Ipsos

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Ipsos SA
Type Société anonyme
Traded as EuronextIPS
Industry Market research
Public opinion research
Founded 1975 (1975)
Founder(s) Didier Truchot
Headquarters Paris, France[1]
Area served Worldwide
Key people Didier Truchot
(Chairman and CEO)
Revenue €1.36 billion (2011)[2]
Operating income €131.59 million (2011)[2]
Profit €90.37 million (2011)[2]
Total assets €2.23 billion (2011)[2]
Total equity €891.57 million (2011)[2]

Ipsos is a global market research company with worldwide headquarters in Paris, France. The company was founded in 1975 and has been publicly traded on the Paris Stock Exchange since 1 July 1999. Since 1990, the Group has created or acquired numerous companies throughout the world, and as of 2012, has offices in 84 countries. In October 2011, Ipsos acquired Synovate, resulting in a newly combined Ipsos organization that ranks as the world’s third largest research agency.[1][3]

History[edit]

First years in France[edit]

Ipsos was founded in 1975[1] by Didier Truchot, who had experience working in the IFOP and ISOS institutes.

Truchot centered in offering services to the advertising and media companies and developed methods to measure the success of their campaigns, something new in France. The first of these methods was the Baramètre d'Affichage (BAF), an instrument to analyze the effectiveness of billboard advertisements. It was followed by an instrument specific for media and, in 1979, the France des Cadres Actifs (FCA), which was used to determine reading habits of French executives.

Despite the success, the company's profitability remained at modest levels until the arrival of Jean-Marc Lech as co-chairman. From then on, it started to perform public opinion researches, another innovative activity in the French market. By the end of the '80s, it was the fifth largest media research company in France. The great activity of French policymakers at the time helped to strengthen the position of the company, especially the public opinion research sector.[4]

European expansion[edit]

During the 90s, Ipsos expanded, principally through acquisitions, to Spain, Italy, Germany, the United Kingdom and Central Europe, especially Hungary.

In 1992, the company was opened to private investment to improve its purchasing capital. The first new shareholder was Baring Private Equity. Truchot y Lecht, the major accionists, retained two-thirds of the company.[4]

Global expansion[edit]

In the mid-'90s Ipsos was one of the most important research companies in Europe and decided to expand globally. With the objective of pursuing its global expansion, Ipsos took on new investment partners, selling 40 percent of the company to Artemis Group, led by François Pinault, and the Amstar investment fund led by Walter Butler.

In 1997, Ipsos entered into the South American market with the acquisition of Novaction and also into the North American, with the purchase of the American company ASI Market Research, a leading advertising researcher.

In 1999, Ipsos was listed on the Paris stock exchange. The successful offering enabled Artemis and Amstar to cash out on their investments and also gave Ipsos the possibility to continue its expansion. Then, it participated of the creation of an Internet audience research joint-venture, MMXI Europe, with the majority of shares held by partner Media Matrix and 20 percent by Ipsos. The company also took control of four subsidiaries of NFO Worldwide specializing in the formation of access panels. The expansion continued in Asia, South America and especially in North America (with the purchase of the Canadian company Angus Reid, renamed Ipsos-Reid).

At the end of 2000, Didier Truchot and Jean-Marc Lech retired from the company's direction, naming Pierre Giacommetti and Stephane Truchi in the management. Nonetheless, they remained active in the company as co-chairmen of the board.[4]

In 2011, Ipsos acquired Aegis Group Plc's Synovate division.[5]

Business specialization[edit]

Ipsos has organized its business into several areas of specialization: advertising research; marketing research; media, content and technology research; opinion polls and social research; loyalty, quality and customer relationship management research; and survey management, data collection and delivery.

Financial performance[edit]

Ipsos revenues totaled €1,362.9 million in 2011, up 19.5% percent on 2010, with an organic growth rate of 2 percent. In 2011, Ipsos derived 43% of its revenue from the EMEA region (Europe, the Middle East and Africa), 42% from the Americas region, and 15% from the Asia-Pacific region.[6]

Top 10 of the Market Research Sector 2011[edit]

Rank Company Revenues in 2010
(million USD)
Change from 2009 in %
1 Nielsen Company 4,958.0 6.5
2 Kantar Group 3,183.6 3.9
3 IMS Health Inc. 2,211.6 0.3
4 GfK AG 1,716.2 7.3
5 Ipsos 1,512.8 8.3
6 Synovate 884.8 5.9
7 Symphony IRI 727.0 4.6
8 Westat 455.3 -9.4
9 INTAGE Inc. 416.2 4.7
10 Arbitron 395.4 2.6

Source: Honomichl Globe Top 25, Published in the 3 August 2011 issue of Marketing News.[3]

Subsidiaries[edit]

Notes[edit]

  1. ^ a b c "Company Description: Ipsos SA". businessweek.com. BusinessWeek. Retrieved 27 September 2012. 
  2. ^ a b c d e "2011 Annual Report Financial" (PDF). Ipsos. Retrieved 27 September 2012. 
  3. ^ a b Honomichl Global Top 25 http://www.marketingpower.com/ResourceLibrary/Publications/MarketingNews/2011/8-30-11/Hono%2025.pdf
  4. ^ a b c International Directory of Company Histories 48. St. James Press. September 2002. ISBN 155862466X. 
  5. ^ "Ipsos SA Announces Completion of Acquisition of Aegis Group Plc's Synovate". reuters.com. Reuters. 12 October 2011. Retrieved 26 September 2012. 
  6. ^ Ipsos Annual Results Presentation 2011 http://www.ipsos.com/sites/ipsos.com/files/finances/Annual%20Results%20presentation.pdf

External links[edit]