Roy Morgan Enhances 'Single Source' Media Study

Australian market and opinion researcher Roy Morgan has added a suite of research products to its Single Source survey, which it claims will change the way media, ad agencies and marketers view and analyse media performance and potential.

The launch follows The Readership Works' announcement that its newspaper and magazine readership survey emma will be launched in Australia in November, as a direct competitor to Roy Morgan's existing metric.

Last year, the company introduced a compendium of online and technology adoption trends in Australia, to put into context the effect of the digital age on media, commerce, banking, communication and consumer behaviour. Recognising changes in the digital marketplace and building on the firm's Single Source database, the new tools will provide multi-mode data collection, detailed monthly data and access to historical trends. The company has also introduced a big data product called Helix Personas, to enable clients to combine and better exploit their various data assets.

CEO Michele Levine (pictured) comments: 'These important announcements come after several years of research and, more recently, collaboration with a select group of clients. We expect agencies and marketers to better understand campaign performance and consumer behaviour and be better able to make more informed strategic decisions based on the most recent data. These innovations multiply the value of our data for clients.'

Web site: www.roymorgan.com .