The panel includes online and offline respondents selected at random from across the UK using unclustered address-based sampling.

It uses the same methodology applied by the Ipsos KnowledgePanel in the US, launched in 1999.

Ipsos Mori says studies completed on the panel are representative of the UK population, including the 4% estimated by the Office of National Statistics to be ‘offline’.

The company has recruited offline participants and supplied them with a tablet, internet access and tech support, meaning the panel uses a single online data collection method.

Kelly Beaver, managing director of public affairs at Ipsos Mori, said: "I’m delighted that Ipsos Mori has added the UK KnowledgePanel to our offer for clients.

"The insights it provides, through its quality, scale and efficiency, are already delivering a total understanding of the UK public for our clients."