Ipsos MORI launches UK KnowledgePanel to provide total understanding of the UK public

Ipsos MORI has launched the UK's largest random probability panel, utilising quality, scale and efficiency to deliver a total understanding of the UK public.

Ipsos MORI has launched the UK’s largest and highest quality online random probability panel, which will deliver total understanding of the UK public for businesses and organisations looking for cutting edge insight at the very gold standard of online research methods. It is important because it includes both online and offline respondents selected at random from every address in the UK, the first of its kind, with a single interface to eliminate modal effects and produce accurate data rapidly.

Ipsos MORI’s UK KnowledgePanel utilises a panel of 15,000+ participants to provide a robust and innovative tool for all organisations who wish to garner greater insights into the behaviours, beliefs and attitudes of the UK population as a whole. The scale of the panel allows for in-depth sub-group analysis of data – an exciting development for anyone looking to drill down into specific groups, both geographically and demographically.

The UK KnowledgePanel follows the same tried and tested methodology as has been applied by Ipsos colleagues running the US KnowledgePanel. First established in 1999, the US KnowledgePanel is the oldest and largest probability-based online panel in the US; publications based on KnowledgePanel data appear regularly in peer-reviewed journals such as the Lancet and Journal of the American Medical Association. 

Studies completed on UK KnowledgePanel are fully representative of the UK population, including the 4% of households who are considered ‘offline’. This is made possible by recruiting offline, and supplying participants with a tablet, internet access and the tech support needed to get online. As a result of this approach the panel utilises a single online data collection method, with no differential mode effects – a pioneering advancement which enhances the ability to understand our society.

Kelly Beaver, Managing Director of Public Affairs at Ipsos MORI said:

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.