IRS

The most widely used syndicated research of the country

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PART I - Introducing IRS

Scope

Methodology

Improvements in methodology

• ISDs (IRS Sampling Districts)

• Sub Metro Reporting

• HPI

• I-LAP

PART II - Analyser Software

PART I - Introducing IRS

Scope

IRS… a study since 1997

Indian Readership Survey… Providing invaluable data to the media

& marketing fraternity since 1997

Trusted by the industry leaders & professionals

Captures Media data on Press Readership

TV, Cinema & Internet

Radio Listenership

Offering product data on 70+ FMCG products usage and consumption habits

30+ Durable products ownership details

Financial Services, Urban & Rural Lifestyle Indicators

Unparalleled Track Record

Report Round Fieldwork Period Reported inIRS'98 Round 1 & 2 Jul’97 – Jun'98 Feb'98 & Aug'98IRS'99 Round 3 & 4 Jul’98 – Jun'99 Feb'99 & Aug'99IRS'00 Round 5 & 6 Jul’99 – Jun'00 Feb'00 & Aug'00IRS'01 Round 7 & 8 July’00 – Jun'01 Feb'01 & Aug'01IRS'02 Round 9 & 10 Nov’01 – Nov’02 Apr'02 & Mar'03

IRS'03-04 Round 11 & 12 July’03 – Jun'04 Feb'04 & Sept'04IRS 2005* Round 13 & 14 July’04 – Jun'05 Feb'05 & Aug'05

IRS - A truly continuous survey14 reports in 8 years

* Scheduled

IRS field-work and reporting…

98

45 45

90

99

50 50

100

2000

55 55

110

2001

55 55

110

2002

53 53

106

2003-04

55 55

110

2005

60 60

120

1 2 3 4 5 6 8 107 9 1211 13 14

ORG - MARG NFO-MBL Hansa Research

Trends around the world

Continuous Fieldwork

90%

Non-continuous Fieldwork

10%

Based on a a sample of 67 countries

For those with continuous fieldwork

Annually10%

Twice a year40%

Thrice a year9%

Quarterly27%

Monthly4%

Sporadic10%

Summary of Current Readership Research 2003" published by "Worldwide Readership Research Symposium"

USA, Germany, France etc

Canada, Japan, Belgium etc

Australia, Hongkong etc

UK, Russia, China etc

Spain, Sweden, Korea etc

Kuwait, Lebanon etc

Scope of IRS 2005

Coverage

No. of respondents Towns / Villages Urban 165, 000 1,318 Rural 77, 000 3,084

Total 242,000 4,402 Boosters(SEC A) 10,006 35 (1mn+ towns)

Coverage

Respondent’s Age-12+ yrs

Design - Round the year

Fieldwork period

Round 13 July’04 – Dec’04

Round 14 Jan’05 – Jun’05

22 states covered 71 cities reported in R13 76 in Round 14

All India IRS coverage in gray

Reporting for number of cities

2328

3540

62

7176

0

10

20

30

40

50

60

70

80

1999 2000 2001 2002 2003-04 2005 R1 2005 R2

Minimum Sample: 800

Methodology

HouseholdHousehold IndividualIndividual

Durable(Cars, TV, AC)

FMCG(Detergents, Soaps, Tea)

Durable(Cars, TV, AC)

FMCG(Detergents, Soaps, Tea)

Media(Press, TV, Radio)

FMCG(Eclairs, Soft Drinks)

Durable(Mobile phone, Wrist watch)

Media(Press, TV, Radio)

FMCG(Eclairs, Soft Drinks)

Durable(Mobile phone, Wrist watch)

IRS Questionnaire – The structure

IRS Questionnaire – The flow

Household Household details

Durable ownership

FMCG Usage

Lifestyle

Individual Media

Personal care

Financial

Telecom

The Resulting Essence of Continuity

Fieldwork spread over 10 months covered equally every month

ensures that any single or multiple events spread over one month

does not affect media planning.

For instance in the current check events such as Cricket World Cup,

Kargil situation, Elections, Tsunami.

IRS methodology captures effects of the above events yet the

continuous Moving Average Total does not misrepresent their

effects for purpose of planning.

How does being continuous help?

