Ipsos’ Commitment to Data Quality

Ipsos is committed to maintaining the highest standards of market research quality, driven by our fundamental value of integrity. We are continuously refining our systems and processes and leveraging advanced technologies, including automated real-time fraud detection measures, to ensure data accuracy and reliability.

In order to protect quality, unlike many major agencies we have always aimed for end to end ownership of the means of data production, from sampling, fieldwork, and analysis through to reporting, so that all elements are under our control.

Our data protection systems are industry-leading, and we regularly benchmark them against peers’.

We are well aware of the increasing sophistication of AI-enabled fraud online. As a result, we have implemented stringent multi-factor authentication and ID verification processes for our I Say panel members. These measures ensure that our quality standards for online research consistently surpass those of sample aggregators and most independent sample providers.

We regularly blacklist suppliers that fail to meet our standards. We annually blacklist circa 10-20 sample and panel providers, and in total 200 providers are currently blocked from use by Ipsos teams:  we prioritize our own I-Say panel for the majority of our surveys, because experience shows it is most reliable.

Data quality is and always has been a paramount and non-negotiable imperative at Ipsos over the last 50 years, whether data are collected face to face, by telephone or online.  We retain the ability to collect real world data in 90 countries globally because in an age of AI, knowing where your data come from is more important than ever.