The Hindu Business Line : IRS' new service goes local with city data

MARKET profiles may not get more micro than this. Forget district- or city-wise numbers, the Indian Readership Survey's newest service profiles each locality in over 40 cities.

So, a bank can choose between setting up a branch in Chennai's Perambur or Bandra East in Mumbai, for instance, using I-LAP, short for IRS' Local Area Potential. Or, two rival brands of toothpaste can try to understand where each is stronger in a major market like Delhi.

This has been possible because of the presence of demographic, consumption and lifestyle variables.

"Almost all information obtained from IRS (which brings out a mass of data on markets, consumers and products) can be linked to I-LAP," says Mr Vineet Sodhani, Head of Client Servicing and Marketing (Syndicated Products), Hansa Research, which conducted the survey along with Media Research Users' Council.

What can't be accurately linked are facts such as the number of Ford Ikons in Delhi's Greater Kailash, as the niche nature of the market increases the chances of sample errors, he says.

With such micro data, an upmarket departmental store can restrict its dipstick survey to an identified area rather than do it for an entire city, thereby saving "time, cost and effort."

I-LAP, which provides customised data at prices between Rs 50,000 and Rs 10 lakh, has sliced Delhi into 39 areas, Mumbai into 50, Kolkata 40 and Chennai 20, in an effort that has presented 40 cities as 389 areas.

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