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Basic concepts on handling the software called Indian Readership Data
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IRS
The most widely used syndicated research of the country
How do I plan to spend my time with you?
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