[1] Ipsos MORI's research is conducted via a wide range of methodologies, using computer-assisted telephone interviewing (CATI), as well as face-to-face (CAPI) and Internet surveys.
Many telephone surveys use a system called random digit dialing to interview a representative group of the population.
[9][10] In May 2013, The Sunday Times reported that Ipsos MORI had negotiated an agreement with the EE mobile phone network to commercialise the data on that company's 23 million subscribers.
[11] The article stated that Ipsos MORI was looking to sell this data to the Metropolitan Police and other parties.
The data included "gender, age, postcode, websites visited, time of day text is sent [and] location of customer when call is made".