Market research specialists Ipsos MORI announce today that they are running a new wave of their ‘Real Trends’ insight monitor. First carried out in 1997 the programme uses quantitative research across 2,000 respondents (supplemented with ethnographic and qualitative findings) to understand how British Society has changed.
This year the Real Trends service sees Ipsos MORI team up with leading forecasters and sociologists, Trajectory and Bob Tyrrell. This partnership between Ipsos MORI’s trends and sector specialists, and Trajectory and Bob Tyrrell’s market insight will offer clients a very strong partnership, with knowledge and expertise tailored to their needs. Ipsos MORI, Trajectory and Bob Tyrrell will work with clients to ‘re-articulate’ the broad trends as direct needs and expectations of the consumer and citizen.
Bobby Duffy, Managing Director - Ipsos MORI Social Research Institute: “The Real Trends service is designed to ensure that the findings are credible and interesting but also relevant to the internal audience. By teaming up with Bob and Trajectory we have hand-picked people with immense experience and credibility in this field. We wanted to be working alongside a team who, like our own, have lived through other recessions and understand the pressures that clients face”
Paul Flatters, Managing Partner – Trajectory: “Ultimately our job is to move the client from understanding the trends to looking at their implications. With Ipsos MORI’s vast library of research findings being made available (in addition to the tracking study) it will be possible to focus directly on specific audiences of interest to the client, a capability all too rare with this type of service. We are delighted to be working with Ipsos MORI;, they have a great reputation, and their expertise gives us the confidence to properly analyse the figures and unearth real shifts in attitude and lifestyle”
Notes:
Clients of past waves of Real Trends include Tesco, Heinz, Cadbury, the Cabinet Office (Strategy Unit) and others. The service is available to all organisations seeking to operate in the UK across the public, private and voluntary sector. The research is carried out using a mixed online and self-completion methodology across a nationally representative sample of 2,000 UK adults aged 15+. Clients are also able to include additional private questions.
Ipsos MORI is part of the Ipsos research group which operates in 56 countries and employs over 9,000 staff. Specialist areas include MediaCT, Public Affairs, Advertising, Loyalty and Marketing. More information can be found at www.ipsos-mori.com.
The Trajectory Partnership was founded in September 2008 by Michael Willmott, Paul Flatters and Chris Farmelo. They provide a range of services including insight, forecasting and quantitative modelling. More information can be found at www.trajectorypartnership.com
Bob Tyrrell is the ex-Chairman of the Henley Centre for Forecasting. In 2008 his ‘Real Trends’ clients included Tesco, Cadbury and Heinz and Bob also consults for organisations such as BUPA.
For queries regarding the service or this release please contact Nicola Austin Nicola@trajectorypartnership.com
T: 07760 288 539
Read an interview with Paul Flatters on the launch of Real Trends and why 2008 was 'year zero' for consumer trends.
http://www.research-live.com/features/2008-was-year-zero-for-consumer-trends/4000248.article
