Ipsos

What Ipsos does

Ipsos is a Paris-headquartered, publicly traded (Euronext Paris: IPS) global market research company founded in 1975 by Didier Truchot, who remains Chairman under a dual-class share structure. It generated €2,524.7M in FY2025 revenue (approximately $2.7B), employs 18,925 people across 90 markets and 220+ cities, and serves more than 5,000 clients. The firm is structured around four service lines — Consumer research (49% of revenue), Customer & Employee experience (21%), Public Opinion/Citizens (15%), and Healthcare (15%) — delivered through a combination of proprietary panels (KnowledgePanel with 6M+ verified panelists, Ipsos iSay, RealTalk Community), digital platforms (Ipsos.Digital, Synthesio, MMA, Observer), qualitative services, and syndicated trackers.

Its core technology stack combines address-based probability sampling, multifactor authentication, digital fingerprinting, and AI-based bot/fraud detection to maintain data quality, alongside an expanding layer of AI-native products (Product Studio, myBVC AI, Product View AI, UX Brand Impact Audit, Synthesio AI Visibility, Concept Testing with Digital Twins) that compress research cycles from weeks to hours. Geographic mix is 49% EMEA, 35% Americas, 16% Asia-Pacific.

Ipsos sells primarily through direct enterprise sales teams and bespoke, multi-year custom research contracts; pricing is quote-based and not publicly disclosed. It is ISO 20252:2019 certified, GDPR-compliant as a global baseline, and a signatory of the UN Global Compact. Customer concentration appears low, with named logos spanning retail (Kroger, H-E-B, Buc-ee's), technology (Google, Meta), financial services (Mastercard, MetLife), and consumer brands (Suntory, Tapestry). Recent strategic emphasis has been on AI productization, North American leadership reinforcement, and partnerships with hyperscalers (Google) and industry-specific research collaborators (W. Capra).

Name

Ipsos

Legal name

Ipsos

Website

https://ipsos.com

Company type

Public

Founded year

1975

Operating status

Operating

Headcount range

51–100 employees

Short description

Ipsos is a Paris-headquartered, publicly traded global market research firm serving 5,000+ clients across 90 markets with proprietary panels, syndicated trackers, and AI-native research products spanning consumer, public opinion, customer experience, and healthcare segments.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191)

akta.pro primary industry

IPO & Public Markets Advisory (BPAHADAH)

akta.pro secondary industry

IP Search, Watch & Competitive Intelligence (BPAHAMAI)

Keywords

• Market research services
• Consumer insights
• Brand health tracking
• Public opinion polling
• Marketing measurement analytics

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices23 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Market Research Services - Consumers: Primary revenue driver at 49% of total revenue (€1,244.6M in 2025), including brand health tracking, creative excellence, innovation research, and market strategy services.
2. Customer & Employee Research: 21% of revenue (€516.5M in 2025) from audience measurement, customer experience, employee experience, automotive & mobility development, and mystery shopping services.
3. Public Opinion & Citizens Research: 15% of revenue (€389.0M in 2025) from public affairs, corporate reputation, and citizen polling services.
4. Healthcare Research: 15% of revenue (€374.6M in 2025) from pharmaceutical quantitative and qualitative healthcare research services.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Ipsos is a global market research company that designs and delivers custom and syndicated research studies across consumer, citizen, customer & employee, and doctor & patient audiences. It combines proprietary online panels (KnowledgePanel with 6M+ authenticated panelists), AI-powered product testing platforms, social listening, marketing measurement analytics, qualitative services, public opinion polling, and healthcare research, sold primarily through enterprise sales relationships with corporations and governments across 90 markets.

