The MRUC (Media Research Users Council) has partnered with Australian market research firm Roy Morgan Research to launch a single source survey in India.

MRUC is a not-for-profit association representing media owners, advertisers, ad and media agencies. It has produced the Indian Readership Survey (IRS) for around 15 years.

CEO Joseph Eapen said that while Hansa Research Group (HRG) will continue to conduct the IRS, MRUC-RMR will roll out the Single Source study across the same geography.

Described by the partners as a ‘first of its kind in India’, the new service will provide clients with a source covering media metrics, media research and consumer market information across a range of industries on a continuous basis.

The Single Source Study, which will also offer information about current and future customers, interviews individuals about their lifestyle and attitudes, media consumption habits, brand and product usage and purchase intentions, along with other information including financial, recreation and leisure activities.

Roy Morgan CEO Michelle Levine says that the survey will provide the ‘authoritative source’ of market and cross-media research for India.

‘The Indian market with its large diverse population 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,’ she adds.

Separately, Roy Morgan and South East Asian online audience specialist Effective Measure International partnered earlier this year to develop a 'totally new' Internet measurement methodology and system, which combines the former’s Single Source data with the latter's patented methodology addressing cookie deletion and audience over-estimation.

Web sites: www.mruc.net and www.roymorgan.com .

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