Insights and solutions to help you be more inclusive

Our work includes the use of varied methodologies to capture perceptions and experiences on a wide scope of topics, including the role of the media and advertising, inclusion, family and child rearing, health, and the workplace.

While many of these studies are conducted to help guide brands, governments and institutions, we also fund our own research on topics of importance. Further, we have built a team of experts on issues of gender and intersectionality, which ensures that the questions we ask are appropriate, the analysis relevant, and the recommendations impactful.

A selection of our publicly released work is provided below. Please get in touch if you wish to explore our experience or wish to discuss how shifting opinions on diversity, inclusivity and intersectionality is impacting your organization.

SeeHer Partnership | Women in Advertising and the Media | Inclusion Council & Diversity | Being Woman | Women in the Workplace | Women and Covid | Gender Identity | Ipsos Gender Balance Network

SeeHer Partnership

Ipsos is first research member of SeeHer, a growing group of media, marketing and entertainment leaders and influencers united to eliminate gender bias across the industry.

In 2022, SeeHer and Ipsos released a joint whitepaper, Strive for More, focused on female representation in advertising. The report reveals that positive female representation can be beneficial to brands and highlights creative techniques companies can utilize in their advertising development process to create greater success and stronger relationships with consumers.

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Women in Advertising and the Media

Ipsos’ Creative Excellence team knows that advertising that accurately depicts women is also significantly better for business; ads that score well on this dimension outperform on predicted market effects. That’s why we include the Gender Equity Measure GEM® as standard in our assessment products, with benchmarking and best practice advice. Partner with Ipsos Creative Excellence to measure, benchmark and learn. 

Creative Audit

Establish how you are doing on the accurate and realistic portrayal of women in your advertising. How can you advance in this area going forward?

Put 10-50+ ads into Ipsos Creative Spark solution. Get both sales validated KPIs and the Gender Equality Measure (GEM®)

Get results supplemented with our database learning, benchmarks, drivers and best practice.

Ad Assessment with GEM®

Test your creative before going on air with Ipsos Creative Spark. Quickly evaluate and optimize creative in the relevant context. Metrics are sales validated with KPIs connected to real business impact. 

The GEM® module is included as standard in Spark, and results are included in the online dashboard. Ipsos is SeeHer’s Preferred Pre-testing Partner.

Advertising Thought Leadership and Guidance

Learn from our extensive experience in assessing gender depiction in advertising. With 1000s of cases in multiple markets, we give guidance on creative techniques that drive success. In partnership with ANA (The Association of National Advertisers), SeeHer and The Female Quotient we develop thought leadership perspectives and regularly speak at conferences and Equality Lounges. Our next session is on March 12 at SXSW. Join us.

 

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Inclusion Council & Diversity

Ipsos helps brands and organizations understand how to better meet people’s needs in a diverse society. In addition to looking inward at how we conduct research to ensure we are reflecting the population, we also bring to the table our woman-founded Ipsos UU business - a global leader in qualitative research today. This human-centric approach enables our clients to make a positive impact on the lives of women in myriad ways, from improving workplaces, to meeting the healthcare needs of underserved women, to connecting with women across cultures. 

Approach

• We keep Inclusion at the Heart of Qualitative, from who and how we recruit through analysis and reporting. Offers include:
• Giving Inclusion a Voice (GIV) empathy programs to immerse and drive action
• DEI Discovery Pre-Quant modules to interrupt bias

Advantage

Our multi-lens approach and expert Inclusion Council of practitioners provides professional, lived, and academic experience to our DEI research

Examples of Impact

• Improving workplace culture for women: Using on-site observation by anthropologists, we built empathy and identified action to improve culture and career progression for women at our client company.
• Serving Black and LatinX women with breast cancer: Via Inclusion Council experts and digital ethnography, we helped the client identify culturally relevant services for patients.

Inclusion Thought Leadership

We are passionate about a simple belief that it is not enough to be quietly non-racist. We each have, together as a company, a responsibility to be vocally and visibly against systemic racism and its causal effects. That’s why our Inclusion thought leadership series exposes truths in our society and offers tips for a better path forward. Leveraging Ipsos data, and experts from the U.S. and around the world, our detailed research reports explore a wide-range of topics from societal behaviors and shifts, consumer-driven expectations, advertising and brand do’s and don’ts, inequitable access to healthy foods, and more.

Visit our library here – and reach out to experts directly for more advice and tips. Click here to revisit our Inclusion Council on demand webinar series. 

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Being Woman

‘Being Woman’ is a self-funded study driven by the Ipsos’ Centre of Curation. It has already been completed in the US, France and China. The aim is to look at a cultural perspective of femininity and empowerment and provide brands with a better understanding of how to connect and communicate with women across different cultures.

Ipsos brings its experience and knowledge on behaviors to the issues of gender. One example is our unique approach and model to understanding women’s empowerment:

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Women in the Workplace

Ipsos works with clients and organizations to understand the perception and experiences of women in the workplace. We are also proud to partner with the Women’s Forum to conduct their annual barometer focused precisely on the issues facing women in the workplace. 

In addition, each year we conduct research for International Women’s Day. Take a look at our 2023 results here.

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Women and COVID

Whether it be the workplace, home life or family life, the Covid-19 pandemic has been disproportionately challenging for women around the world. The pandemic has also taken a toll on women’s mental health and well-being, particularly women of lower income and those with children in the home. Ipsos has been assessing and speaking out about the need to support women as a priority for recovery.

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Gender Identity

The conversation around gender is shifting. No longer is it just about traditional gender roles. Now, it’s about the role of gender itself. Ipsos regularly investigates the shifting and pervasive opinions about gender identity and issues and experiences of discrimination:

Gender means more than you think it does

How we research a changing gender landscape

The future of gender is increasingly nonbinary

 

 

 

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At Ipsos, we not only help our clients, but we are also committed to action within our own workforce, with policies and actions to ensure our teams reflect the societies in which we operate.

The Ipsos' Gender Balance Network is dedicated to supporting and inspiring women to advance their careers at Ipsos. We partner with external and internal leaders to progress gender equality, the network operates in over 20 markets and its core pillars are:

1. Amplify the Voice of women – increasing internal connections and external visibility
2. Professional Development – arm women with skills and capabilities they need to achieve their potential
3. Influential Voice to the Business – to make an impact local policy decision making on gender diversity.