Product overview

Ipsos is a global market research company offering a comprehensive portfolio of research products and services organized around four main audience segments: Consumers, Citizens, Customers & Employees, and Doctors & Patients. The core offering includes proprietary panels (KnowledgePanel, Ipsos iSay, RealTalk Community), digital platforms (Ipsos.Digital, Ipsos Synthesio, Ipsos MMA), qualitative services (Ipsos UU), and specialized research services. Recent AI-powered innovations include Product Studio combining digital twins and AI agents for product testing, myBVC AI for conversational brand equity access, Product View AI for vision-based testing, and UX Brand Impact Audit for quantifying digital experience impact. Traditional services span brand health tracking (Observer), mystery shopping, audience measurement, customer/employee experience, public affairs polling, and healthcare research. Supporting publications include What The Future magazine, Ipsos Data Drops briefings, and Insights to Activate monthly series.

Differentiator

Problem solved

Functional benefit

Brands

• Ipsos iSay: Consumer panel and survey participation platform allowing members to share opinions and earn rewards
• Ipsos.Digital
• What The Future
• Ipsos Synthesio
• Ipsos KnowledgePanel
• Ipsos MMA

Products and services

• KnowledgePanel Ipsos's flagship online research panel featuring authenticated proprietary panelists sourced via random address-based sampling in the USA and Europe, providing high-quality digital research with fast response times. Serves 6M+ panelists globally.
• Product Studio AI-powered product testing platform where AI speed, scientific rigor, and deep human insight converge for comprehensive product development insights. Aimed at brand and product teams needing faster concept and product validation.
• Product View AI Vision AI and AI agents enabling re-imagined product testing. Uses AI-powered virtual consumers and digital twin models to deliver product acceptance predictions in hours rather than weeks.
• Concept Testing with Digital Twins AI-powered concept testing solution using digital twin virtual consumers for instant mass screening of product ideas, enabling product acceptance predictions in hours rather than weeks.
• myBVC AI Generative AI assistant that brings conversational intelligence to brand equity management, providing real-time conversational access to brand performance data.
• UX Brand Impact Audit AI-powered solution that quantifies the direct link between digital user experience (UX) and market share, measuring how UX impacts brand performance.
• Ipsos Synthesio AI Visibility AI-powered solution for comprehensive AI search monitoring, helping brands track and optimize their visibility in critical consumer touchpoints inside AI-powered search results.
• Ipsos Synthesio Social listening and AI-powered consumer intelligence platform that monitors conversations, tracks sentiment, and analyzes brand visibility across digital channels and AI search. Used by brands for social media analytics and consumer insights.
• Ipsos MMA Marketing Measurement and Analytics platform providing attribution, mix modeling, and optimization services for measuring marketing effectiveness. Recognized as a Leader in The Forrester Wave Marketing Measurement and Optimization Services Q1 2026.
• Ipsos UU Qualitative research services including focus groups, in-depth interviews, ethnography, and other qualitative methodologies used to understand consumer behavior and motivations.
• Ipsos.Digital Digital research platform offering online surveys, mobile research, and digital data collection capabilities for market research projects.
• Ipsos iSay Online consumer access panel enabling authenticated proprietary panelists to participate in surveys and market research across global markets.
• RealTalk Community Ready-to-use engaged audience panel enabling real-time video diaries, discussions, surveys, and co-creation, available in 20+ countries for qualitative and community-based research.
• Observer Brand health tracking and monitoring service providing ongoing measurement of brand performance across markets.
• Simstore Channel performance measurement and optimization service for retail and trade channel analysis, including mystery shopping and shopper research.
• Strategy3 Strategic planning and consulting service for market strategy development and consumer understanding engagements.
• Omnibus Multi-client survey service allowing multiple organizations to share costs of data collection for efficient, syndicated market research.
• Audience Measurement Media and content audience measurement services for understanding viewership and engagement across media platforms.
• Customer Experience Customer experience research and measurement services for understanding and improving customer journeys and satisfaction.
• Mystery Shopping Mystery shopping services for evaluating customer service quality and in-store retail experience across global markets.
• Employee Experience Employee research and engagement measurement services for understanding workforce perspectives, retention drivers, and culture.
• Public Affairs Political and public opinion polling services for government, policy research, and corporate public-affairs teams, including Reuters/Ipsos Core Political polling.
• Corporate Reputation Corporate reputation tracking and management research services for monitoring stakeholder trust and reputation metrics.
• Healthcare Research Healthcare and pharmaceutical market research services for doctors, patients, and medical professionals across the drug development lifecycle and care delivery value chain.
• Automotive and Mobility Development Automotive research and mobility development services for the transportation industry, covering consumer and technology shifts.
• Online Communities and Panels Digital community engagement platforms and panel management services for ongoing consumer research and longitudinal studies.

