Roy Morgan Research claims rival readership metric EMMA’s launch strategy may be ‘predatory pricing’

Roy Morgan Research has lashed out at the publisher-funded readership metric EMMA, saying it is concerned rival research company IPSOS, which runs the new survey, is using ‘predatory pricing’ in order to to drive them from the market.

CEO of Morgan Michelle Levine said the company was worried that its rival was offering its services at below cost in an attempt to make it unprofitable for Morgan to continue offering its product.

“It looks to me like ‘predatory pricing’,” claimed Michelle Levine, CEO of Roy Morgan Research, “The consequences of ‘predatory pricing’ are very serious.”

“Predatory pricing is illegal if the purpose of the supplier is to eliminate a competitor or deter competitive conduct.”