Quality control

Internal Back-checks The research agency HRG conducts regular back-checks

to the tune of 30% of all questionnaires. Auditors

IRS has kept 4 zonal auditors who do surprise checks on the field-work throughout the year

External Back-checks MRUC conducts back-checks thru industry professionals

like media planners, brand managers etc. Validations

The IRS data is thoroughly validated by MRUC members which come from a wide spectrum of clients like advertisers, agencies etc

Leadership Initiatives IRS 2003-04

1) Improvement in Sampling – ISDs

2) Sub-metro reporting

3) Estimating up-market audiences

4) Media augmented

Sampling

Quality of Representation

Geographic spread – how can we improve this?

SCR being a large geographic entity, assumption of homogeneity may

not always hold

For instance, SCRs bordering state boundaries may impact Mother

Tongue and Languages data.

• Hence the Estimates

SCR 1 SCR 2 SCR 3

Dharmapuri Salem Dindigul

Tiruvannamalai Namakkal Tiruchirappalli

Vellore Erode Ariyalur

Kancheepuram Karur

Thiruvallur Perambalur

Cuddalore The Nilgiris Pudukkottai

Viluppuram Coimbatore Ramanathapuram

Pondicherry SCR 4 Sivaganga

Mahe Madurai Thanjavur

Yanam Theni Nagapattinam

Karaikal Virudhunagar ThiruvarurThiruvallur, Chennai & Kancheepuram Tirunelveli

Toothukudi

Kanniyakumari

Methodological Improvements

Need felt to move away from the SCRs and look at smaller units

Concept of ISDs IRS Sampling Districts, a cluster of districts within an SCR

Sampling by ISDs, much micro than SCRs

What would it mean Wider coverage

Better representation

Edition wise reporting

ISD 1 ISD 5 ISD 9

Dharmapuri Salem Ramanathapuram

Namakkal ISD 10

ISD 2 Erode Thanjavur

Tiruvannamalai Nagappattinam

Vellore Thiruvarur

Kancheepuram ISD 6 ISD 11

Thiruvallur The Nilgiris Madurai

ISD 3 Coimbatore Theni

Cuddalore ISD 7 Virudhunagar

Viluppuram Dindigul ISD 12

Pondicherry ISD 8 Tirunelveli

Mahe Tiruchirappalli Toothukudi

Yanam Ariyalur ISD 13

Karaikal Karur Kanniyakumari

ISD 4 PerambalurThiruvallur, Chennai

& Kancheepuram Pudukkottai

Sub-Metro Reporting

Sub-City reporting

The Concept: City reported by 3 - 4 primary zones in Bombay and Delhi, 2 in

next four major metros.

Zone formation, keeping in mind- geographical continuity- general perception on how people divide the city in

their mindsSample Allocation: Ward-wise sampling ensuring adequate sample allocation to all

the breaks.

Minimum of 800 sample per zone

Delhi Illustration

East: 23%

North: 27%

West: 29%

South-central:20%

14 zones combined to form 4 reporting units

HPI

Why HPI?

SEC often inadequate to understand TG and to uniquely identify premium households

At the middle and lower end the huge rural population is sometimes missed out

MRSI and MRUC working to create a new classification system – the NCCS project

HPI A more direct “classifier” A measure that explains consumption behaviour better A measure that identifies premium homes with more accuracy Enables sharper targeting Additional to SEC, not a replacement Closer to household prosperity

Understanding Premiumness

The IRS provides us the opportunity to look at the consumption of a large number of products and services

If a home is premium (or just well off) this must show in its product consumption/ownership

What is premium Something that is wanted by most but few have or use Which is more premium

• A car or a video camera Does not matter what it costs

• Something that is wanted by most but owned/used by few is premium Hence, we define premiumness as inverse of penetration

• No judgment

• Consistent across all types of products/services etc

What has been considered?

