Qualitative Research | Ipsos MORI
Public Affairs

Qualitative Research

Bringing the experiences of our participants to life.

The Ipsos MORI qualitative methods team is committed to ethical research that is designed with the wellbeing of our participants in mind. Our qualitative experts are always focused on client questions to meet their needs; our rigorous approach to analysis allows our findings to stand up to scrutiny. Our qualitative team goes beyond the obvious to identify what really matters.

We utilise a mix of traditional qualitative approaches, such as depth interviews, focus groups and workshops, and cutting-edge Augmented Reality and Virtual Reality technologies to get to the heart of the issue.

We speak to a diverse range of participants, from vulnerable individuals in poverty, survivors of domestic abuse, prisoners and refugees, to the most influential policymakers, captains of industry and thought leaders. Our work makes a difference to our clients on all levels, and we strive to make a difference to the lives of our participants by bringing their experiences to life.

We are always looking to expand our qualitative expertise. That is why we are delighted to have been appointed to undertake the recruitment of participants and provide overall facilitation for the Oxford Citizens Assembly on Climate Change.