Online Research and Panels

Online surveys 
 

In 2008, Ipsos MORI conducted 470,000 online interviews across 250 projects. Ipsos MORI online surveys offer a timely, cost-effective means of measuring behaviour and opinion among a range of audiences. We can invite respondents to participate in online surveys in a variety of ways, including:

Pop-ups: Using this method, an invitation to take part appears in a separate window upon visiting a particular website. Alternatively, if a website does not support pop-ups, we can display a link to the survey on the site. These methods are particularly useful for website usability surveys, or for any subject with an audience which visits a given site.

Email: If addresses are held for the audience in question, we can send an email containing a unique link to the survey, together with information about it, to the potential respondent. This method is often used for studies of membership organisations or of members of staff, and is also the means by which we invite members of our Access Panel to participate in surveys.

Panel surveys 
 

An online access panel is a group of pre-recruited individuals who have agreed to take part in research. Since they have already provided details about the demographics of all individuals in the household, as well as a range of other information including online related details, such as the frequency of using the Internet, we can target the surveys sent to them very precisely. The current UK online panel size is 184,000 households, equivalent to 348,000 individuals. Ipsos Interactive Services (IIS) is a dedicated global operations company dedicated to servicing Ipsos globally. It has online panels throughout Europe and the globe.

A range of recruitment methods are used, with diversified sources utilised to ensure recruitment of a broad audience.

Targeted sampling is a major strength of the access panel method. Sampling is carried out via a proprietary sampling application, which allows complex sample designs based on specific target definitions (for example: females 18-35 years old, with children 2-7 years old); and random panellist’s extraction while controlling the sample profile on given sample quotas (i.e. selected to be representative of the general population, other specific target population demographic or client requested quotas).