Ipsos
Market research group with panels, analytics and self-service insight tools.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Ipsos Group S.A.
- Entity type
- COMPANY
- Founded
- 1975
- Headquarters
- 35, rue du Val-de-Marne 75013 Paris
- Company size
- >5,000
- Market role
- Agency & Consultancy
- Ticker
- IPS.PA
- Official website
- ipsos.com
What Ipsos does
Ipsos operates a hybrid insights model combining managed research services, owned data collection assets and software-enabled delivery. It creates value by recruiting and maintaining respondent panels, applying survey methodology and analytics, and packaging those capabilities into custom studies, recurring trackers, syndicated products and self-service research tools. Bolt-on acquisitions add specialist capabilities that can be distributed across the wider client base.
Category differentiation
Ipsos is a market research and polling company, not an advertising platform or consumer media brand. Its consumer-facing survey communities are data collection assets supporting paying enterprise and institutional clients.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Ipsos is a France-headquartered public market research and polling company that sells insight services, proprietary research panels, audience measurement capabilities and digital research software to enterprises, governments, academics and other institutional buyers. Its core offer spans custom project work, access to statistically robust panels such as KnowledgePanel, consumer respondent communities such as Ipsos iSay, and faster self-service research through Ipsos.Digital. The company makes money through a blend of project-based research fees, subscription or recurring access to panels and syndicated data assets, and software-style pricing for digital research tools. Its customers are primarily business and institutional research buyers rather than consumers, even where the company operates consumer-facing respondent communities to source data for clients.
Company news briefing
Briefing updated:
As the EU AI Act's transparency rules enter into force, recent Ipsos research highlights a complex consumer landscape, revealing that while 57% of Germans use AI chatbots as personal advisors, overall trust in AI advertising is eroding and transparent labeling is vital for public acceptance. Expanding its market intelligence portfolio, Ipsos partnered with IWSR on a global beer white paper for AB InBev showing beer's rising share of alcohol servings, collaborated with Snap to track microdrama viewership among social media users, and joined Mark Ritson in a study underscoring the need for enhanced marketing training.
Business model & monetisation
Ipsos monetises through custom research project fees, recurring access to consumer panels and tracking products, syndicated data subscriptions and SaaS-style pricing for self-service research platforms. Pricing is typically linked to study scope, methodology, sample size, data access and platform usage, with additional value captured through long-term client relationships and cross-selling of specialist capabilities.
- Custom market research projects
- Service fees priced by scope, sample and methodology
- Panel and tracker access
- Subscription or recurring data access
- Self-service digital research platform
- SaaS / software subscription or usage-based pricing
- Specialist capabilities from acquired businesses
- Project fees and recurring programme contracts
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
IPSOS MORI UK LTD
IAB vendor record: 896
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 8, 9
- Declared feature IDs
- 3
- Declared special purpose IDs
- 1, 3
- Declared special feature IDs
- 2
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Study: AI Chatbots Becoming Personal Advisors
Conversational AI · Recorded impact score: 3/5
A representative survey published on August 11, 2026, finds that AI chatbots are increasingly used as personal advisors in Germany. Conducted by Ipsos and the Berufliche Schule für Medien und Kommunikation Hamburg (BMK), the survey reports 57% of Germans use chatbots for private matters and 84% usage among 18–34-year-olds. Around one third of users are comfortable sharing personal information with AI; 25% feel better understood by chatbots than by people and 21% assign chatbots a role similar to close friends. Common use cases include physical health, legal questions, nutrition, finance and mental health. The report also highlights persistent concerns about data protection, impacts on human relationships, and users verifying chatbot answers via additional research.
- Survey by Ipsos and the Berufliche Schule für Medien und Kommunikation Hamburg (BMK) published on 2026-08-11.
- 57% of Germans report using AI chatbots for personal/private concerns.
