JSTOR

Ipsos

Company type	Public
Traded as	Euronext: IPS
Industry	Market research
Founded	1975
Founder	Didier Truchot
Key people	Ben Page (CEO)
Revenue	€1.8 billion (2022)
Number of employees	18,000 (2022)
Website	www.ipsos.com

Ipsos is a global market research and consulting firm headquartered in Paris, France. Founded in 1975 by Didier Truchot, Ipsos has grown to become one of the largest market research organizations in the world, providing insights and data to businesses and governments across various sectors.

History

Ipsos was established in 1975 by Didier Truchot, who envisioned a company that would provide clients with actionable insights through innovative research methodologies. Over the years, Ipsos expanded its operations globally, acquiring several other research firms to enhance its capabilities and reach.

In 1999, Ipsos went public on the Paris Stock Exchange, which allowed it to further accelerate its growth through strategic acquisitions. Notable acquisitions include the purchase of Synovate in 2011, which significantly increased Ipsos's presence in Asia and other emerging markets.

Operations

Ipsos operates in over 90 countries and employs approximately 18,000 people. The company offers a wide range of research services, including:

• Advertising Research: Evaluating the effectiveness of advertising campaigns and helping clients optimize their marketing strategies.
• Media Measurement: Analyzing media consumption patterns and audience engagement across different platforms.
• Opinion Polling: Conducting public opinion polls on various social, political, and economic issues.
• Customer Experience: Assessing customer satisfaction and loyalty to improve client services and products.
• Healthcare Research: Providing insights into the healthcare industry, including patient experiences and pharmaceutical market trends.

Methodologies

Ipsos employs a variety of research methodologies to gather data and insights, including:

• Surveys: Utilizing online, telephone, and face-to-face surveys to collect quantitative data.
• Focus Groups: Conducting qualitative research through group discussions to explore consumer attitudes and behaviors.
• Big Data Analytics: Leveraging large datasets to uncover patterns and trends that inform strategic decisions.
• Social Listening: Monitoring social media platforms to gauge public sentiment and brand perception.

Impact and Contributions

Ipsos is known for its rigorous research standards and has contributed significantly to the field of market research. The company's data and insights are frequently cited in media reports and academic studies, influencing public policy and business strategies worldwide.

Ipsos's work in opinion polling is particularly notable, as it provides valuable insights into electoral trends and public opinion on critical issues. The company's research has been instrumental in understanding consumer behavior and market dynamics in various industries.

Also see

• Market Research
• Public Opinion Polling
• Consumer Behavior
• Data Analytics
• Advertising Effectiveness

References

• Ipsos. (2022). Annual Report 2022. Retrieved from [1]
• Truchot, D. (1975). The Founding of Ipsos. Paris: Ipsos Press.