Top Polling Company MORI Looks To Motion Tablet PCs As A ''Future-Proof'' Alternative For Door-To-Door Surveys

As the largest independently owned market research company in the United Kingdom, MORI (Market and Opinion Research International), helps hundreds of public and private organisations keep their finger on the pulse of the nation. The company's clients include most departments of the British government and half of the companies in the Financial Times Stock Exchange (FTSE) Top 100.

MORI's social research helps to shape public policy in vital areas including housing, education, health and regeneration. Also, its work with private-sector clients involves corporate reputation, brand awareness, customer satisfaction, new product development and employee opinion. Since its founding in 1969, MORI has become a well-known, trusted authority among more than its clients: The media also regularly call upon on MORI to provide insight on public opinion and trends.

MORI offers a broad range of ongoing and defined-term research, which it conducts via telephone, online or door-to-door. A large portion of MORI surveys are done face-to-face at people's homes by about 800 field researchers. After capturing responses on paper for more than two decades, the researchers began using portable computing devices in 1996. More than half now use Tablet PCs equipped with Microsoft Windows-based CAPI (computer assisted personal interviewing) software, which allows the researcher to automatically control the flow of complex interviews. The interviewer simply reads out what is on the screen.