18 durables Entertainment: 3 Transportation: 2 Kitchen durables: 7 Other: 6

22 fmcgs Personal products: 8 Home products: 4 Food products:10

4 services: Telephone, C&S, Internet and banking 6 Demographic measures

Education: 3 No. of working members House: 2

50 variables used

A little on the method

Wherever possible variables graded in hierarchical order

Example: Television Penetration % Premium points

TV - Any 41.0 2.4

TV - New 35.3 2.8

TV - New, Colour 18.6 5.4

TV - New, Colour, Remote 17.9 5.6

TV - New, Colour, Remote, Flat 2.0 48.9

TV– New, Colour, Remote, Flat, 25”+

0.2 490.2

The new economic pyramid, using SEC

SEC Size Mean HPI score

A1 1.0 100.7

A2 1.8 54.9

B1 2.5 28.2

B2 + R1 5.2 17.5

C 6.0 11.9

D + R2 14.3 7.1

E + R3 35.3 4.2

R4 33.8 2.5

Is HPI a better classifier

Mean HPI Score

Percentile

When classified by SEC

When classified by HPI

1 101 157

2.8 71 88

5.3 51 57

Top 20 Cities – from an HPI perspective

Delhi 43 Hyderabad 23

Chandigarh 34 Jaipur 23

Trivandrum 31 Pune 22

Ludhiana 30 Kozhikode 21

Lucknow 29 Ahmedabad 21

Mumbai 28 Faridabad 21

Chennai 25 Indore 21

Amritsar 25 Jabalpur 20

Cochin 25 Bangalore 20

Guwahati 24 Vadodara 20

All India UrbanAverage = 16.5

Mean HPI

Delhi and Mumbai - from an HPI perspective

Delhi Average 43 Mumbai Average 28

South Delhi 54 City 33

West Delhi 48 Western Suburbs 32

North Delhi 39 New Bombay and UA

24

East Delhi 32 Eastern Suburbs 22

Mean HPI

IRS Local Area Potential

The I LAP Concept

IRS currently reports 60+ cities individually

The IRS software already reports Mumbai, Delhi, Kolkata,

Chennai & Hyderabad split into 2-4 parts

Mumbai – City, Western Suburbs, Eastern Suburbs, Outer Suburbs

will now allow us to study profiles at a much smaller level

of geography

By breaking the existing cities into many parts and enabling us to

study them based on various demographic and affluence

parameters.

How does it work?

helps us club geographically contiguous wards to make

“Areas” that are identified by commonly known names

Sample sizes for each area is kept at a minimum of 200

Household & Individual Profile is shared for these areas

Estimated population of each area is also presented to enable sizing

One area can be compared with another area within the same city

or across cities based on various parameters

No. of areas in which the cities can be divided are:

List of cities, their Sample Size and the number of areas into which they can be divided

*Approximate number of areas per city

City SampleNo. of areas* City Sample

No. of areas* City Sample

No. of areas*

Agra 1275 5 Guntur 800 3 Mumbai 12386 50

Ahmedabad 3390 14 Guw ahati 1200 5 Nagpur 1650 7

Allahabad 1200 5 Hyderabad 4197 17 Nainital 1206 5

Amritsar 1209 5 Indore 1350 5 Nashik 1275 5

Anantapur 800 3 Jabalpur 1275 5 Nellore 800 3

Asansol 1200 5 Jaipur 1809 7 Nizamabad 800 3

Aurangabad 915 4 Jalandhar 1200 5 Patna 1350 5

Bangalore 4278 17 Jammu 1200 5 Pune 3000 12

Bhopal 1352 5 Jamshedpur 1275 5 Rajkot 1200 5

Bareilly 1200 5 Jhansi 800 3 Rajahmundry 800 3

Chandigarh 1200 5 Kanpur 2198 9 Ranchi 1200 5

Chennai 4881 20 Karimnagar 800 3 Shimla 1200 5

Coimbatore 1350 5 Kochi 1275 5 Surat 2189 9

Cuddapah 800 3 Kolkata 10026 40 Thiru'puram 1200 5

Dehradun 1200 5 Kozhikode 1200 5 Tirupati 800 3

Delhi 9743 39 Kurnool 800 3 Vadodara 1358 5

Dhanbad 1200 5 Lucknow 1769 7 Varanasi 1281 5

Eluru 800 3 Ludhiana 1352 5 Vijayaw ada 1206 5

Faridabad 1200 5 Madurai 1275 5 Vish'ptnm 1275 5

Ghaziabad 945 4 Meerut 1278 5 Warangal 800 3

Gorakhpur 1200 5 Moradabad 1200 5

Total of 466 areas across 62 cities

Standard Information areas – Household Base

SEC distribution

Value of Durables (Index)

