MUMBAI: Media Research Users Council (MRUC) has joined hands with Australia‘s oldest independent market research company, Roy Morgan Research (RMR), to launch the country‘s first national ‘Single Source‘ survey.

The survey 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.

Said MRUC CEO Joseph Eapen, "The insights it (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."

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.

The survey 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.

Averred Roy Morgan CEO Research Michele Levine, "Roy Morgan Research is delighted to be working with the MRUC 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."

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, among others.