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 pubic 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 pubic services, looking at pubic attitudes to key pubic 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 Merchandise, 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 Mike Everett, Chief Executive. Ben Page[1], leads its pubic 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, conduct surveys for a wide range of major organisations as well as 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.

Ipsos MORI have call centres all over the UK. Their largest call centre is in Edinburgh, but most 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