Ipsos MORI

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Ipsos MORI

Ipsos MORI is a leading market research company based in the United Kingdom, known for its public opinion polling and social research. It is part of the global Ipsos Group, which is headquartered in Paris, France. Ipsos MORI conducts research across various sectors, including media, politics, health, and consumer behavior.

History[edit | edit source]

Ipsos MORI was formed in October 2005 when Ipsos acquired MORI (Market & Opinion Research International), a well-established British research company founded in 1969 by Robert Worcester. The merger combined Ipsos's global reach with MORI's strong presence in the UK market.

Services[edit | edit source]

Ipsos MORI offers a wide range of services, including:

  • Public Opinion Polling: Conducting surveys to gauge public opinion on political, social, and economic issues.
  • Market Research: Providing insights into consumer behavior, brand performance, and market trends.
  • Social Research: Investigating social issues such as health, education, and public policy.
  • Media Measurement: Analyzing media consumption patterns and advertising effectiveness.

Methodology[edit | edit source]

Ipsos MORI employs various research methodologies, including:

  • Quantitative Research: Using structured surveys and statistical analysis to gather numerical data.
  • Qualitative Research: Conducting focus groups and in-depth interviews to explore attitudes and motivations.
  • Mixed-Methods Research: Combining quantitative and qualitative approaches for comprehensive insights.

Notable Projects[edit | edit source]

Ipsos MORI is known for its work on high-profile projects, such as:

  • The British Election Study: A long-term study of voting behavior in the UK.
  • The Global Advisor Survey: A monthly survey of public opinion in over 25 countries.
  • The Perils of Perception: A study highlighting the gap between public perception and reality on various issues.

Criticism and Controversies[edit | edit source]

Like many research organizations, Ipsos MORI has faced criticism over the accuracy of its polls and the interpretation of data. Critics argue that sampling methods and question wording can influence results. Ipsos MORI addresses these concerns by adhering to strict methodological standards and transparency in reporting.

Also see[edit | edit source]

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