Adrian J Cotterill, Editor-in-Chief
Ipsos, one of the world’s leading market research companies has launched its ‘Ipsos Global Influentials‘ (IGI) survey, ostensibly for businesses and media looking to understand the motivations and desires of decision-makers, big spenders and trendsetters.
Targeting adults in households in the top 20% of income earners and company leaders across 40 diverse markets, IGI monitors media usage, wealth, business strategies, personal expenditure, and preferences across product categories.
Daniel Wong-Chi-Man, Global Service Line Leader, Audience Measurement at Ipsos told us “IGIs’ continuous tracking makes it possible to grasp and react to the moments that matter. From understanding life changes to emerging global trends, IGI provides clients with comprehensive data, enabling them to align their strategies with the evolving needs and preferences of hard-to-reach audiences.”
IGI reveals that the Influentials cohort has a combined annual household income of USD 22.9 trillion, which exceeds the GDP of the world’s second largest economy, China (World Bank’s World Development Indicators as of December 2024).
With 90,000 individuals surveyed across APAC, Europe, North America, the Middle East, and Africa, IGI will extend its reach to include Latin America by the second half of 2025. This broad geographical coverage empowers advertisers and media agencies to tailor global marketing strategies based on consistent, reliable data and facilitates targeted analyses of specific demographic groups.
You can download a preview of the study here.
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