Kantar Public will today launch a mixed mode research programme with the aim of pioneering new thinking and refining best practice for tracking social trends across multiple modes of research.

As part of this programme Kantar Public will work with online panel provider Lightspeed Research to explore how online research can be used in conjunction with traditional social research methods to offer clients the most rigorous reflection of UK society, for the best value. The programme will look at the efficacy and representation of online research in a social research context, by comparing online findings with those produced via more traditional survey modes.

Dr Michelle Harrison, CEO of Kantar Public, comments: ‘Our Survey Methods team work hard to lead the way with credible, value-driven methodological innovation. As people become more digitally minded, online channels become integral for engaging with society. At the same time, absolute representativeness is key. This research programme supports our understanding of online mode issues and our ability to offer clients robust methodology. We are very grateful to Lightspeed Research for giving us this opportunity to widen the scope of our exploration. ”

TNS-BMRB’s Survey Methods Unit will deliver its findings to the social research community and academic partners as well as leading the way with advising its clients in Whitehall on how mixed mode can or should be introduced into continuous and longitudinal studies.

David Day, Global CEO of Lightspeed Research said: “We are delighted to be partnering with Kantar Public on this hugely important programme to better understand the impact that research methodology has on the outcomes of social research. As society continues to change, online research offers new opportunities and this work will allow us to better service our clients across all markets.”

As part of the mixed mode research programme Kantar Public will be hosting a series of events later this year for organisations who want to find out more about the impact that research methodology has on tracking social trends. To find out more please contact Laura.Chatterton@tns-ri.co.uk() .

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Kantar Public is a leading provider of specialist social research, offering insight into public policy to government and not-for-profit clients. Delivering a range of approaches including bespoke proprietary research and public affairs, random probability survey capabilities, as well as social marketing and polling, Kantar Public is the largest commercial provider of social research and insight to Whitehall. Kantar Public is part of the TNS group.

About Kantar

Kantar is one of the world’s largest insight, information and consultancy networks. By uniting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 26,500 employees work across 95 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies.

For further information, please visit us at www.kantar.com()

About Lightspeed Research

Lightspeed Research delivers valuable data to help clients make informed business decisions. With proprietary online panels throughout the world, our verified, engaged, and deeply profiled survey respondents can support research studies that vary in scope and complexity. Lightspeed Research’s expert Client Operations Team offers data collection services including survey design, sample management, programming, and reporting. The company has offices throughout the United States, Europe, and Asia Pacific. Lightspeed Research is part of Kantar, the information insight and consultancy division of WPP. For more information, please visit www.lightspeedresearch.com().