•          Better Accuracy
  •          Highly Engaging
  •          More User Friendly
  •          More Comprehensive
  •          More Granular (reporting units)


  •  Advanced Technology Used which minimises Non-Sampling error
  •  For the first time the entire survey will be conducted by Double Screen CAPI.
  •  All show cards/mastheads will be displayed through the device.
  •  New Sampling Methodology for accessing Up-Market Households
  •  Audio Recording for certain section of the Questionnaire during the interview
  •  Use of Census 2011 for universe projection
  •  Improved quality control with real time workforce tracking  Reduced interview time to 30 minutes
  •  No Manual data processing
  •  With all these features, the survey has tremendous scope of reducing non-sampling errors by imposing strong quality control checks    and thus improves data quality.

















  • Removal of manual interviews will reduce the interview duration to 30 to 40 minutes as against over an hour previously. This will result in reduction of respondent fatigue and will provide us better quality response. 
  • Bringing in global best practices like inclusion of data fusion, advanced research methodology equipped with modern technology. 
  • Data fusion possibilities through satellite modules – intrinsic and extrinsic (in future)

32 States and Union Territories are covered in the new IRS - 95 Cities with a population of 5 lacs plus population.

  • District level reporting will be incorporated in stages. 
  • 92 individual districts will be reported initially and 502 districts will be reported as 98 districts clusters. 
  • Therefore from the first report itself, ‘Reporting Units’ will increase from 75 to 180+
  • Yes, the IRS will be reporting newer areas from 2013 onwards. 
  • New IRS will be covering all India excluding two States (Arunachal Pradesh and Andaman, Nicobar Islands and Lakshadweep) and a part State (Kashmir). 
  • This year we would be reporting Jammu and North Eastern States as well, this was not so until last year

New IRS will include - Reporting Units, Reporting Town, Districts, Pop Strata, Zones, States, other Demographics like Age, Occupation, Gender, NCCS, Pop Strata etc. at both individual and household level.

  • Individual Questionnaire-12+yrs; Household Questionnaire: Householder. 
  • The survey will include all individual households, and exclude Institutions.
  • Face to Face interview using Double Screen CAPI, across the Country 
  • All interviews conducted will be through Double Screen CAPI 

 The IRS data is reported at the Household level and at an Individual level.

Household Data:

The household data is collected by interviewing the householder.
Information in the household section is focused on all household details from
the household composition, durables owned, household items purchased and other
key demographic variables.


A Normal Household is defined as a group of persons who normally
live together and take their meals from a common kitchen unless the nature of
their work prevent any of them from doing so. Persons in a household may be
related or unrelated to each other. There may be one member households, two
member households or multi-member households. The link in understanding whether
it is a household or not, is a common kitchen.


The Householder is defined as:

A person who takes the decision on purchase of day to day
household products such as groceries, toothpastes, soaps, detergents etc. with
respect to what to purchase, when to purchase and how much to purchase is a
Householder. This person has to be staying in the household and can be a male
or a female.

  •          The householder need not
    always decide on the brands.

  •          The householder need not
    always physically go to the shop to buy these products; the householder may
    only be suggesting the requirements while someone else implements it.


Individual Data:

Individual data is collected from a systematically randomly
selected person who is 12 years or older and stays in the household. The
Individual Questionnaire is mainly focused on capturing readership of
publications, TV viewing, Radio listening, Mobile usage, Internet usage, Cinema
going habits and personal usage of selected products.  

Sample Size is 2.35 lacs.