Ipsos’ new Consumer Voice offers direct video access to consumers

In an era where understanding consumer behaviour is paramount, Ipsos has launched its Ipsos Consumer Voice platform, a tool that provides clients with direct video access to consumers across India. This enables them to conduct market research activities that can be conducted anytime, anywhere, from a laptop or smartphone.

Unveiled on September 24, in New Delhi and Mumbai, the Ipsos Consumer Voice leverages the Crownit platform, reaching over 40 cities. The platform offers clients the ability to schedule video interactions for a range of research activities, including depth interviews, shop-alongs, product testing, and home audits. This DIY approach allows clients to select specific target demographics, such as age and gender, ensuring tailored engagement with respondents.

Emphasising the platform’s capabilities, Amit Adarkar, CEO of Ipsos India said, “The Ipsos Consumer Voice provides clients the freedom of accessing a vast universe of respondents (approximately three million) from SEC A and B, aged 18-45 years. By matching consumers with the requirements at their convenience, clients can gain insights into consumer motivations, behaviour, shopping patterns, and more.”

The platform centralises scheduling, video interactions, and data storage, powered by Ipsos's AI sandbox, Ipsos Facto. This technology enables transcription and automatic sentiment analysis, providing clients with actionable insights in a timely manner.

Ipsos Consumer Voice is designed to meet the growing demand for quick and flexible access to consumer insights. The integration of the Crownit mobile-first consumer panel, which Ipsos acquired in June 2024, enhances the platform’s capabilities. Adarkar noted, “The proposition is best in class, leveraging the mobile-first approach to address clients’ needs for speed and efficiency while harnessing the power of AI.”

The platform supports a variety of research activities. For instance, video immersions allow clients to observe consumer behaviours and attitudes, while shop-alongs enable researchers to shadow consumers during shopping experiences.

Additionally, product research can be conducted in real-time, gathering immediate feedback on products and services. Home audits offer insights into the brands and products consumers use in their everyday lives, and depth interviews provide qualitative insights through structured discussions.

The use of generative AI, backed by Ipsos Facto, further enhances the platform's functionality. This includes features such as frame-by-frame searchable video transcription and sentiment analysis, which allows clients to derive nuanced insights from consumer interactions.

Sameer Grover, chief digital transformation officer at Ipsos Crownit, commented on the strategic advantages of the new platform, “Ipsos Consumer Voice uses the Crownit platform and Crownit mobile-first consumer panel, making us nimble in supporting the growing needs of our clients.”

With operations in 90 markets and a workforce exceeding 20,000, Ipsos is amongst the leading market research companies globally. The firm’s diverse expertise enables it to provide valuable insights into the actions, opinions, and motivations of various populations, leveraging 75 distinct solutions grounded in primary data from surveys, social media monitoring, and observational techniques.

As Ipsos rolls out its Consumer Voice platform, it signals a shift towards more interactive and responsive market research methodologies. This development could help businesses seeking to understand their customers better and adapt to their needs in a rapidly changing marketplace.