Ipsos

Ipsos. Ipsos is a global leader in market research and public opinion polling, operating in over 90 countries. Founded in France in 1975, the company provides data and insights to a diverse clientele including corporations, governments, and non-governmental organizations. Its services span advertising effectiveness, media measurement, and social research, making it one of the world's largest research firms.

History

The company was established in 1975 by Didier Truchot and Jean-Marc Lech. Initial growth was fueled by expansion across Europe, including key operations in the United Kingdom and Germany. A significant phase began in the 1990s with a series of strategic acquisitions, such as the ASI Market Research division in 1998, which bolstered its advertising research capabilities. Its initial public offering on the Paris Stock Exchange in 1999 provided capital for further global expansion, including major purchases in North America like Ipsos-Reid in 2000. The 2011 merger with Synovate, the market research arm of Aegis Group, dramatically increased its scale and presence in emerging markets like South Africa and Southeast Asia.

Operations and services

The firm operates through several specialized service lines, organized into what it terms "Solutions." These include **Ipsos Public Affairs**, which conducts political and social polling for institutions like the European Commission and various national governments. The **Ipsos Marketing** division focuses on brand health and innovation tracking for consumer goods companies. **Ipsos MediaCT** measures audience behavior for media companies and technology firms, while **Ipsos Loyalty** assesses customer experience for sectors such as financial services and retail. Its global delivery model utilizes extensive online panels, face-to-face interviews, and sophisticated data analytics platforms to gather insights.

Corporate structure

Ipsos is organized as a Société Anonyme headquartered in Paris, France, and is listed on the Euronext Paris. The company is led by a Chief Executive Officer and a management committee overseeing regional operations in the Americas, Europe, Middle East and Africa, and Asia-Pacific. It maintains a decentralized structure, allowing its many acquired companies, such as Ipsos MORI in the UK and Ipsos UU in the Nordics, to retain operational autonomy under the corporate brand. Major shareholders have historically included investment firms like Amundi and the founding Truchot family.

Notable projects and clients

The organization is renowned for its long-running political polling, including pre-election surveys for major networks like BBC and CNN during events such as the United States presidential election and the French presidential election. It is the official polling partner for the World Economic Forum in Davos and regularly conducts global studies on topics like climate change for the United Nations. Commercial clients span multinational corporations such as Procter & Gamble, Unilever, and Microsoft, for whom it tests advertising campaigns and product concepts. It also manages the prestigious Ipsos MMA award for marketing effectiveness.

Controversies and criticism

Like many polling firms, it has faced scrutiny after high-profile electoral inaccuracies, such as underestimating support for the Leave campaign in the 2016 United Kingdom European Union membership referendum and for Donald Trump in the 2016 United States presidential election. Its methodological choices, particularly a reliance on online panels, have been debated within the American Association for Public Opinion Research. The company has also been criticized for its work in sensitive regions; for instance, its polling in Turkey has been questioned regarding political pressures. Furthermore, its commercial research for the tobacco industry and fast food companies has drawn ethical concerns from public health advocates.

Category:Market research companies Category:Companies based in Paris Category:Companies listed on Euronext Paris