AB InBev Launches 'Cheers to Beer' Campaign as Sales Rise
Brand Campaign / Beverage Marketing · Recorded impact score: 2/5
AB InBev has launched a global creative campaign titled “Cheers to Beer,” created by Wieden+Kennedy, which presents vignettes of people worldwide toasting with the brewer’s beer portfolio ahead of International Beer Day. The campaign accompanies new research commissioned by AB InBev and conducted by Ipsos and IWSR that shows beer’s share of alcohol servings rose from about 46% in 2019 to more than 50% in 2026. AB InBev CEO Michel Doukeris framed beer’s social role as a driver of recent growth: the company reported sales volumes up 0.8% in Q1 (beer sales up 1.2%) and posted a 5.6% revenue increase with 1.1% beer volume growth in Q2. The article notes Bud Light is not featured in the ad and that its sales have been dwindling.
- AB InBev launched the "Cheers to Beer" global campaign created by Wieden+Kennedy.
- The campaign features AB InBev brands including Budweiser, Corona, Michelob, and Stella Artois.
Ipsos 2026: AI Advertising Erodes Consumer Trust
Privacy · Recorded impact score: 3/5
The Ipsos AI Monitor 2026 finds growing consumer skepticism toward AI, particularly when used in advertising. In Germany, three in four respondents say products and services should disclose when they use AI, and more than half report reduced trust in results if generative AI is influenced by advertising. While over half of the population already uses AI tools in daily life, overall confidence in AI outputs is declining and only a small minority fully trust them without verification. Acceptance varies by application: everyday uses (search, ordering) see higher approval, but trust falls sharply for sensitive domains such as health, finance or hiring. The article notes that parts of the EU Commission began requiring transparency in August 2026.
- Ipsos published the Ipsos AI Monitor 2026 survey on public attitudes toward AI.
- Three in four Germans believe products and services must disclose when they are based on AI.
Germans' Views on Labeling AI-Generated Ads
Regulation · Recorded impact score: 5/5
The EU AI Act's transparency rules for AI systems and synthetic content entered into force on 2 August 2026. A new Ipsos study reported in Horizont finds that enthusiasm for AI-generated content in Germany is waning and that transparent labeling is critical for public acceptance of AI-created advertising. The article, written by Svenja Fennel and published on 2026-08-02, frames the EU transparency obligations as a key factor for trust in AI-driven marketing and notes the regulatory stage now applicable to companies using interactive AI systems.
- The transparency rules of the EU AI Act entered into force on 2026-08-02.
- A new study by Ipsos examines German attitudes toward AI-generated content and advertising.
Marketing Should Be Included in UK Technical Education
Marketing Education & Skills · Recorded impact score: 2/5
Sian Conway-Wood argues that marketing should be recognised as a technical discipline within the UK government’s renewed focus on technical education. Citing a study by Ipsos and Mark Ritson that found only 35% of 1,226 practising marketers passed fundamentals, she says the industry has treated marketing as a 'soft skill' for too long. Conway-Wood describes her agency’s recruitment struggles in Hastings, the value she sees in T Levels (two-year technical qualifications with a 315-hour industry placement), and her agency’s role as a placement partner for East Sussex College. She calls on the industry to promote structured training and mentor 16- to 19-year-olds to widen the talent pipeline outside metropolitan centres.
- Ipsos and Mark Ritson tested 1,226 working marketers on fundamentals and found just 35% passed.
- Sian Conway-Wood relocated her agency from Chancery Lane to Hastings and reports recruitment difficulties for entry-level and midweight marketers.
Explore company relationships
Questions about Ipsos
What is Ipsos?
Ipsos is a global market research and polling company that provides custom studies, research panels, analytics and digital insight tools.
Who uses Ipsos?
Its main customers are enterprises, marketers, product teams, governments, academics and professional research buyers needing survey data and analysis.
How does Ipsos make money?
It earns revenue from project-based research fees, recurring panel and syndicated data access, and software-style pricing for digital research platforms.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
19 publicly documented primary sources and citations linked across the market graph.
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