Methodology

We used different research methodologies to provide you with a comprehensive snapshot of the industry’s reputation.

General Public: Quantitative Research

Ipsos interviewed a representative sample of 2000 adults per wave across the UK (England, Scotland, Wales and Northern Ireland) aged 18-75. All data was collected online via Ipsos online panel. Quotas were 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:

1st wave: 30th June – 9th July 2020
2nd wave: 6th – 13th October 2020
3rd wave: 13th – 26th January 2021
4th wave: 18th – 26th March 2021
5th wave: 23rd September – 1st October 2021
6th wave: 18th – 26th January 2022
7th wave: 16th – 25th March 2022
8th wave: 18th – 27th May 2022
9th wave: 13th – 20th April 2023

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

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 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
Online Focus Group 4 17th March 2021 6
Online Focus Group 5 19th March 2021 6
Online Focus Group 6 28th October 2021 6
Online Focus Group 7 3rd November 2021 6
Online Focus Group 8 21st February 2022 6
Online Focus Group 9 23rd February 2022 6
Face To Face Focus Group 10 24th November 2022 9
Face To Face Focus Group 11 29th November 2022 10
Face To Face Focus Group 12 29th November 2022 8
Face To Face Focus Group 13 30th November 2022 10
Face To Face Focus Group 14 17th July 2023 10
Face To Face Focus Group 15 19th July 2023 10

Healthcare Professionals (HCPs): Quantitative Research

For the first two waves, Ipsos interviewed 100 Healthcare Professionals (HCPs) across the UK (England, Scotland, Wales and Northern Ireland).  All data was collected online via Ipsos online panel. Respondents were recruited across four occupations:

  • n=33 General Practitioners (GP)
  • n=33 Prescriber Nurses
  • n=10 Chief Pharmacists
  • n=24 Hospital Pharmacists

In the latest third wave, Ipsos interviewed 124 Healthcare Professionals (HCPs) across the UK (England, Scotland, Wales and Northern Ireland).  Respondents were recruited across four occupations:

  • n=55 General Practitioners (GP)
  • n=33 Prescriber Nurses
  • n=12 Chief Pharmacists
  • n=24 Hospital Pharmacists

All respondents must have been employed by the NHS and not have any affiliations with market research firms and/or media, PR or advertising agencies.

Fieldwork was conducted between the following dates:

  • 1st wave: 7th – 14th October 2020
  • 2nd wave: 5th – 19th November 2021
  • 3rd wave: 26th April – 4th May 2023

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

For the first two waves, Ipsos conducted 20 in-depth telephone interviews 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 can administer vaccines

In the third wave, Ipsos conducted 37 in-depth telephone interviews with Healthcare Professionals across the United Kingdom (England, Scotland, Wales and Northern Ireland). Respondents were recruited across four occupations:

  • n=5 General Practitioners
  • n=7 Nurse Prescribers
  • n=10 Hospital Pharmacists
  • n=5 Secondary care specialists (n=1 Cardiologist, n=1 Pulmonologist, n=1 Rheumatologist, n=1 Oncologist, n=1 Psychiatrists)
  • n=4 Payers
  • n=3 Integrated Care Systems/Commissioning
  • n=3 Other Healthcare Professionals (specialists who can administer vaccines)

All respondents must have been employed by the NHS and not have any affiliations with market research firms and/or media, PR or advertising agencies.

Fieldwork was conducted between the following dates:

  • 1st wave: 18th – 26th February 2021
  • 2nd wave: 22nd April – 31st May 2022
  • 3rd wave: 30th January – 28th February 2023

Members of Parliament: Quantitative Research

Ipsos interviewed 127 MPs (135 in wave 1 and 123 in wave 2) 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. 96 MPs were asked ABPI questions (101 in wave 1 and 97 in wave 2) via telephone interviews (CATI).​ Quotas and weighting were 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 the following dates:

  • 1st wave: 9th November– 22nd December 2020
  • 2nd wave: 8th November 2021 – 18th February 2022
  • 3rd wave: 7th November 2022-16th January 2023

Across those interviewed in the 3rd wave (before versioning applied) 70% were also interviewed in the 2nd wave.

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.