RusIndex National Survey

RusIndex is a unique in Russia wide scale survey of goods and services consumption and media audience.

Client context

For the moment RusIndex is the main source of information on the Russian market for major Russian and international companies and a quality standard for advertisers and advertising agencies.


Frequency: Four waves per year

Geography: Russia’s cities with 100,000 + population

Universe: 60.2 million people aged 10-75

Sample: 13,600 households per year (24,900 respondents per year)

Stratified by 12 regions/ 9 federal districts (Moscow and Saint-Petersburg are evaluated separately) and three urban population levels (0.1-0.5mln, 0.5-1mln, and 1mln+).
Random, representative sample: in every city the sample is distributed proportionally to the population of administrative districts. Every wave includes new respondents.

Data collection method: Face-to-face interviews about household consumption and family parameters with the head of the household (the member of the family responsible for housekeeping and purchase of the goods for the whole family).
Self-completion questionnaires by all household members aged 10-75 about individual consumption, perception of the Mass Media, information and life style.


Information about consumers:

  • Socio- demographics
  • Lifestyle
  • Media preferences (over 60 media channels)
  • Psychographic scaling
  • Main psychographic characteristics
  • Lifestyle segmentations
  • Consumption patterns and preferences
  • Leisure time

Markets covered

Food products:

  • Soft drinks
  • Alcoholic drinks
  • Tea and coffee
  • Dairy products
  • Frozen foods
  • Confectionery
  • Fast-cooking foods
  • Snacks
  • Meat, meat and fish products
  • Vegetables and fruits
  • Tobacco

Manufactured goods:

  • Clothing and footwear
  • Computers and communications
  • Household goods/ home care
  • Cosmetics and perfumery
  • Audio, video, household appliances
  • Sports equipment
  • Construction materials
  • Furniture
  • Medicines and medical services
  • Cars and car accessories


  • Banking services, insurance
  • Super- / hypermarkets, malls, retail chains
  • Cinemas
  • Restaurants, cafés, bars
  • Fitness centers and gyms

Case studies

At a major Russian bank was tasked Russians segmentation on financial behavior to determine the target segment to which you want to send their communications activity. With RusIndex we were able to identify six segments on financial behavior, including Bank has selected for itself the target segment 2 for further communication and involvement, as well as developed compatible with our ideas for advertising the brand concept.

Federal retail network came to us with the task of cross-profiling for loyalty programs. With RusIndex we were able to determine what more products and services are used by their customers, and the company was able to choose the right partners for their loyalty program.