Ipsos UK and The Market Research Society (MRS)
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Industry:
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The project seeks to engage Generation Z (15-to-24-year-olds) in market research surveys by using behavioural science (or other applied social science approaches) to address barriers to participation in face-to-face fieldwork.
The project seeks to understand how to better engage Generation Z (15-to-24-year-olds) in market research surveys by exploring critical industry questions such as:
1. Response Rate vs Representativity:
o Whether efforts to increase response rates improve sample profiles or exacerbate non-response bias.
o Investigate strategies to optimize resource allocation for targeting hard-to-reach groups effectively.
2. Impact of Mixed Methodologies on Representativity and Costs:
o Analyse how mixed-mode approaches (e.g., face-to-face vs. online-first) affect the representativity of survey samples and overall participant profiles.
o Examine cost efficiencies achieved through reduced face-to-face survey components, balanced against the increased costs per interview.
o Assess whether online-first methods result in engaged participants completing surveys more efficiently, leaving focused tasks for face-to-face methods.
3. Comparative Evaluation of Follow-Up Strategies:
o Explore the benefits of knock-to-nudge approaches versus postal follow-ups or interviewer-administered data collection in balancing cost, response rates, and representativity.
The nature of the challenge is such that we expect the PhD student to use data collected by Ipsos concerning response rates, but we will also expect there to be some primary research designed and undertaken by the PhD student, for example, interviewing and accompanying field-force interviewers.
The primary output of this project will be a report (that is determined in scope and scale by the PhD student in collaboration with the Host). Working with Colin Strong, the PhD student will develop a structure for the report and a data collection-analysis plan. We expect the report to have a series of tangible recommendations for best practice on how to tackle falling response rates for face-to-face fieldwork that can be used within Ipsos and more widely across the industry.
In addition, to facilitate impact, we anticipate the PhD student (alongside the Host) could share the key findings of the report via Research Live and a member webinar; we are also keen for the PhD student and Host to produce a joint paper for the International Journal of Market Research, reporting on the results of the project, reaching a wider audience into the academic community. Note that some of the Ipsos case studies to be used will hold confidential, commercially sensitive information so consideration will need to be made on what and how to share the findings of this project. The successful candidate will also be provided with one year of free membership to the Market Research Society.
If you’re interested in this position, please send your CV and a supporting statement along with a completed ESRC placement and funding permissions form to Colin Strong at
colin.strong@ipsos.com
Your supporting statement should address the following points:
• Why you want to take up the placement
• Your experience and/or interest in undertaking and/or supporting us in researching and finding solutions to this challenge
Key Dates Applications Open:
Applications Open: 13 December 2024
Applications Close: 7 February 2025 at 23:59
Interviews: w/c 3 March 2025 and w/c 10 March 2025
A decision will be provided as soon as possible, and the internship will start in April 2025 although some flexibility is possible.