C&S penetration

Ownership of durables

TV

Refrigerator

Two-wheeler

Washing Machine

Automobile

Standard Information Areas – Individual Base

% of Post graduates in the population

Media

Reach of the medium (Press, TV, radio etc)

% of population reading any English, Hindi and State language

publication

% of population watching any English Channel

Lifestyle indicators

Mobile usage

Credit card ownership

Using i-Lap

Areas and prosperity

Rank City Area Coverage Household Premium Index

1 Delhi Malviya Ngr, Vasant Vihar, Hauz Khas, R.K.Puram, Gulmohar park 88.5

6 Delhi Shalimar bagh, Bharat ngr, Ashok Vihar, Adarsh ngr, Karam Pura 73.6

15 H'bad Khairatabad, Begumpet, Rangeezbazar, Zeera, Padmanaba Ngr 48.2

26 Cochin Edathala, Kalamassery, Trippunithura, Vazhakkala, Maradu, Alangad 38.7

27 Ludhiana(New Patel, Shaheed Bhagat Singh, Tagore, Mata, Maharaja) Nagar, Dairy complex, Civil

Dispencary Mkt,(Pow er, Defence, Proffesor, Kachehri)Colony37.3

28 B'lore HMT, Yeshw antapura, Mathikere, Kodandarampura, Malleshw aram 37.2

48 Mumbai Goregaon 29.3

52 Jaipur Shastri Ngr, Vidhyadhar Ngr, Dehar ka Balaji, Jhotw ara Rd, Bani Park 28.7

69 Jaipur 22-Godow n, Bhankrota, Mansarover, Civil Lines, Chitrakoot, Hasanpura, Khatipura,

Panchyaw ala, Sikar Rd, Maharajpura,23.4

82 Ahbd Amraiw adi, Hatkeshw ar, Khokhra, Maninagar, Kankaria 20.9

90 Kol Bellgachhia West, Cossipore, Shyampukur 18.8

91 Chen Perambur 18.6

101 Mumbai Bandra East, Kalina, 16.7

133 Chen (Dr. Radhakrishna, Cheriyan, Jeeva, Vijayaragavalu, Kumarasamy) Nagar, Tondaiyarpet 11.7

154 Surat Poona, Amroli, Godadara, Vadod (Part), Palanpur, Ichchapor, Magob (Part) 6.8

Case 1 – FMCG Client

Is into Shampoo’s

Wants to sell more but by prioritizing areas where the usage is low

ILAP Solution

iLAP lists down all areas across these top 7 cities

Cities No. of Area

Mumbai 30

Delhi 28

Kolkatta 31

Chennai 16

Hyderabad 13

Bangalore 10

Ahmedabad 9

Total 137

ILAP Solution

iLAP lists down all areas across these 7 cities (137 areas)

A few areas randomly for this example

City Area Name

Mumbai Bandra East, Kalina,

Ahbd Maninagar, Amraiw adi, Kankaria

Hybd Mallapally, Begumbazar, Midhani

Delhi Mustafabad, Gokal puri

Kol Garden Reach, Behala (W)

Arranging the areas on the basis of Population

ILAP arranges all the areas on the basis of their population ( in number of individuals)

City Area NameIndividuals

('000s)

Kol Garden Reach, Behala (W) 535

Mumbai Bandra East, Kalina, 461

Ahbd Maninagar, Amraiw adi, Kankaria 398

Delhi Mustafabad, Gokal puri 398

Hybd Mallapally, Begumbazar, Midhani 393

Analyzing % of Non Users of shampoos

ILAP then details down to the level of analyzing the % of non users of shampoo in a particular area.

This helps the marketer prioritize

City Area NameIndividuals

('000s) Non User% of non-

users

Mumbai Bandra East, Kalina, 461 324 70

Ahbd Maninagar, Amraiw adi, Kankaria 398 244 61

Hybd Mallapally, Begumbazar, Midhani 393 215 55

Del Mustafabad, Gokal puri 398 163 41

Kol Garden Reach, Behala (W) 535 198 37

The shampoo market, Delhi

Delhi ToothpasteMarket