MRUC to unveil new IRS methodology

The Media Research Users Council (MRUC) which conducts the annual Indian Readership Survey (IRS) has announced that a totally new and a revamped methodology of conducting research will be employed for IRS 2013. The findings of the IRS 2013 data will be out in December and and that will be a benefit to media owners, media planners and the corporate world to strategize their next course.

MRUC called the global research agencies to come up with their proposals and out of the seven bidders it has selected Neilson as the research agency to conduct in-depth survey and analysis. Neilson on its part will make the process more state-of-the-art, technology oriented, transparent and simple for those conducting the survey and for those who use the survey outcomes.

Nielsen was selected from other bidders like IPSOS, IMRB, TNS and Roy Morgan of Australia apart from the current Hansa Research Group (HRG). Sources said Nielsen will be paid Rs 11-12 crores every year for doing the survey as compared to HRG which was paid Rs 8.5 crores per annum for carrying out the study. Subscribers are expected to be charged more than the Rs 10 crores in view of the change in methodology.

The sample size for IRS will be enhanced to cover 2.35 lakhs respondents in 95 cities that have over 5 lakhs population and 92 districts. Besides separate reporting zone wise for Delhi, Mumbai and Kolkata will be done. Key changes include introducing computer aided personal interviews (CAPI) for the entire sample size of the IRS, which is the largest continuous readership survey in the world.

This is significant because earlier CAPI was carried out for respondents located in metros only. In the rest of the towns and cities, interviewers used the pen and paper method to gather data. Now respondents across the country will be subjected to the CAPI method  when gathering data."

The second big change is the tracking of interviewers via GPS to eliminate the possibility of fudging. In the past, subscribers of the IRS frequently complained that data in the study was fudged simply because interviewers were just too tired of carrying out back-to-back interviews. Besides the duration of interviews is also expected to come down with the introduction of CAPI.

It is felt that the data will be more accurate and comprehensive from what has been dished out so far. The new IRS will be characterized by simplicity, openness, integration and quality. The in-depth data will help users in analysing readership habits, consumption habits and so on.
Some of the features of the new methodology includes intuitive analytics, proper interviews with respondents, access to local and global experts, use of latest technology & solutions with world class reporting platform, real time tracking, stringent quality controls, unbiased data acquisition and regular rotation of interviewers.

The survey will be in stages and will cover print, TV, Internet, radio and mobile. It will be done at household and individual level. And then there would be an appropriate linkage of all the mediums. 

Reactions to Adgully

Mandir Tendolkar, Vice-President, Communications, Lokmat Media

It is commendable that there are so many new introductions be it in the research design, scoping of the study, analysis and presentation. An increased district level reporting is good news for regional publications that are witnessing readership growth from small towns. A global tool for Analysis and a feeling that we are using something that is being used internationally is a very feel good factor.  And finally an easier interface will make compiling and generation of tables immediate and exciting.

S. Arun Natesh, Head, Marketing, Business Standard,

“The industry has been waiting for a breath of fresh air. While a lot of initiatives to ensure transparency have been shared, we will wait  to see how it is implemented also, the challenge will be with reaching out to a premium audience. That ability will be keenly watched by niche publications and newspapers like business standard that reach a premium audience.”

Niladri, Business Head, Sangbad Pratidin.

We welcome and look forward to more accurate and authentic  figures/ report.

Senior Media Professional

Officially no comments and too early to comment. I have full faith on Paritosh. Unofficially, my view is, does this mean that HRG was doing all wrong practices? If yes what is the guarantee that Neilson will not do. The biggest challenge is  in selecting the sample (respondent) which has a scope of manipulation. Also the sample size itself. Let us keep our fingers crossed

Krishna Kumar, CEO, Media2win

Audience measurement data is an essential business need for the 3 parties concerned viz: Media, Marketers & the Agency. Over the years, despite being a readership survey, IRS has established itself as a currency to evaluate multi media. The new & improved IRS has a lot to offer to the Indian Advertising & Marketing industry. The methodology plus the effective use of technology makes it a unique study which holds promise.

Avinash Kaul, CEO at ET NOW , TIMES NOW and Zoom

It is a good thing and I am happy that this will lead to creating a new ground since it will use a lot of technology, remove lot of ambiguity, wastage of time and there will be better management of data & findings. I would call it a dawn of a new age measure that will set benchmarks through use of new methodology thereby signaling a shift in trend as the medium goes the new age way.

Shantanu Bhanja, Vice President, Marketing, Hindustan Times Media

We are looking forward to the new IRS which will bring in strong use of technology, significant use of data fusion, and of course the global experience of Nielson.