Methodology
We used different research methodologies to provide you with a comprehensive snapshot of the industry’s reputation. Scroll down to read moreGeneral Public: Quantitative Research
Ipsos MORI interviewed a representative sample of 8001 adults (c. 2000 per wave) across the UK (England, Scotland, Wales and Northern Ireland) aged 18-75. All data was collected online via Ipsos MORI online panel. Quotas set on age, gender and region, to reflect the UK general population and data has been weighted to the population profile. Those who work in Media, Market Research, PR or Pharmaceuticals were screened out.
Fieldwork was conducted between the following dates:
| 4th wave: | 18th – 26th March 2021 |
| 3rd wave: | 13th – 26th January 2021 |
| 2nd wave: | 6th – 13th October 2020 |
| 1st wave: | 30th June – 9th July 2020 |
Where results do not sum to 100 or the ‘difference’ appears to be +/-1 more/less than the actual, this may be due to rounding, multiple responses, or the exclusion of don’t knows or not stated responses.
General Public: Qualitative Research
Phase 1
This research was conducted through a mix of online focus groups as well as in-depth interviews with the General Public (adults aged 18-75) in the United Kingdom (England, Scotland, Wales and Northern Ireland).Respondents were recruited to ensure we had perspectives from a broad cross-section of society and included controls by gender, region, social grade and in the case of the depth interviews, news readership. Focus groups were conducted over 90 minutes and the depth-interviews were 30 minutes.
| Type of Interview | Date | Number of participants |
| Online Focus Group 1 | 1st May 2020 | 6 |
| Online Focus Group 2 | 4th May 2020 | 6 |
| Online Focus Group 3 | 5th May 2020 | 6 |
| Depth Interviews | 12th-14th May 2020 | 6 |
Phase 2
The research was conducted through two online focus groups with the General Public (adults aged 18-75) in the United Kingdom (England, Scotland, Wales and Northern Ireland). Participants were recruited to ensure we had perspectives from a broad cross-section of society and included controls by gender, region, social grade. The two focus groups were conducted over 90 minutes.
| Type of Interview | Date | Number of participants |
| Online Focus Group 1 | 17th March 2021 | 6 |
| Online Focus Group 2 | 19th March 2021 | 6 |
Healthcare Professionals (HCPs): Quantitative Research
Ipsos MORI interviewed 100 Healthcare Professionals (HCPs) across the UK (England, Scotland, Wales and Northern Ireland). Fieldwork was conducted between the following dates: 7th October – 14th October 2020.
All data was collected online via our online panel. The quotas which were set for are as follows:
• n=33 General Practitioners (GP)
• n=33 Prescriber Nurses
• n=10 Chief Pharmacists
• n=24 Hospital Pharmacists
All respondents must have being employed by the NHS and not have any affiliations with market research firms and/or media, PR, advertising agencies. 53 respondents were involved in at least one of the following:
• Sustainability and Transformation Partnership (n=18)
• Integrated Care System (n=26)
• Clinical Commissioning Group (n=36)
Where results do not sum to 100 or the ‘difference’ appears to be +/-1 more/less than the actual, this may be due to rounding, multiple responses, or the exclusion of don’t knows or not stated responses.
Healthcare Professionals (HCPs): Qualitative Research
This research was conducted through in-depth telephone interviews (n=20) with Healthcare Professionals across the United Kingdom (England, Scotland, Wales and Northern Ireland). Respondents were recruited across four occupations:
• n=5 General Practitioners
• n=5 Nurse Prescribers
• n=5 Hospital Pharmacists
• n=5 Healthcare Professionals who are able to administer vaccines
All respondents must have being employed by the NHS and not have any affiliations with market research firms and/or media, PR, advertising agencies. Fieldwork was conducted from the 18th to the 26th of February 2021, following a discussion guide.
Members of Parliament: Quantitative Research
Ipsos MORI interviewed 135 MPs as part of its Key Influencer Tracking program, a multi-client studies that examine the attitudes and opinions of a range of elite, opinion-forming stakeholder audiences. 101 MPs were asked ABPI questions. Quotas and weighting used so results reflect the British MPs by ministerial status within political party. Broad sample controls were also set on region and gender. Fieldwork was conducted between 9th November and 22nd December 2020.
CATI (Phone) interviews with MPs (usually interviews are done face-to-face, but the methodology was switched to CATI in 2020 due to COVID-19). Across those interviewed this winter (before versioning applied) 84% were interviewed in summer 2020, and 66% were interviewed in winter 2019.
Where results do not sum to 100 or the ‘difference’ appears to be +/-1 more/less than the actual, this may be due to rounding, multiple responses, or the exclusion of don’t knows or not stated responses.
