What Ipsos MORI does

Ipsos MORI is the UK operations of Ipsos, a global market research and public opinion company headquartered in London and ultimately owned by Ipsos Group, which is publicly listed on Euronext Paris under the ticker IPS. The firm employs 10,000+ people and operates across 90 markets, serving more than 5,000 active clients that include UK government departments, large consultancies, pharmaceutical companies, and consumer/retail enterprises. Its business centers on commissioned research, ongoing public opinion polling, and consumer insight studies, delivered through a sales-led, enterprise-focused go-to-market model with quote-based, per-engagement pricing and recurring subscription-style polling contracts.

The company is built around a proprietary technology stack comprising the Ipsos iSay authenticated panel (6M+ respondents), the Ipsos Data Labs analytics platform, and the Ipsos.Digital research delivery platform, complemented by named research products including the Political Monitor, the Issues Index, and The Edge brand-performance framework. Recent acquisitions of BVA BDRC, ESA Retail, and Alligator (December 2025) extended the firm's sector expertise, retail channel analytics, and online operations capability. Marketing and distribution rely on thought leadership through the Insights Hub and Ipsos Thinks, events and webinars, and direct client engagement with enterprise and government buyers.

Ipsos MORI monetizes through professional services engagements (custom research projects for government and corporate clients) and recurring tracking work (continuous public opinion polling, consumer sentiment tracking, and brand health monitoring). Customer segments are primarily vertical — Government and Public Sector and Corporate/Enterprise — with secondary work across healthcare, retail, sport, and cybersecurity risk. The firm's differentiators are its scale of proprietary panel data, established brand credibility in polling and policy research, and global reach combined with local in-country execution.

Name

Ipsos MORI

Legal name

Ipsos

Website

https://ipsos-mori.com

Company type

Public

Founded year

1975

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Ipsos MORI is the UK arm of Ipsos Group, a global market research and public opinion firm serving 5,000+ clients across 90 markets, including UK government departments, consultancies, pharmaceutical companies, and large enterprises, via commissioned research, ongoing polling, and a 6M+ respondent proprietary panel.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Research Projects: Commissioned research projects for government and corporate clients on specific topics such as cybersecurity, healthcare attitudes, and public opinion polling
2. Ongoing Polling and Tracking Studies: Continuous public opinion monitoring services for media, government, and corporate clients including political polling and consumer sentiment tracking

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Ipsos MORI is a B2B market research and public opinion company that delivers commissioned research projects, ongoing tracking studies, and syndicated polling services to government agencies and large corporations. The company operates a proprietary authenticated panel of 6M+ respondents and combines this panel with survey platforms, data analytics tools (Ipsos Data Labs), and digital research capabilities (Ipsos.Digital) to provide evidence-based insights on society, markets, and people across 90 markets.

Product overview

Ipsos MORI is a global market research and public opinion company operating across 90 markets with 5,000+ clients and over 6 million authenticated panelists. The company offers a multi-product portfolio including core polling and survey platforms (Political Monitor, Issues Index, UK Opinion Polls), proprietary panel infrastructure (Ipsos iSay), advanced data analytics (Ipsos Data Labs), digital research tools (Ipsos.Digital), and brand research solutions (The Edge). Recent acquisitions including BVA BDRC, ESA Retail, and Alligator have expanded Ipsos's sector expertise, online operations capability, and channel performance analysis. The company positions itself as delivering reliable information for understanding Society, Markets and People.

Differentiator

Problem solved

Functional benefit

Brands

• Ipsos Data Labs: Data analytics and insights platform offering advanced research capabilities
• Ipsos iSay
• Ipsos.Digital

Products and services

• Ipsos iSay

Quantifiable outcome

• Conducted research profiling procurement roles and identifying barriers to enforcing cybersecurity requirements with suppliers
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Leaps by BayercoreStrategic or Co-development PartnerCollaborated with Boston Consulting Group and Ipsos UK to produce a report on building trust in cell and gene therapies, based on 21 interviews with participants in China, Germany, and the United States. Findings carry commercial implications for biopharma companies.
• Boston Consulting GroupcoreStrategic or Co-development PartnerJoint collaboration with Ipsos UK on healthcare research, specifically the cell and gene therapies trust report. Combined expertise from management consulting and market research perspectives.
• UK Department for Science, Innovation and Technology (DSIT)coreImplementation/ SI/ Consulting PartnerCommissioned Ipsos UK to conduct research on how private-sector organizations manage cybersecurity risks in their supply chains. Research aims to develop practical resources including a supplier management handbook.
• DeloittecoreStrategic or Co-development PartnerCommissioned Ipsos UK to conduct the State of the State report poll examining Britons' attitudes toward AI in public services, exploring concerns about human contact, oversight, and job impacts.
• Re:StateminorStrategic or Co-development PartnerThink tank collaboration on the State of the State report, providing policy perspective alongside Deloitte's consulting expertise and Ipsos' research capabilities.
• Sport EnglandcoreStrategic or Co-development PartnerSport England selected Ipsos Mori to facilitate workshops and showcase the 'Finding your Feet' fall prevention programme as a featured case study due to its success and diverse partnership model.
• British JudominorStrategic or Co-development PartnerCollaborative delivery of the 'Finding your Feet' fall prevention programme with British Judo, which hosted a workshop facilitated by Ipsos Mori for Sport England.
• University of HertfordshireminorStrategic or Co-development PartnerAcademic partner that originally developed the 'Finding your Feet' programme, which teaches judo-based falling techniques to reduce injury risk for older people and those with conditions such as Parkinson's disease.

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Nielsen: Nielsen is a global measurement and data analytics company offering consumer research, audience measurement, and media insights, overlapping directly with Ipsos MORI's market research and audience intelligence offerings.
• GfK: GfK is a major global market research firm providing consumer intelligence, media measurement, and sector-specific research, directly competing with Ipsos MORI in commissioned research and consumer panels.
• Gallup: Gallup is a global analytics and advisory firm specializing in public opinion polling, employee engagement, and well-being research, directly competing with Ipsos MORI's polling and government research capabilities.
• Savanta: Savanta is a UK-based market research agency offering custom research, brand tracking, and sector insights, competing with Ipsos MORI particularly in the UK enterprise market research segment.
• BMG Research: BMG Research is a UK social and market research firm offering polling and custom research, directly competing with Ipsos MORI on UK political polling and public sector commissions.
• Mintel: Mintel is a global market intelligence agency providing syndicated and custom consumer research, competing directly with Ipsos MORI's corporate consumer insights and sector research offerings.
• Kantar: Kantar is one of the world's largest market research and insights firms, directly competing with Ipsos MORI across brand tracking, consumer panels, and public opinion research for enterprise and government clients globally.
• YouGov: YouGov is a UK-based public opinion and market research firm with a large proprietary online panel, competing directly with Ipsos MORI on political polling, consumer research, and syndicated tracking studies.

Emerging players

• Qualtrics: Qualtrics is an experience management platform offering DIY survey and research capabilities; it competes with Ipsos MORI by enabling enterprise clients to conduct research in-house rather than commissioning external firms.
• Dynata: Dynata operates one of the largest first-party data and online panel networks globally, providing sample and data collection infrastructure that competes with Ipsos MORI's Ipsos iSay panel at the research supply layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights6 records

Customer concentration

• Xx.com/ipsosmori
• Facebookfacebook.com/ipsosmori
• LinkedInlinkedin.com/company/ipsos-mori

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 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 MORI