|Headquarters||Borough, London, United Kingdom|
Ipsos MORI is the second largest market research organisation in the United Kingdom, formed by a merger of Ipsos UK and MORI, two of 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 the 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.
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'. The same year, Robert Worcester stepped down from chairmanship of MORI. Ben Page is now Chief Executive.
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.
In early 2013 Ipsos MORI signed an agreement with the EE mobile phone network, wherein Ipsos MORI would commercialise the data on that company's 23 million subscribers, for example "how many of the phone users checked their Facebook accounts, or the website of their favourite shop". Later that year The Sunday Times revealed that Ipsos MORI had negotiated an agreement to sell this data to the Police and other parties. The data included "gender, age, postcode, websites visited, time of day text is sent [and] location of customer when call is made". When confronted by the paper, the Police indicated that they would no longer go ahead with the deal. Ipsos MORI defended their actions, stating that because the information was anonymised and aggregated into groups of not less than fifty individuals, sharing the data was not intrusive.
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 technology as they use it for research purposes as opposed to sales and advertising.
See also 
- Opinion polling for the next United Kingdom general election
- Next United Kingdom general election
- Opinion polling for the United Kingdom general election, 2010
- United Kingdom general election, 2010
- Opinion polling for the United Kingdom general election, 2005
- "Ipsos MORI Offices". Ipsos MORI. Retrieved 2012-12-20.
- "Careers With Ipsos MORI". Ipsos MORI. Retrieved 2012-12-20.
- Rebecca Lowe (3 February 2010). "Survey says residents happy with Enfield - but not the council housing". Enfield Independent. Retrieved 2012-12-20.
- "Ipsos buys Mori in £88m deal". Research. 10 October 2005. Retrieved 2012-12-20.
- "Telephone (CATI) Surveys". Ipsos MORI. Retrieved 2012-12-20.
- Julia Day (10 October 2005). "French rival snaps up Mori". The Guardian. Retrieved 2012-12-20.
- Rupert Jones (15 June 2005). "Sir Bob quits Mori chairmanship". The Guardian. Retrieved 2012-12-20.
- Ian Tucker (2 January 2005). "This Much I know". The Observer. Retrieved 2012-12-20.