The Krisis technique, taken from the Greek word for moment of truth, involves carefully selecting respondents and controlling the moderation process so conflicts arise and clients receive a different level of disclosure and insight.
In the same way that characters are chosen for the Channel 4 reality show, Ipsos willl recruit confrontational "characters" who it believes will ensure research goes beyond cliche and consensus.
Moderators will be there to encourage this and there will also be a separate room, or 'Big Brother' style Diary Room, where respondents can talk about their reactions to discussions.
French food giant Danone has already undertaken the research technique in Europe and been impressed with the results.
Christian Veysseyre, director of international research for Danone, said: "The way in which participants are able to respond and contradict one another makes it possible to differentiate and choose between superficial speech and real convictions.
"Krisis brings a dynamic to these sessions, which is genuinely different, and we're excited by the arrival of this new innovation."
The service has been successfully trialled in Europe and Ipsos plans to launch the Krisis approach worldwide, with the UK launch being celebrated at the Theatre Museum in Covent Garden on November 2.
Anne Ward, director of qualitative research at Ipsos UK, said: "The new generation of marketing-savvy consumers can second guess the way they 'should' respond to most research questions and they can manipulate the image they present.
"If we don't acknowledge the 'expert consumer', we run the risk of missing a great many valuable insights. While use of 'conflict' has been around a long time, Krisis isn't just the repackaging of a golden oldie. Krisis is the result of real new thinking, born out of a need to understand and harness the expertise of the new consumer."
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