Continuing its long-standing relationship with MRUC (Media Research Users Council), Hansa Research won the Indian Readership Survey (IRS) contract for the third time in a row for the period 2010-12. Hansa Research has been conducting the IRS on behalf of MRUC since 2003, thus becoming the longest serving agency on IRS.
IRS is one of the world’s largest continuous surveys with an annual sample size exceeding 250,000 household interviews. It is a single source survey for media and product ownership/ usage. The prime objective of the study is to collect readership information from a cross-section of individuals in great detail so as to present a true and unbiased picture of their readership habits.
In addition to the print media, the IRS captures information on television and cinema viewing habits, radio listening habits and Internet usage. It also captures information on various FMCG products – usage, consumption and durable ownership amongst households. Since media and product ownership/ consumption information is captured from the same household, it enables the link between the media and product data.
Hansa Research is widely credited to have brought a lot of innovations to the research, primarily the Household Potential Index (HPI), a smarter way to profile consumers; iLAP, a tool to understand local area profiles within a city; and overall better sampling techniques.
Ashok Das, Managing Director, Hansa Research, said, “We are happy to be awarded with the IRS contract for the next three years. It allows us the opportunity to innovate and in turn raise the benefits for those utilising the research.”
MRUC intends to release the IRS on a quarterly basis beginning 2010 from the present half-yearly format. IRS has over 125 subscribers, which include the biggest advertisers, media houses and advertising agencies.
Welcoming this move, Basant Rathore, VP - Strategy, Brand and Business Development, Dainik Jagran, said, “I congratulate Hansa on winning the IRS contract. I have worked with them for more than three years and I think they are most capable to handle such a large project.”
Arvind Kapila, Marketing Director, Rajasthan Patrika, said, “It is good news that Hansa will continue doing the IRS. This brings continuity and innovation to the measurement and research approach.”