Chrome Data Analytics & Media announces launch of Rural Establishment Report

The firm surveyed the behaviour and habits of consumers in over two lakh Indian villages.

Chrome Data Analytics & Media, a media audit and intelligence company, has announced the completion of its proprietary Rural Establishment Survey (RES), a study covering consumer behaviour and habits in over 2,00,000 Indian villages.

The survey, which was done over a period of 15 months, involved the entire Chrome DM infrastructure of over 650 field executives, 450 tele-calling staff, and the 150-strong analytics team together speaking over 22 languages to map the length and breadth of the country.

Chrome Data Analytics & Media announces launch of Rural Establishment Report

Respondents were made to fill out a detailed questionnaire which included consumer habits, family income, and lifestyle patterns among other things.

The survey holds direct actionables for brands and agencies to help target growth regions.

"Broadcasters, for example, can know the exact subscriber base of cable networks in the villages covered. Along with this, it also gives the number of active subscribers of each cable network. RES will add immense value to business strategies for broadcasters, agencies, and advertisers," claims the announcement.

Speaking on the product, Pankaj Krishna, CEO, Chrome DM, says, "It has been a humbling experience to be a part of a study of such massive scale, and I'm proud of the team for the amount of effort it has put in over the past 15 months. Even we weren't prepared for some of the findings. In case of broadcasters for example, there are pockets of rural areas that have seen Freedish penetration spiral up to almost a 100 per cent."

He further adds, "Chrome RES will be the key for any business planning to capitalise on data-driven strategies to exploit the 74 per cent rural population."

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Chrome Data Analytics Rural Establishment Report