Ipsos
Corporate brand
UnclaimedA multinational market research and consulting group providing survey research, audience measurement, opinion polling, data analytics, and strategic insight.
Last updated August 31, 2026
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Overview
Ipsos Group S.A. is a Paris-headquartered multinational market research and consulting company. Founded in France in 1975 by Didier Truchot, the business initially focused on advertising and media research, developing tools to measure the effectiveness of outdoor advertising and the readership habits of professional audiences. It later expanded into public opinion research, customer and brand studies, audience measurement, healthcare research, social and political polling, and data-driven consulting. The company grew from a French specialist into an international research network largely through acquisitions and partnerships. During the 1990s it established or acquired operations in major European markets, including Spain, Italy, Germany, the United Kingdom, and Central Europe. It subsequently expanded into Latin America, North America, and Asia-Pacific. Important transactions included the acquisition of Novaction businesses in Argentina, Brazil, and Mexico in 1997, ASI Market Research in the United States in 1998, and Angus Reid in Canada, which became Ipsos-Reid, in 2000. Ipsos also acquired the MORI business in the United Kingdom in 2005, creating Ipsos MORI, and acquired Aegis Group’s Synovate division in 2011. The Synovate transaction substantially increased Ipsos’s global scale and made it one of the world’s largest research agencies. Ipsos became publicly traded on Euronext Paris on 1 July 1999. Its services are delivered through a mixture of syndicated studies, customized projects, recurring trackers, probability-based and opt-in panels, qualitative research, digital measurement, and consulting. Depending on the market, the company conducts telephone, face-to-face, online, mobile, and other forms of research. In the United States, its KnowledgePanel uses address-based sampling to recruit households and provides internet access where necessary, with survey results weighted against official demographic benchmarks. The group serves consumer goods, financial services, automotive, retail, healthcare, technology and telecommunications, media, public-sector, political, and other clients. Its branded capabilities include Ipsos UU for qualitative and user understanding work, Ipsos MMA for marketing measurement and analytics, Ipsos Digital for digital research and data collection, and Synthesio for social intelligence and listening. Country operations have also used local names, including Ipsos MORI in the United Kingdom until 2022 and Ipsos Reid in Canada. Didier Truchot became chairman after stepping down as chief executive in 2021, when Ben Page became CEO. Ipsos reported offices in 87 countries and approximately 20,000 employees in the mid-2020s. Its current identity combines large-scale international fieldwork with sector expertise, polling, analytics, and advisory services. Like other research companies, Ipsos has faced scrutiny over polling performance, data-commercialization proposals, and the methodological limitations inherent in forecasting elections and measuring public opinion.
History
Ipsos was established in France in 1975 by Didier Truchot, who had previously worked at the Institut français d’opinion publique. The company initially concentrated on research for advertising and media organizations. In 1977 it introduced the Baromètre d’Affichage, designed to evaluate outdoor advertising effectiveness, and in 1979 it launched France des Cadres Actifs, a study of reading patterns among French executives. The business later broadened into opinion research under the leadership of Truchot and Jean-Marc Lech and became one of France’s important media and public-opinion research firms by the end of the 1980s. During the 1990s, Ipsos pursued European growth through acquisitions and entered Spain, Italy, Germany, the United Kingdom, and Central Europe. In 1992 it opened its capital to outside investment while Truchot and Lech retained substantial control. Mid-decade investors included Artemis and Amstar, whose participation helped finance a wider international strategy. Ipsos entered Latin America through Novaction operations in Argentina, Brazil, and Mexico in 1997, and North America through the acquisition of ASI Market Research in 1998. It listed on Euronext Paris in 1999, giving the group additional capital for expansion. Around the same period it participated in the MMXI Europe internet-audience venture and acquired NFO subsidiaries involved in access panels. The Canadian Angus Reid acquisition was completed in 2000 and the operation became Ipsos-Reid. The company continued to assemble a global network in the 2000s. In the United Kingdom, Ipsos acquired Research Services Ltd., whose roots went back to 1946, and later bought MORI in 2005 for a reported £88 million, combining the businesses as Ipsos MORI. The group also developed partnerships in media and economic polling, including a 2009 arrangement with Thomson Reuters to conduct multinational surveys for publication through Reuters. A major turning point came in October 2011, when Ipsos acquired Synovate from Aegis Group. The transaction greatly increased geographic reach and research capacity and positioned Ipsos as the world’s third-largest research agency according to the contemporary account. In 2018 Ipsos acquired Synthesio, adding a specialized social intelligence and listening platform. Local brands were gradually consolidated: Ipsos MORI in the UK adopted the shorter Ipsos name in 2022, while the Canadian operation formerly known as Ipsos Reid also operates under the global Ipsos identity. Leadership changed in November 2021 when Ben Page became chief executive and Didier Truchot moved into the chairman role. Ipsos subsequently expanded its business-to-business capabilities through the acquisition of Xperiti in 2023. Its operating model combines customized client work with recurring syndicated studies, panels, qualitative programs, digital research, public polling, audience measurement, and analytics. In the mid-2020s the group reported operations in 87 countries and approximately 20,000 employees. Its history reflects the broader transformation of market research from traditional interviewing and media measurement toward integrated digital data, social intelligence, behavioral analytics, and advisory services.
