MUMBAI: The Pankaj Krishna-led Chrome Data Analytics & Media today announced the completion of their proprietary Rural Establishment Survey (RES), an unprecedented study covering consumer behaviour and habits in over 200,000 Indian villages, representing over 300 million Indians.
The survey, which was done over a period of 15 months, involved the entire Chrome Data infrastructure of over 650 field executive, 450 telecalling staff and the 150 strong analytics team, together speaking over 22 languages to map the length and breadth of the country. According to Chrome Data, one in a 100 households covering the sample area were reached.
Respondents were made to fill out a detailed questionnaire which included consumer habits, family income and lifestyle patterns among other things.
All the products in the naional consumer classification survey (NCCS), cable penetration, electricity, power cut data, political preferences, subscriber attached to each platform by village, are some of the data points which have been captured by the rural establishment report.
The survey holds direct actionables for brands and agencies to help target growth regions
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. The company believes RES will add immense value to business strategies for broadcasters, agencies and advertisers.
Speaking on the product, Chrome Data CEO Pankaj Krishna: “It has been a humbling experience to be a part of a study of such a massive scale, and I’m proud of the team for the amount of efforts they’ve put in over the past 15 months. Even we weren’t prepared for some of the findings – for broadcasters for example, there are pockets of rural areas that have seen Freedish penetration spiral up to almost a hundred percent.”
Chrome RES, he added, will be key for any business planning to capitalize on data driven strategies to exploit the 74% rural population.
Pricing for the rural establishment report varies between Rs 35 lakh to Rs 1.8 crore depending on the number genres and channels that are subscribing to to it.
