For the last nine years, Indian Readership Survey (IRS) has been conducted by Hansa Research, starting with IRS, 2003. Recently, Hansa Research entered into a memorandum of understanding (MOU) with Ipsos, an independent market research company, to jointly participate in the new IRS contract that starts with IRS 2013.
The joint effort will combine Hansa's experience of readership measurement in the Indian context, with Ipsos' global expertise and practices of conducting readership surveys in 60 different markets.
In an official communiqué, Mick Gordon, chief executive officer, India, Ipsos, says, "Ipsos measures readership in more than 60 countries around the world and has made a name for itself in introducing many innovations into this specialist area of market research. For example, we were the first to use CAPI and DS-CAPI in readership measurement. We believe we can add significant value to Hansa's proven expertise and experience on the ground in India."