Home >> Media-Others >> Article

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

20-December-2010
Font Size   16
MRUC signs MOU with Roy Morgan Research to bring Single Source research to India

Media Research Users Council (MRUC) 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. Claimed to be the 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 here, “Single Source is the ultimate, the insights it provides will revolutionise 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 and media) and lifestyles. India will be a wealthier country now.”

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.

Founded in 1941 by Roy Morgan, Roy Morgan Research is Australia’s oldest and largest independent market research company. In its country of origin, it has been a household name for almost 70 years. Roy Morgan Research has extensive experience and expertise in the fields of media research and market measurement across a range of consumer categories. Roy Morgan Single Source, a syndicated continuous survey capable of 360-degree consumer profiling is now expanding across Asia. It is used by all marketers, agencies and media owners, as a common ‘language’.
 

Tags Media Research Users Council Joseph Eapen

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS

Open Magazine has terminated the services of Karl Mistry, General Manager (West) and issued a show-cause notice to associate publisher Pankaj Jayaswal. Both of them featured in the Cobrapost sting.

The ‘Effortless Style Gets Sportier!’ campaign focusses on the evolution of the existing communication of the product- ‘Effortlessly Stylish’ and fortifies it with the addition of a new flavor – ‘spor...

For the launch of its latest range of Beard Care essentials, Bombay Shaving Company has collaborated with Jam8 studio, a brainchild of esteemed music producer, Pritam Chakraborty.