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Roy Morgan Research set to launch in India

The company had signed MoU with MRUC in December which was scrapped after a couple of months.

BestMediaInfo Bureau | Delhi | April 21, 2011

As the sophistication and success of India's best marketers grows, so does the demand for the highest standard of market research to facilitate informed decision-making, improve marketing cost-effectiveness.

After announcing the immediate launch in India of their world-renowned Single Source survey, Roy Morgan Research will be signing up ‘Foundation Subscribers’ to their study from early May.

The company had signed MoU with MRUC in December which was scrapped after a couple of months.

As the world's largest study of its kind, the annual sample size will be around 260,000 respondents from all across the country. The survey will encompass the attitudes and values, habits and beliefs, political and social opinions of Indians from all socio-economic strata. But it is the brand preference and consumer behaviour insights spanning 15 major industries, more than 150 product and service categories, over 1500 brands that will be invaluable knowledge from a commercial perspective.

The large sample will enable marketers to drill down into specific product categories and target groups while facilitating comparisons across metropolitan, other urban regions and rural India.

For decades, Roy Morgan Single Source has been the market research gold standard in Australia. Successfully adapted for Asia, it has been embraced in Indonesia for 5 years now by leading banks, telcos, automotive, FMCG marketers and their advertising agencies.

Summing up the Roy Morgan Single Source product, one subscriber recently said, "it's easily the most valuable strategic planning tool available to marketers today, for discovering hidden opportunities, identifying the most lucrative targets, fine-tuning the most cost-effective advertising campaigns and predicting tomorrow’s potential".

Roy Morgan India will conduct the first quarter’s fieldwork during July-September and deliver the first database to clients in November. Interviews will continue in the field uninterrupted, with national updates available to subscribers every 90 days, delivered in Roy Morgan's proprietary 'Asteroid' software.

Michele Levine, CEO of Roy Morgan Research says, “Roy Morgan Research has been in business since 1941 making us one of the oldest research companies in the world . We have a history of innovation and investment in our own new products and new ways of thinking. We are now keen to launch our Single Source survey in India without any further delay. Roy Morgan appreciates the valuable insights gained from discussions with advertisers, agencies and the media in India over the last few years.  Those discussions have helped us understand the market’s idiosyncrasies and unique needs. We will be contracting directly with each client company, as we do in all the other countries in which we operate.  As you might expect, the strongest expressions of interest so far are from larger firms and early movers.”


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Comments (1)
  • Soman- 10 years ago

    all the very best !!!! Danger bells for MRUC... good going morgan.... u shd invite some old companies..who tried what u r planning.... will help you grow in india... like grafitti...