Quantifiable outcome

• 50% decrease in suspicious panelists through MFA implementation
• +2 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability12 records

Feature8 records

Partnerships

Two partnerships are on record, tiered core.

• W. CapracoreStrategic or Co-development Partner · 1 January 2025Strategic partnership conducting annual Channel Check-In studies for retail and convenience store industry. W. Capra and Ipsos jointly announce results of industry studies including C-Store Experience Study and Grocery Ecommerce Excellence Study, recognizing top-performing retail brands.
• GooglecoreStrategic or Co-development Partner · 1 January 2025Collaborative research initiative with Google's Grow with Google program to help workers make the most of AI. Ipsos research provided data and insights trusted by Google to inform their workplace AI adoption programs.

Scale indicators15 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Gallup: Gallup is a direct peer in public opinion polling, employee engagement research, and global analytics — competing with Ipsos' Citizens, Customers & Employees, and Observer segments for government, enterprise, and media clients.
• YouGov: YouGov is a direct competitor in public opinion polling and online panel-based research, with a global panel footprint similar to Ipsos' iSay/KnowledgePanel. Both serve media, government, and brand clients with syndicated and custom survey research.
• Mintel: Mintel is a direct competitor in consumer market research, providing syndicated reports and custom research on consumer trends, CPG innovation, and competitive intelligence — overlapping significantly with Ipsos' Consumer & Brand segment.
• Kantar: Kantar is a global market research firm competing directly with Ipsos across brand tracking, consumer panels, and retail/CPG insights. Both firms serve multinational enterprise clients with comparable syndicated and custom research offerings.
• IQVIA: IQVIA is a direct competitor in Ipsos' Healthcare (Doctors & Patients) segment, providing pharmaceutical market research, real-world evidence, and commercial analytics for life-sciences clients. Both firms serve the same global pharma/biotech customer base.
• Nielsen: Nielsen is the most direct global competitor to Ipsos in consumer and media audience measurement, syndicated panels, and brand performance analytics. Both serve the largest CPG/retail advertisers with comparable panel-based research methodologies.
• GfK: GfK is a global market research company with overlapping consumer goods, retail, and technology research practices. Its consumer panels and brand/consumer intelligence services compete head-to-head with Ipsos' Consumer & Brand segment.

Emerging players

• Dynata: Dynata is one of the world's largest first-party data and research panel providers, directly competing with Ipsos KnowledgePanel and iSay for online sample supply and B2B research respondents. It is a key infrastructure-level peer in the research value chain.

Broad incumbents

• Forrester: Forrester is a research and advisory firm that competes with Ipsos in marketing measurement, customer experience, and technology-related research — areas where Ipsos was named a Forrester Wave Leader in Q1 2026.
• Gartner: Gartner is a broader research and advisory incumbent serving enterprise IT and business leaders with syndicated research. While not a direct competitor in market research, it competes for the same enterprise research budgets and increasingly enters adjacent insights/analytics categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/IpsosSpain
• YouTubeyoutube.com/user/IpsosTV
• Facebookfacebook.com/Ipsos
• LinkedInlinkedin.com/company/ipsos-espana
• Instagraminstagram.com/ipsos_global

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Subsidiaries12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ipsos