Ipsos Maintains Market Research Innovation Lead with AI Focus

NEW YORK, NY – November 17, 2025

Leading Through Innovation

Global market research and polling company Ipsos has secured the #1 ranking for innovation in the insights and analytics industry for the third consecutive year, according to the 2025 GRIT Top 50 list. This achievement underscores the firm's commitment to technological advancement, particularly in the realm of Artificial Intelligence (AI), and its ability to deliver valuable insights in an increasingly complex and rapidly evolving market landscape. The company’s consistently high ranking highlights a strategic focus on not just keeping pace with, but actively shaping, the future of market research.

“The GRIT ranking isn’t just about recognizing past achievements,” explains one industry analyst. “It’s about demonstrating a clear vision for the future and delivering solutions that address the challenges businesses face today. Ipsos appears to be doing both.”

The AI-Powered Advantage

Ipsos' sustained leadership is directly linked to significant investments in AI-powered research solutions, including its agile, on-demand DIY research platform, Ipsos.Digital, and the exploration of synthetic data and ‘digital twins’ for modeling consumer behavior. These technologies are enabling the firm to accelerate insight generation, improve data accuracy, and provide clients with a deeper understanding of their target audiences.

“Clients are demanding faster, more nuanced insights than ever before,” says a source within Ipsos. “AI isn’t about replacing our researchers; it’s about empowering them with tools that allow them to focus on the strategic, high-value work that truly makes a difference.”

The firm’s deployment of AI extends beyond simple automation. Ipsos is leveraging machine learning for predictive analytics, sentiment analysis, and the development of advanced modeling capabilities. This allows the company to anticipate market trends, identify emerging opportunities, and provide clients with a competitive edge. Furthermore, a commitment to data privacy and security, utilizing synthetic data where appropriate, allows Ipsos to offer innovative solutions while adhering to the highest ethical standards.

Navigating a Volatile Market

The timing of Ipsos' continued success is particularly noteworthy, given the current global economic climate. Businesses are facing unprecedented levels of uncertainty, fueled by geopolitical tensions, supply chain disruptions, and rapidly changing consumer behaviors. In this environment, reliable and actionable insights are more critical than ever.

“Companies need to be agile and adaptable to survive and thrive,” says an industry consultant. “Ipsos’ ability to provide clients with a clear understanding of market dynamics and consumer preferences is invaluable in these turbulent times.”

The 2025 GRIT report notes a growing emphasis on “proven resilience over flashy novelty,” suggesting that clients are increasingly valuing firms that can deliver consistent, reliable results, rather than simply chasing the latest technological trends. Ipsos’ sustained success is a testament to its ability to strike this balance, combining cutting-edge innovation with a steadfast commitment to quality and client service.

The Human Element Remains Key

Despite the growing prominence of AI, Ipsos emphasizes that the human element remains crucial to its success. The firm believes that AI should be used to augment, not replace, the expertise of its research professionals. Skilled researchers are essential for interpreting data, identifying patterns, and drawing meaningful conclusions.

“Data is just data without the right context and interpretation,” says a source within Ipsos. “Our researchers bring a wealth of experience and domain expertise to the table, allowing us to deliver insights that are both accurate and actionable.”

The firm’s approach to innovation is rooted in a deep understanding of consumer behavior and the factors that drive decision-making. This allows Ipsos to go beyond simply collecting data and to provide clients with a holistic understanding of their target audiences. A blend of data-driven analysis and qualitative understanding provides a more complete and valuable service.

“It’s about combining the power of AI with the art of human understanding,” says an industry analyst. “Ipsos seems to have mastered this delicate balance.”