Ipsos Retains Rank as the Number One Most Innovative Research Company

Kantar and Ipsos Win Dutch Audience Measurement

Ipsos has again emerged as the Number One Most Innovative Market Research Company by GreenBook’s GRIT report for the third consecutive year.

Released by GreenBook, The GRIT Report’s rankings serve as a good proxy for business footprint and growth and have become a key metric for companies to understand their competitive position in the marketplace. The 2021 GRIT Top 50 Most Innovative Suppliers were selected using an aggregate of responses from market research suppliers, clients, and insights professionals.

Brand Spur learnt that Ipsos is considered the most innovative company in the world by GRIT respondents for the third year in a row ad the company continues to be recognized for their efforts to embrace new business models and launch new products to edge out their main competitors.

Kantar and Ipsos Win Dutch Audience Measurement

The GRIT respondents noted that “We see signs that Ipsos may very well retain this leadership rank based on how their large competitors are now positioning themselves in the market.”

Ipsos is relatively unchallenged by several of their traditional competitors (GfK and Nielsen) as those firms seek to differentiate themselves in a variety of ways that create distance between themselves and our traditional view of insights suppliers in the past.

In addition, Ipsos has been steadily rolling out a suite of technology-driven products to compete with many emerging tech players, further cementing their brand awareness as it relates to being considered innovative.

Brand Spur observed that Kantar was close on the heels of Ipsos with only 17 mentions separating them and a jump up of three spots from number 5 in 2020; much of what the respondents observe about Ipsos is true for Kantar as well, and with Bain Capital now backing them, the team expects to see significant investments in both organic innovation and acquired innovation over the coming months to further challenge Ipsos as the industry heads into 2022.

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IPSOS Most Innovative Research Company
Ipsos Retains Rank as the Number One Most Innovative Research Company