Ipsos I&O largest market research company in the Netherlands

Ipsos I&O for the first time overall at number one

The annual Trend Report of market research agencies from Data & Insights Network (formerly MOA: Market Research Association) shows that Ipsos I&O is the largest agency in the Netherlands. In the 2024 edition, Ipsos and I&O Research were still listed separately and occupied positions 3 and 9, respectively.

Both the public branch of Ipsos I&O and the teams that focus on business had a good year in 2024 and continued to grow. The organisation was streamlined, Gerben Huijgen took on the role of Country Manager, and the company presented itself jointly to clients and relations at the Ipsos I&O Festival and at the MIE.

Ipsos I&O as a whole grew by 9 percent in 2024 and is now overall the largest and - we think - the strongest research agency in the Netherlands. 

 I am proud of our entire team of 250 Ipsos I&O colleagues, who make an impact every day with leading and innovative research for our clients, in both the public and private sectors.

Gerben Huijgen - Country Manager Ipsos I&O

Again largest in the public sector

I&O Research has been the largest agency in the public sector (government & non-profit) since 2013. Ipsos I&O Public has solidified this position and further distanced itself from the numbers two through five. They conduct research for almost all major players in government, implementing organisations, and knowledge institutions. They reaffirmed their claim of high-quality data collection with large assignments such as the Safety Monitor, Nemesis, and Public Transport Customer Barometer. In policy research, they are increasingly bringing substantively complex projects to a successful conclusion, and more often in the role of experts and advisors.

In the field of opinion and voter research, Ipsos I&O is a leader and has added a new service to the public with their vodcast Peilpraat. They offer clients and society insights based on reliable, representative research, which is essential in times of disinformation and fake news.

Ipsos has been the most innovative insights agency in the world for years. At Ipsos I&O, they apply GenAI in their work processes and research methods.

In addition to the public sector, Ipsos I&O also ranks first in the categories of active and passive data collection. For 'passive measurement', this is partly due to the large-scale National Media Survey (Nationaal Media Onderzoek (NMO)), in which the listening behaviour of Dutch people aged 13 and older is measured in a very innovative way using passive measurement technology.

In the categories of Healthcare, Communication Research, FMCG, and product testing, they are at least in the top 10.