Ipsos MORI

Ipsos MORI is the second largest survey research organisation in the UK, formed by two of the UK's leading companies in October 2005. MORI (Market & Opinion Research International), was originally founded in 1969 by Robert Worcester, and was the largest independent research organisation in the United Kingdom. Ipsos is one of the largest survey research organisations in the world, with offices in dozens of countries, founded in the mid 1970s in France by Didier Truchot and Jean Marc Lech.

The organisation has a freely available archive of opinion polls and public attitude research from 1970 onwards, including trends on its UK website (www.ipsos-mori.com/polls)

Ipsos MORI's Social Research Institute works extensively for UK government and public services, looking at public attitudes to key public services which formed a key part of the Labour Party Government's domestic agenda in 1997-2005. Social policy, and issues such as identity, social cohesion, physical capital and the impact of place on attitudes are all key themes of the Institute's work.

The company also specializes in Media, Loyalty and Marketing and Advertising Research.

In June 2005, Robert Worcester stepped down from chairmanship of MORI and became its Life President. MORI was bought by the French research agency Ipsos in October 2005 for £88 million and is now known as 'Ipsos MORI'. Richard Silman is Non-Executive Chairman and Brian Gosschalk, Chief Executive. Worcester is chairman of the advisory board of Ipsos Public Affairs worldwide along with Ben Page[1], who leads its public sector practice.

Ipsos MORI's research is conducted via a wide range of methodologies, especially telephone, face-to-face and internet surveys. Telephone surveys use a method called random digit dialing and are exempt from the data protection act or the Telephone Preference Service database as records of numbers dialed are not retained. This system basically uses randomly generated, but area-specific, telephone numbers. This is the preferred method for telephone samples as ex-directory households are included thus not biasing the sample in any way.

Ipsos MORI Telephone

Ipsos MORI Telephone is Ipsos MORI's internal department which operates the telephone centres around the UK.

Ipsos MORI hold ISO 20252 accreditation and are a market research organisation. Ipsos MORI Telephone conducts all the telephone fieldwork for Ipsos MORI, and, in addition, conducts surveys for major organisations and other market research agencies.

In 2006, Ipsos MORI were the first research agency in the world to gain ISO 20252, the new international quality standard for research.

Their call centres are based all over the UK. Their largest call centre is in Edinburgh, but much research is still conducted in London and Lowestoft.

External links

• Ipsos MORI Website
• Recent Research
• Ipsos Global Website
• Sir Bob quits MORI chairmanship The Guardian June 2005
• French rival snaps up MORI Media Guardian October 2005
• This Much I know - Ben Page "observer magazine" january 2005