuals/households.
However, the MRUC is due to make a formal presentation of the Platinum Report on September 7 in Mumbai. The IRS Platinum Report will be provided to all the IRS subscribers at no additional cost.
The other new areas of research that MRUC is venturing into include Outdoor research, Internet measurement, shopping, technological search (including telecom and the IT industry), kid research (how to conduct research among children) and shopping.
The IRS got a new face beginning this month when it entered into a partnership with the research agency NFO-MBL. After MRUC and ORG-MARG parted ways on the IRS, MRUC appointed NFO-MBL India as the new field agency for IRS 2002.
The MRUC was formed in 1994 as a non-profit body of advertisers, media and advertising agencies to provide reliable, timely, accurate and affordable media research to its members. The IRS is the most widely used research with over 30 advertising agencies and nearly 50 media organisations using the data.
The IRS research reports are used by companies like Hindustan Lever, Procter & Gamble, Colgate, Nestle, Dabur and others. Its new research partner, NFO-MBL is the third largest research agency in India and is a part of the worldwide NFO research organisation and is an Interpublic Group company.