Ipsos MORI Launches Random Probability UK Panel

Ipsos MORI has launched what it says is the UK's 'largest and highest quality' online random probability panel, with more than 15,000 participants. The mix of online and off-line respondents promises 'total understanding of the UK public for businesses and organisations'.

Panellists are selected using random probability unclustered address-based sampling, from every address in the UK, giving 'every household... an equal and known chance of being selected for inclusion in the panel'. The panel represents the estimated 4% of UK households considered to be 'off-line' by recruiting off-line, and supplying participants with a tablet, Internet access and 'the tech support needed to get online'.

As a result, online and off-line respondents feed back through a single interface 'to eliminate modal effects' and speed delivery of insights into the public's behaviour, beliefs and attitudes. Ipsos MORI says the panel's scale allows for in-depth sub-group analysis of data, whether by geography or demographics. Ipsos already uses this methodology for the US KnowledgePanel, first established in 1999.

Kelly Beaver (pictured), MD of Public Affairs at Ipsos MORI, says: 'I'm delighted that Ipsos MORI has added the UK KnowledgePanel to our offer for clients. The insights it provides, through its quality, scale and efficiency is already delivering a total understanding of the UK public for our clients and the panel will continue to grow over the next year to provide even greater power and depth'.

The group's home page is at www.ipsos.com .