TNS-BMRB Initiates Mixed Mode Programme

In the UK, Kantar-owned TNS-BMRB, which offers insight for government and not-for-profit clients, has launched a mixed mode research programme to prompt new thinking and best practice for tracking social trends across multiple modes of research.

As part of the programme TNS-BMRB and its sister firm, online panel provider Lightspeed Research, will work together to explore how online research can be used in conjunction with traditional social research methods.

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 methods.

'As people become more digitally minded, online channels become integral for engaging with society,' explains Dr Michelle Harrison, CEO of TNS-BMRB. 'This research programme supports our understanding of online mode issues and our ability to offer clients robust methodology.'

TNS-BMRB's Survey Methods Unit will deliver its findings to the social research community and academic partners, while advising its clients in Whitehall on how mixed mode can be introduced into continuous and longitudinal studies.

Lightspeed Research Global CEO David Day describes the programme as 'hugely important' for better understanding the impact that research methodology has on the outcomes of social research.

Web sites: www.tns-bmrb.co.uk and www.lightspeedresearch.com .