Ipsos MORI

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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.

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 New Labour 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 charimanship 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 Executive Chairman and Brian Gosschalk Chief Executive. Worcester is chairman of the advisory board of Ipsos Public Affairs worldwide.

Ipsos MORI's research is conducted via a wide range of methodologies, especially telephone, face-to-face and internet surveys. Around half the company's sampling will involve random probability methods, either face to face or by telephone. Telephone surveys use a method called random digit dialling. This system basically uses randomly generated, but area-specific, telephone numbers. This is the preferred method because it is quick as the interviewer does not need to manually dial the phone and also creates a less biased result as the company do not know who they are calling within each geographic area.

MORI Telephone Surveys

MTS (MORI Telephone Surveys) is Ipsos MORI's system of call centres created to conduct telephone surveys and was established in September 1988 by Rosemary Murrey with Ipsos MORI's backing.

MTS hold IQCS (Interviewer Quality Control Scheme) and MRSQA (Market Research Quality Standards Association) accreditation and are a highly respected a bona-fide market research organisation. MTS conducts all the telephone fieldwork for Ipsos MORI, and, in addition, conducts surveys for major organisations and other market research agencies.

Their call centres are based all over the UK. Their largest call centre is in Edinburgh, Scotland but much research is still conducted in London, England and Dublin, Ireland. Since the Ipsos takeover their operations have expanded as now research is conducted in other parts of the world such as Canada.

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