- 2023
Xperiti acquisition
[1]Ipsos acquires a New York-based business-to-business research company.
- 2022
Ipsos MORI rebrands as Ipsos
[1]The UK operation adopts the group’s shorter global brand name.
- 2021
Ben Page becomes CEO
[1]Ben Page succeeds Didier Truchot as chief executive, with Truchot remaining chairman.
- 2018
Synthesio acquisition
[1]Ipsos adds Synthesio’s social intelligence and listening capabilities.
- 2011
Synovate acquisition
[1]Ipsos acquires Aegis Group’s Synovate division, significantly increasing global scale.
- 2005
MORI is acquired and merged with Ipsos UK
[1]The British businesses combine under the Ipsos MORI name.
- 2000
Angus Reid becomes Ipsos-Reid
[1]The Canadian business acquired by Ipsos is renamed Ipsos-Reid.
- 1999
Euronext Paris listing
[1]Ipsos becomes a publicly traded company on 1 July.
- 1998
Entry into North America
[1]Ipsos acquires ASI Market Research in the United States.
- 1997
Entry into Latin America
[1]Ipsos acquires Novaction operations in Argentina, Brazil, and Mexico.
Products and positioning
An independent, globally scaled market research and evidence-based consulting partner combining survey data, qualitative insight, audience measurement, analytics, and sector expertise.
Digital research
Ipsos Digital
A digital research and data-collection capability supporting online surveys, rapid studies, mobile research, and other technology-enabled approaches. It forms part of Ipsos’s effort to combine scalable fieldwork with automated or digitally delivered research workflows.
Marketing analytics
Ipsos MMA
A marketing measurement and analytics offering used to evaluate marketing effectiveness, connect investment with business outcomes, and inform allocation decisions. It reflects Ipsos’s expansion beyond data collection into modeling, attribution, optimization, and decision support.
Qualitative research
Ipsos UU
Ipsos’s qualitative and user-understanding practice. It uses interviews, observation, group work, communities, and related methods to explore consumer motivations, experiences, needs, and reactions to products, services, brands, and communications.
Social intelligence
Synthesio
A social intelligence and social listening platform acquired by Ipsos in 2018. The service helps organizations monitor online conversation, identify themes and signals, and use social data alongside other forms of market and reputation research.
Survey panel
KnowledgePanel
Ipsos’s US probability-based online panel. Households are recruited using address-based sampling, and members may receive internet access when needed. Researchers draw general-population or targeted samples and weight results using demographic information and official US survey benchmarks.
Opinion research
Public opinion polling
Ipsos conducts political, economic, social, and public-policy polling in multiple countries. Projects may use telephone, face-to-face, online, mobile, or mixed methodologies, with sampling and weighting approaches tailored to the population and research question.
Controversies
2013
Proposed commercialization of anonymized mobile data in the UK
News reporting examined discussions involving Ipsos MORI, EE subscriber data, and possible reports for organizations including the Metropolitan Police. Ipsos stated that it received anonymized information and supplied only aggregated results covering groups larger than 50 people. The Metropolitan Police said it would not proceed with the discussions.
Marketing campaigns
- 2009Ipsos–Thomson Reuters multinational polling partnership
Global
Ipsos partnered with Thomson Reuters on cross-national polling covering consumer issues, politics, and economic confidence, with results distributed through Reuters.
Outcome. Expanded the public visibility and international distribution of Ipsos polling.
Brand decisions
2023
Acquisition of XperitiM&ABackground
Ipsos aimed to strengthen its business-to-business research offering.
Action taken
Ipsos acquired New York-based B2B research company Xperiti.
