Ipsos Unveils Global Study of ‘Market Multipliers’ – and LatAm’s Rising Influence

By Stephanie Lewis

NEW YORK – Ipsos, a global leader in market research, today announced the expansion of its influential consumer study, “Ipsos Global Influentials,” to include key Latin American markets – Argentina, Brazil, and Mexico. The expanded study aims to identify a critical segment of consumers driving purchase decisions and setting trends, dubbed “market multipliers,” and understand their unique behaviors across the globe. The findings, coupled with analysis of current economic trends, suggest a significant and growing opportunity for brands willing to understand and cater to these influential demographics.

Beyond the Early Adopters: Identifying ‘Market Multipliers’

The study moves beyond simply identifying early adopters of new products and services. Ipsos defines “market multipliers” as individuals who not only embrace innovation but actively influence the purchasing decisions of a wider network – family, friends, and even online communities. “These aren’t just trend followers; they are the trendsetters,” explained one industry analyst. “They have a disproportionate impact on market direction.”

The research reveals that roughly 80% of these “influentials” actively impact purchasing decisions across 20+ categories, highlighting their broad reach. Importantly, nearly 70% are early adopters, suggesting a strong correlation between being a first mover and wielding influence.

“Understanding this segment is critical for brands looking to maximize their marketing ROI,” an Ipsos spokesperson stated in the press release. “It’s not about reaching the largest audience; it’s about reaching the right audience – those who can amplify your message and drive adoption.”

Latin America: A Rising Opportunity
The inclusion of Argentina, Brazil, and Mexico in the Ipsos study is a strategic move, reflecting the growing economic importance and shifting consumer landscape in the region. While mature markets like North America and Europe remain crucial, Latin America offers a unique combination of factors: a rapidly expanding middle class, increasing digital penetration, and a youthful demographic eager to embrace new technologies.

“Latin America is no longer a peripheral market; it’s becoming a key driver of global growth,” said an economic analyst specializing in emerging markets. “The region presents a substantial opportunity for brands willing to invest in understanding local nuances and tailoring their strategies accordingly.”

However, navigating the Latin American market isn't without its challenges. Economic volatility, particularly in Argentina, requires careful risk assessment. Moreover, diverse cultural norms and consumer behaviors across the region necessitate localized marketing campaigns. “A one-size-fits-all approach simply won’t work,” one marketing executive cautioned.

The Power of Influence in a Digital Age
The growing influence of social media and online communities is further amplifying the impact of these “market multipliers.” Individuals can now reach vast audiences with a single post or review, shaping perceptions and driving purchasing decisions in real-time.

“The traditional marketing funnel is being disrupted,” noted an expert in digital marketing. “Influence is becoming increasingly decentralized, and brands need to adapt to this new reality.”

Ipsos’s research indicates that “influentials” are heavily engaged on social media platforms and actively seek out information and reviews before making purchasing decisions. This underscores the importance of investing in influencer marketing and building authentic relationships with key opinion leaders.

Sector Focus: AI & Finance as Innovation Hotspots

The study also highlights the growing influence of “market multipliers” in specific sectors, particularly artificial intelligence (AI) and finance. These industries are undergoing rapid transformation, driven by technological innovation and changing consumer expectations.

“AI and finance are sectors where innovation is happening at breakneck speed,” explained a tech industry analyst. “Influentials in these sectors are early adopters of new technologies and actively shape the conversation around their potential impact.”

The confluence of increased AI adoption and financial innovation is creating a unique opportunity for businesses in these areas. Ipsos’s focus on these sectors reflects its understanding of the importance of catering to “market multipliers” to drive growth and innovation.

Beyond Demographics: Understanding the ‘Why’ Behind Influence

While demographic data provides valuable insights, Ipsos’s research goes beyond simply identifying who the “market multipliers” are. It also seeks to understand why they wield such influence. This involves exploring their values, motivations, and information-seeking behaviors.

“It’s not enough to know their age and income,” explained an Ipsos research scientist. “We need to understand what drives their purchasing decisions, what information they trust, and how they interact with brands.”

The research suggests that “market multipliers” are more likely to be motivated by authenticity, transparency, and social responsibility. They are also more likely to be actively engaged in online communities and seek out information from trusted sources.

The Future of Influence

As the world becomes increasingly connected, the influence of these “market multipliers” is only likely to grow. Brands that can successfully identify and engage with this critical segment will be well-positioned to thrive in the years ahead. Ipsos’s expanded study provides valuable insights for businesses looking to navigate this evolving landscape and capitalize on the power of influence. The combination of a global scope, regional insights (particularly for Latin America), and a deep dive into consumer motivations positions Ipsos to remain a leader in understanding the forces shaping consumer behavior.