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5This is a very special episode. At the milestone of Ipsos's 50th anniversary, we invited Didier Truchot, Founder and Honorary Chair of the Board of Directors and Director , along with Laurence Stocklet, President of the Board of Directors and member of the Audit Committee, all the way from France into our recording studio in Beijing. Starting from Ipsos itself, we look back at how the market research industry came to be — and how it traveled all the way from paper-and-pencil questionnaires into the age of AI.
For this episode, we have prepared some gifts for our listeners.� We'll be giving them away both in the comments section and in our listener community — 5 spots in the comments, picked from our favorite replies, and 10 spots in the community, drawn at random. Come join our listener group and get in on the fun!
Also worth mention— . This is the very first English episode we've ever recorded. We've split this episode into two versions, Chinese and English. The Chinese version was launched yesterday, and produced using AI voice cloning and translation, so feel free to pick whichever version works best for you.
What does the market research industry actually do?
What did it look like in its earliest days?
What are the stories behind how Ipsos was founded and grew?
From paper-and-pencil interviews, to telephone surveys, to online research, and now into the age of AI — what has changed in this industry, and what has stayed the same?
When AI can process data, pull information together and generate analysis faster than ever before, where is market research headed?
The value of market research has never been simply about collecting data, delivering reports, or providing answers. It is about turning information into judgment that can truly be understood, used, and acted upon. More importantly, it has always been concerned with one central question: behind all the changes in markets, brands, and business, how can we better understand people?
If brands, business, and consumer insight are things you care about too, we'd love for you to tune into this episode — and feel free to share your thoughts with us in the comments.
Host｜Patrick Cecilia
Guests｜ Truchot, Founder and Honorary Chair of the Board of Directors and Director; Laurence Stocklet, President of the Board of Directors and member of the Audit Committee,
/ Timeline /
01:12 If you had to explain market research with just one example, what would you pick?
03:50 Customer Experience Management — why is it more than just a "satisfaction survey"?
07:05 How did Nielsen and Gallup shape the early market research industry?
13:28 What's the brand philosophy hidden behind the name "Ipsos"?
16:59 Looking back over the past 50 years in market research: what has changed, what hasn't?
20:16 From paper-and-pencil, to telephone, to online surveys — how has technology reshaped the industry?
25:00 Will AI change market research the way the internet did, or will it bring an even bigger revolution?
32:54 How did Ipsos grow from a French company into a presence in 90 markets around the world?
41:17 What does "localization" really mean?
50:18 Facing a future full of uncertainty, where will Ipsos go in its next 50 years?
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