| Industry | Market research |
|---|---|
| Predecessor | Ipsos UK and MORI |
| Founded | 2005 |
| Headquarters | London, England, UK |
Key people | Kelly Beaver (CEO) |
| Parent | Ipsos |
| Website | www |
Ipsos MORI was the name of amarket research company based inLondon, England which is now known as Ipsos and still continues as the UK arm of the globalIpsos group.[1] It was formed by a merger of Ipsos UK and MORI in October 2005.[2]
The company is a member of theBritish Polling Council andMarket Research Society.[3][4]
In 1946,Mark Abrams formed a market research company called Research Services Ltd. (RSL). RSL operated until 1991 when it was acquired byIpsos, becoming Ipsos UK.[5][6]
MORI (Market and Opinion Research International) was founded in 1969 byRobert Worcester. Robert Worcester stepped down from chairmanship of MORI in June 2005.[7] Ipsos announced it would acquire MORI in October 2005 for £88 million, and would merge it with Ipsos UK. The merged company was named Ipsos MORI.[8] In February 2022 the company rebranded to simplyIpsos.[1]
Ipsos MORI's research is conducted via a wide range of methodologies, usingcomputer-assisted telephone interviewing (CATI), as well as face-to-face (CAPI) and Internet surveys. Many telephone surveys use a system calledrandom digit dialing to interview a representative group of the population.[9][10]
In May 2013,The Sunday Times reported that Ipsos MORI had negotiated an agreement with theEE mobile phone network to commercialise the data on that company's 23 million subscribers.[11] The article stated that Ipsos MORI was looking to sell this data to the Metropolitan 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 newspaper, the Metropolitan Police indicated that they would not be taking the discussions any further. Ipsos MORI defended their actions, stressing that the company only received anonymised data, without any personally identifiable data on an individual customer, and underlining that reports are only ever made on aggregated groups of more than 50 customers.[12][13][14]