Roy Morgan and MRUC to launch Indian single-source survey

The new survey will track consumers’ lifestyles and attitudes, media consumption habits, purchase intentions, brand and product usage, retail visits, service provider preferences, financial information and recreation and leisure activities.

MRUC said that the survey is the first of its kind in India and would provide advertisers, ad agencies and media companies with a constant “authoritative source” of information.

Roy Morgan’s CEO Michele Levine (pictured) said: “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.”

MRUC chief executive Joseph Eapen added: “The insights it provides will revolutionise the way we reach out to consumers.”

The Indian Readership Study (IRS), which is carried out for MRUC by Hansa Research Group, will continue to run as a separate survey.