IRS

Indian Readership Survey (IRS)

IRS (Indian Readership Survey) is the largest continuous study of the world with a sample size of more than 250,000 households across India. It has been providing invaluable information to the media and marketing fraternity since 1997.

IRS is the 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. On the media front, it also captures information on television and cinema viewing habits, radio listening habits and Internet usage. In addition to this, IRS captures information on various FMCG (Fast Moving Consumer Goods) products, usage and consumption and durable ownership amongst households. Since media and product ownership/ consumption information is captured from the same household, it enables linkages between the media and product data. IRS equips you with information that is truly reflective of the Indian population for making informed decisions.  

IRS covers information on over 100 product categories. IRS information is available in user-friendly software and is the essential tool for category, brand and media understanding.

IRS is conducted by MRUC (Media Research Users Council) and Hansa Research. MRUC is a ‘not for profit’ organization constituted by advertisers, ad agencies and media owners. Hansa Research is the fastest growing market research agency with successful track record of media studies.

To ensure that the research findings give you the whole picture, MRUC’s technical committee reviews the questionnaire from the users’ perspective, conducts back-checks and validates the data so that users get 'unbiased and representative information'. All this is done, from start to finish, in seamless partnership with Hansa Research.