MRUC signs MoU with Roy Morgan Research

By afaqs! news bureau , afaqs!, New Delhi | In Media | December 21, 2010
The partnership will result in the launch of the first Single Source survey for India.

MRUC (Media Research Users Council) has tied up with Australia's independent market research company, Roy Morgan Research (RMR). The tie-up will result in the launch of India's first national Single Source survey.

The survey will provide advertisers, advertising agencies and media companies with an authoritative source of market and media measurement across media metrics, media research and consumer market information for a range of industries regularly.

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 may be revisited after five years.

In an official communiqué, Joseph Eapen, CEO, MRUC, says, "The insights Single Source 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."

The idea behind launching Single Source 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," asserts Eapen.

Michele Levine, CEO, Roy Morgan Research, says, "RMR will work 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."

Founded in 1941, RMR has about 70 years of experience in the field 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.

MRUC is a not-for-profit association that represents media owners, advertisers and advertising and media agencies.

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