You’ve probably seen the name Ipsos flash across your TV screen during an election or cited in a news article about how everyone is suddenly obsessed with air fryers. It’s everywhere. But honestly, most people think they’re just "the polling people."
That's a mistake.
While they do a ton of political polling, that’s actually a small slice of what they do. Founded in France back in 1975 by Didier Truchot, Ipsos market research company has grown into a global behemoth with a presence in 90 markets. They aren't just counting heads; they are trying to figure out why humans do the weird things we do.
Why Ipsos Market Research Company Still Matters in 2026
In a world drowning in "big data," you’d think a traditional research firm would be obsolete. It's actually the opposite. Algorithms are great at telling a brand what happened, but they are notoriously terrible at explaining why.
Ipsos thrives in that "why."
As of early 2026, the company is leaning hard into what they call "HI + AI"—the marriage of Human Intelligence and Artificial Intelligence. They aren't just letting a bot write reports. They’re using AI to crunch massive datasets while human experts "follow the emotional breadcrumbs" to find insights that a machine would miss.
The Real Scope of Their Work
If you look at their 2025 financial reports, the "Citizens" (public affairs) segment actually saw some volatility due to global political shifts. Meanwhile, their "Doctors & Patients" and "Consumer" sectors remained the engines of the business.
- Healthcare: They are currently deep into "longevity medicine" and how the GLP-1 revolution (think Ozempic) is reshaping not just pharma, but the entire food industry.
- Public Opinion: Their What Worries the World survey is still the gold standard for tracking global anxiety. In January 2026, 71% of people globally felt optimistic about the year ahead, despite 66% saying 2025 was a "bad year" for their country.
- Retail and Brands: They help companies figure out if a new packaging design will actually make you grab it off the shelf or just walk past.
The AI Pivot: It's Not Just a Buzzword
Everyone is talking about AI. Ipsos is actually building with it. They recently launched Ipsos Facto, a secure generative AI platform that lets their researchers analyze qualitative data at a speed that used to be impossible.
They're even experimenting with synthetic data.
Basically, they use AI to create "digital twins" of consumer segments. This allows brands to test ideas on a virtual audience before spending millions on a real-world launch. It sounds like science fiction, but in their healthcare research, they’ve reached 98.2% accuracy in synthesizing data for niche cancer treatment groups.
That’s huge. It means they can get insights on rare diseases without needing to find a thousand real patients for every single tiny test.
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Who is Running the Show?
Ben Page, the longtime CEO known for his blunt and often colorful takes on global trends, transitioned the leadership recently. Jean-Laurent Poitou took the reins as CEO in late 2025. This move signaled a shift toward even more aggressive digital transformation.
The goal? Moving from being a "data supplier" to a "strategic partner."
What the Data is Telling Us Right Now
If you want to know where the world is heading, you look at the Ipsos market research company predictions for 2026. Their latest 30-country study revealed some wild shifts in the human psyche:
- The "Glow Up" Trend: About 60% of people plan to spend more time on their physical appearance this year. Gen Z is leading the charge here, while Boomers are... less interested.
- Public Unrest: 59% of people expect large-scale protests in their countries this year. People are fed up with the cost of living, and the data shows it.
- The Environment: 78% expect global temperatures to rise further. There is a "measured pessimism" becoming the baseline for global citizens.
Is Ipsos Actually Better Than the Competition?
It depends on what you need. If you're a startup looking for a quick, cheap survey, you might use Suzy or Attest. If you want to know how many people watched a specific show, you go to Nielsen.
But if you are a multinational corporation trying to understand how a "new conservative wave" among Gen Z men in Europe will affect your brand's ESG strategy? That’s an Ipsos job.
Their strength is their Global GMU (Global Modelling Unit). These are the data scientists who make sure the math actually holds up across different cultures. You can't just translate a survey from English to Japanese and expect it to work; the cultural nuances change the answers. Ipsos gets that.
Actionable Insights for Your Business
If you’re looking to leverage the kind of thinking the Ipsos market research company uses, you don't necessarily need their multi-million dollar budget. You can start by applying their "Total Understanding" framework:
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- Don't ignore the "Citizens" side of your customers: People don't just buy things as "consumers." They buy things as citizens with political views, environmental fears, and family pressures.
- Watch the "Longevity Shift": If you’re in food, tech, or wellness, the aging population isn't just a demographic—it's a complete shift in how products need to be designed.
- Audit your AI: If you're using AI for research, ask if it's catching the "emotional breadcrumbs" or just summarizing text. If it's the latter, you're missing the most important part.
The 2026 landscape is defined by "affective polarization"—people are moving into camps and staying there. Navigating this requires more than just a spreadsheet. It requires a deep, almost uncomfortably honest look at human behavior.
Next Steps for Your Research Strategy
- Review your audience segmentation: Are you still using basic demographics like age and zip code? Move toward "value-based" segmentation.
- Test for "Optimism Bias": When surveying your customers, remember that people are currently optimistic about their own lives but pessimistic about their country. Adjust your messaging to reflect that personal agency.
- Explore Synthetic Data: If you are dealing with a niche market where recruitment is expensive, look into AI-augmented data boosting to fill the gaps in your knowledge.