Ipsos MORI

Ipsos MORI
Ipsos MORI
Headquarters London, United Kingdom[1]
Services Market Research
Employees 9000[2]
Parent Ipsos
Website http://www.ipsos-mori.com

Ipsos MORI is the second largest[3] market research organisation in the United Kingdom, formed by a merger of Ipsos UK and MORI, two of the Britain's leading survey companies in October 2005. Ipsos MORI conduct surveys for a wide range of major organisations as well as other market research agencies.

Ipsos MORI's Social Research Institute works extensively for Government of the United Kingdom, looking at public attitudes to key public services, and so informing social policy. 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 specialises in mass media, brand loyalty, marketing and advertising research. The organisation maintains a freely available archive of opinion polls and public attitude research from 1970 onwards on its UK website.

Ipsos MORI have offices all over the UK. Their call centres are in Edinburgh and London[4] as well as one in Johannesburg, South Africa.[citation needed]



Ipsos is one of the largest survey research organisations in the world, with offices in more than 80 countries, founded in the mid 1970s in France by Didier Truchot and Jean Marc Lech.

In 1946, Mark Abrams formed a market Research company called RSL, which operated until 1991 when it was acquired by Ipsos, becoming Ipsos UK. MORI (Market & Opinion Research International) was founded in 1969 by Robert Worcester, and throughout its existence was the largest independent research organisation in the United Kingdom. MORI was bought by Ipsos in 2005 for £88 million, the combined company being now known as 'Ipsos MORI'.[5] The same year, Robert Worcester stepped down from chairmanship of MORI.[6] Ben Page is now Chief Executive.[7]

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 is a current member of the Market Research Society and are obliged to conduct surveys according to their rules. For example, Ipsos holds the data they collect in the strictest confidence and ensure it isn't passed on to third parties.


Ipsos MORI's research is conducted via a wide range of methodologies, especially computer-assisted telephone interviewing (CATI), as well as face-to-face and internet surveys. Telephone surveys use a method called random digit dialing (Ipsos MORI being exempt from the Telephone Preference Service as it only blocks telephone calls that involve selling). 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 are able to lawfully to use this techonology as they use it for research purposes as opposed to sales and advertising.


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