When Chrome Data Analytics & Media said that it was completing its proprietary Rural Establishment Survey (RES) covering consumer behaviour and habits in over two lakh Indian villages a few months ago, there was considerable interest generated in the report. As a teaser we were told that every second person in the hinterland uses a mobile phone, that over half the houses don’t have electricity, that under 40 per cent have sewerage connections and only 15 per cent use LPG or PNG as cooking fuel. The survey, according to the firm, took 15 months and involved 650 field executives, 450 tele-calling staff, and the 150-strong analytics team speaking over 22 languages. Respondents were made to fill out a detailed questionnaire, which included inputs on consumer habits, family income, lifestyle patterns and other information. “Broadcasters, for example, can know the exact subscriber base of cable networks in the villages covered. Along with this, it also gives the number of active subscribers of each cable network. RES will add immense value to business strategies for broadcasters, agencies, and advertisers,” the company claims. The report is awaited and it remains to be seen what it contains. Some great pointers for those looking to tap rural markets?

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