Key Audience Research

The Key Audience Research program is a suite of multi-client studies examining the attitudes and opinions of elite, opinion-former audiences including:

• Politicians
• Captains of industry
• Investors & analysts
• NGOs
• Journalists
• Consumers

These studies provide independent and cost effective access to difficult to reach audiences and help organisations manage their corporate reputations. They are used by clients to:

• understand the reputation landscape in which their company operates
• measure and track their organisation's reputation compared to competitors
• identify the factors that drive favourability and advocacy among these important opinion-former audiences
• identify activities and communication messages which develop corporate reputation and make it resilient.

Why do it?

Our key audience research studies provide:

• Quality: we have conducted surveys among key audiences for more than two decades and are widely recognized as the leading provider of elite audience research. We have an established reputation with key audiences - achieving special cooperation and exceptionally high response rates. The standard and quality of our samples are second to none.
• Insight: we are more than data collectors. Ipsos MORI understands the attitudes and opinions of elites whose views affect your company, and helps you communicate effectively with them. We provide detailed, graphical reporting on your organisation's results in the context of your sector and competitors. Our analysis includes key performance indicators, trends, explanatory verbatim comments, and a management summary outlining the implications of the findings.
• Value: our regular key audience research surveys are sponsored by a number of organizations, greatly reducing the cost of accessing audiences that are otherwise extremely difficult to reach.
• Benchmarking: we have built up a massive bank of trend data over the years, on attitudes towards more than 1,500 companies and organizations.
• Flexibility: all subscribers to key audience research surveys have access to a core set of measures, enabling them to benchmark and track performance over time. However, each subscriber can also include exclusive questions focused directly on issues affecting their businesses.