Embracing Mixed Mode Research

Why Mixed Mode is more than just a plan B and the way to future-proof your research studies.

The author(s)

  • Leah McTiernan Total Operations, Canada
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Embracing Mixed Mode | IpsosMixed Mode Research is not a new topic in the world of market research, but it is one that has not yet been readily embraced. The disruptive forces that shaped 2020 have made Mixed Mode research increasingly relevant, especially for social and audience measurement research.

To allow for continuity of research programmes during Covid-19, Ipsos has worked to redesign studies using multiple methods in recruitment and data collection. But Mixed Mode is not only a plan B. It brings a variety of benefits such as improving representativity, response rates, and cost-savings – when managed well.

There is reason to believe that Mixed Mode research will become increasingly popular and considered good practice. In the spirit of future-proofing research studies, this paper outlines;

  • Why now is the time to embrace Mixed Mode
  • Benefits and best practices
  • Ipsos’ “Contactless” Mixed Mode approach
  • Examples of studies that have successfully made this methodological transition.

For an introduction to Mixed Mode research, you may find it useful to refer to our previous paper, published in June 2020.

The author(s)

  • Leah McTiernan Total Operations, Canada

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