Aftermath
The transaction expanded Ipsos’s capabilities in business and professional-audience research.
2022
UK brand consolidationStrategyBackground
The UK operation had traded as Ipsos MORI since the 2005 merger with MORI.
Action taken
The business shortened its public name to Ipsos.
Aftermath
The change aligned the UK operation more closely with the group’s global brand architecture.
2021
Leadership transitionStrategyBackground
After leading Ipsos since its foundation, Didier Truchot moved from the chief executive role.
Action taken
Ben Page became CEO and Truchot remained chairman.
Aftermath
The transition preserved founder involvement while placing day-to-day executive leadership with a new CEO.
2018
Acquisition of SynthesioM&ABackground
Demand was increasing for digital conversation monitoring and social intelligence.
Action taken
Ipsos acquired Synthesio.
Aftermath
Ipsos added a dedicated social listening and intelligence capability to its research portfolio.
2011
Acquisition of SynovateM&ABackground
Ipsos sought greater global scale and broader capabilities in a consolidating research-services industry.
Action taken
Ipsos acquired Aegis Group’s Synovate division.
Aftermath
The combined organization became one of the world’s largest research agencies and materially broadened Ipsos’s international footprint.
1999
Public listing to fund international expansionStrategyBackground
Ipsos was expanding beyond France and needed capital to support acquisitions, partnerships, and geographic growth.
Action taken
The company listed on Euronext Paris on 1 July 1999.
Aftermath
The listing provided a platform for continued expansion across the Americas, Asia-Pacific, and Europe.
Recent events
Reported
Ipsos appoints Hamish Munro global head of local client organisation[3]
Ipsos appointed Hamish Munro, its current CEO of APEC, as global head of local client organisation.
Reported
Ipsos appoints Lifeng Liu as APAC chairman and CEO[3]
Ipsos appointed Lifeng Liu as chairman and CEO of its Asia Pacific and China (APAC) region, which brings Asia Pacific and Greater China together under a single leadership structure.
Ipsos announces Mitch Barns’ appointment as Chairman and CEO, Americas[4]
Ipsos announced that Mitch Barns would become Chairman and CEO, Americas, effective November 2, 2026. In the role, he will serve as CEO of Ipsos in the US and oversee its activities across Canada and Latin America.
Ipsos announces Mary Ann Packo’s planned departure[4]
Ipsos announced that Mary Ann Packo was preparing to leave the company at the end of November. She would work alongside Mitch Barns to ensure a handover.
Reported
JCDecaux and Ipsos partner on customer feedback program[5]
JCDecaux partnered with research firm Ipsos to create a customer feedback program called JCDecaux Voice.
Reported
Ipsos announces acquisition of Karian and Box[6]
Ipsos announced its acquisition of UK employee research and experience specialist Karian and Box.
Reported
Ipsos announces agreement to acquire Infotools[7]
Ipsos announced that it had entered into an agreement to acquire Infotools, a software and digital services provider specializing in market research data.
Reported
Ipsos announces Ipsos Digital self-service platform for Australia[8]
Ipsos announced plans to launch Ipsos Digital, a self-service market research platform, in Australia. The platform is described as providing clients access to Ipsos's global research capabilities and online panels.
Reported
Ipsos and RealityMine announce partnership[9]
Ipsos announced a partnership with RealityMine to launch Ipsos iris, an online audience measurement standard.
Reported
Ipsos announces planned launch of Ipsos iris[9]
Ipsos announced that Ipsos iris, an online audience measurement standard developed with RealityMine, would launch from January 2021.
Sources11 sources
- 1Ipsosen.wikipedia.org
- 2Ipsos official websiteipsos.com
- 3益普索任命哈米什·芒罗为全球本地客户组织负责人campaignindia.in
- 4Ipsos宣布任命Mitch Barns为美洲区董事长兼首席执行官investegate.co.uk
- 5JCDecaux与Ipsos合作推出客户反馈计划mumbrella.com.au
- 6Ipsos宣布收购Karian and Boxfinanznachrichten.de
- 7Ipsos宣布达成收购Infotools的协议finance.yahoo.com
- 8Ipsos宣布将在澳大利亚推出Ipsos Digital自助平台mumbrella.com.au
- 9Ipsos与RealityMine宣布合作mumbrella.com.au
- 10Ipsos 推出 Ipsos.Digitalfinanznachrichten.de
- 11Ipsos launches self-serve platform | News | Research liveresearch-live.com
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