Ipsos Global Trends 2023 Technical details

Technical notes and methodology for Ipsos Global Trends 2023.


50 markets are included in Ipsos Global Trends 2023. These are Argentina, Australia, Belgium, Brazil, Bulgaria, Canada, Chile, China, Colombia, Costa Rica, Denmark, the Dominican Republic, Ecuador, France, Germany, Great Britain, Greece, Guatemala, Hong Kong, India, Indonesia, Israel, Italy, Japan, Kenya, Malaysia, Mexico, Morocco, the Netherlands, New Zealand, Nigeria, Pakistan, Panama, Peru, the Philippines, Poland, Puerto Rico, Romania, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Thailand, Turkey, the United Arab Emirates, the United States, Vietnam and Zambia. 


In most markets this wave of the survey was carried out online with adults aged 16–75, or 18–75 in Argentina, Canada, Greece, Guatemala, Hong Kong, Japan, the Philippines, Sweden, Thailand, the US, Vietnam, New Zealand, Costa Rica, Chile, Israel, Peru, Ecuador, Panama, the Dominican Republic, Bulgaria and Puerto Rico. In Indonesia and Singapore the age range is 21–75. The majority of fieldwork was conducted online through Ipsos panels. However, in some countries where internet penetration is lower, different methods were used: in Nigeria, Pakistan and Zambia a face-to-face methodology was employed, while in Kenya the survey was carried out over the telephone. In these countries there was no upper age limit on participation, so coverage can be considered 16+ in Pakistan and 18+ in Nigeria, Kenya and Zambia. In all cases fieldwork was carried out between 23 September and 14 November 2022.

The results are weighted to ensure that the sample’s composition reflects that of the adult population according to the most recent census data. 

Total global data has not been weighted by population size, but are simply a market average. In established markets with a higher level of internet penetration (more than 60% online), the results can be taken as representative of the general working-age population.

In markets where internet penetration is lower, the results should be viewed as representative of a more urban, affluent and ‘connected’ population. 


  • 2023 edition (September–November 2022)
  • 2021 edition (August–September 2021)
  • 2020 edition (September 2020)
  • 2019 edition (June–July 2019) 
  • 2016 edition (September–October 2016)
  • 2013 edition (September–October 2013)


The total sample size across all markets in 2022 is 48,541.

In most countries the sample size is approximately 1,000. However, a sample size of 500 was used in Guatemala, Costa Rica, Panama, the Dominican Republic, Puerto Rico, Israel and Zambia, while the Japanese and Pakistan samples consisted of 2,000 participants each.


Comparison is made with previous waves of the Ipsos Global Trends Survey in 2021, 2020, 2019, 2016 and 2013. In nearly all cases the methodology and sample sizes will be the same in each wave of the panel: c.1,000 or c. 500 adults interviewed through the Ipsos online panel system.