Ipsos Influentials Study Adds Countries, Sector Detail

Ipsos has expanded its Global Influentials (IGI) survey for 2025, promising 'the most comprehensive look yet' at cross-media consumption, brand preferences and attitudes among the top 20% of household incomes and company leaders. Enhancements include new LatAm markets and deep dives into specific sectors.

The global group's study operates continuously, year-round, with more than 140,000 interviews annually, and covers more than 1,500 product brands and 800 media brands. This year Ipsos promises a richer, more actionable dataset for media planning and brand strategy, adding comprehensive data from Argentina, Brazil and Mexico, bringing the total markets covered to 43; dynamic customisation, with enhanced recontact survey options allowing clients to integrate their own custom questions and analyse responses against IGI's huge existing datasets; and new sector-specific intelligence offering deep-dive insights into high-growth sectors, including finance and AI.

The firm says the 2025 results show the group to be trendsetters - 68% are early adopters; influencers - around 80% actively influence the decisions of others across 20 different product and service categories; and 'Bold and Global', with 58% considering themselves 'global citizens' and 47% identifying as risk-takers.

Daniel Wong-Chi-Man (pictured), who is the company's Global Service Line Leader for Audience Measurement, comments: 'In today's fragmented media landscape, shouting louder isn't the answer. The key is talking to the right people. The 2025 IGI survey is the definitive guide to the people who influence business and personal lives. For brands, it's a direct line to their most valuable customers. For agencies, it's the map for high-precision, cross-media planning. And for media owners, it's the proof that their audience truly matters. IGI doesn't just show what these influential people think; it shows how to reach them before the competition does.'

Home page: www.ipsos.com .