After successfully introducing its research model Single Source Sample in Indonesia last year, Roy Morgan Research, Australia’s leading research house, is currently looking at opportunities to introduce it in India.
“We want to do a pilot survey in the later part of the year. It would be a continuous process from next year,” said Debnath Guharoy, Regional Director, Asia, Roy Morgan Research.
As the name suggests, the Single Source Sample would give an opportunity to know the consumers in a single survey. “It is the only way to profile a consumer holistically, without assumptions and guesswork,” said Guharoy.
The research model will be a tool to get a clear picture of the consumers from all the aspects. It invites respondents to have opinion about everything from politics, to sports to business to entertainment, etc., said Guharoy.
Covering over 30 industries and over 150 product categories, the model from the Roy Morgan stable is connected to core data such as demographics, income and expenditure, attitudes and opinions, sports and leisure, lifestyle and media.
The research model proposes to have eight to ten thousand respondents per month once it starts functioning in India. Produced nationally and updated quarterly, it will help in getting access to statistically valid responses to all aspects of consumer behaviour which will help in measuring the dynamics between products and categories, consumption and demand, habits and preferences.