Hansa Research has won the Indian Readership Survey (IRS) contract for the third time in a row. The market research agency, which has been conducting the IRS on behalf of MRUC since 2003, will now continue doing so for the period 2010-12, thus becoming the longest serving agency for IRS.
Part of RK Swamy Hansa Group, Hansa Research, is credited with having brought some innovations to the research, primarily the Household Potential Index (HPI) - a quicker way to profile consumers; iLAP - a tool to understand local area profiles within a city; and better sampling techniques.
IRS is one of the world's largest continuous surveys with an annual sample size exceeding 250,000 household interviews. It is a single source survey for media and product ownership/ usage.
The prime objective of the study is to collect readership information from a cross-section of individuals in great detail so as to present a true and unbiased picture of their readership habits.
MRUC (institutor of the IRS) intends to release the IRS on a quarterly basis from 2010. Currently, it follows a half yearly format.
Sabina Solomon, general secretary, MRUC, remarks, "MRUC has always believed in continuous product improvement. Sensing this need, we have decided to go for quarterly reporting from 2010."