Ipsos is 40 years old this year. On 24 June we were joined by a distinguished panel of guests, including Ipsos Co-Founder and President, Didier Truchot, to look back at the past 40 years in market research and society, and the trends for the next 40 years.

1. © 2015 Ipsos.
#Ipsos40years

2. © 2015 Ipsos.
#Ipsos40years

3. © 2015 Ipsos.
Ben Page
Chief Executive
Ipsos MORI
#Ipsos40years

4. © 2015 Ipsos.
Agenda
Kate Gibson
Vice President,
Corporate Responsibility,
Intercontinental Hotels Group
Ravi Mattu
Technology, Media and
Telecoms News Editor,
The Financial Times
David Aaranovitch
Times columnist and broadcaster
Didier Truchot
Founder of Ipsos
Ben Page
Chief Executive, Ipsos MORI
Q&A

5. © 2015 Ipsos.
In 1975
Microsoft was
started
Margaret Thatcher
assumed
leadership of the
Conservative Party
David Beckham
was born
The first British
climbers got to the
summit of Mount
Everest
One of these
two dudes started
Ipsos

6. © 2015 Ipsos.
Didier Truchot
Founder of Ipsos
#Ipsos40years

7. © 2015 Ipsos.
Ben Page
Chief Executive
Ipsos MORI
#Ipsos40years

8. © 2015 Ipsos.
What worried us in the 1970s doesn’t worry us any more
% agree
1975 2015
Unemployment
NHS
Inflation/Prices
Trade Unions
Immigration

9. © 2015 Ipsos.
Homosexual
couples should
be able to live
together openly
89%
2014
40%
1975

10. © 2015 Ipsos.
Some things change… some don’t
...would you tell me if you generally trust them to tell the truth, or not?
1983 2013
The police
61%
65%
Civil Servants
53%
Government ministers
22%
Politicians generally
18%
25%
18%
16%

11. © 2015 Ipsos.
Europe
5 June 1975
67%
of voters supported
UK remaining a
member of the EEC
in the last
referendum
In June 2015
66%
also said they
would vote to
remain in the EU

12. © 2015 Ipsos.
Most
predictions
are wrong
When a century has passed all thought of our so-called
speaking pictures will have been abandoned. It will never be
possible to synchronize the sound with the picture
– Oscar winning director D.W. Griffith, 1924

13. © 2015 Ipsos.
Predicted
Actual

14. © 2015 Ipsos.

15. © 2015 Ipsos.
Taking a hammering…

16. © 2015 Ipsos.
The Exit Poll did extraordinarily well – again…
Conservative
Party
Labour Party
Liberal Democrats
SNP
UKIP
Green Party
Others
Exit poll - 316
Result - 331
Exit poll - 239
Result - 232
Exit poll - 10
Result - 8
Exit poll - 58
Result - 56
Exit poll - 2
Result - 1
Exit poll - 2
Result - 1
Exit poll - 23
Result - 21
Asking what did
do, rather than
what will…

17. © 2015 Ipsos.
Our final poll – all parties less than 2% points away from actual
– except Labour, overestimated
Ipsos MORI final poll GB final result
Conservative lead = +1 Conservative lead = +6.5
36%
Conservative
35%
Labour
8%
Lib Dem
11%
UKIP
5%
Green
37.7%
Conservative
31.2%
Labour
8.1%
Lib Dem
12.9%
UKIP
3.8%
Green

18. © 2015 Ipsos.
We got highest
Conservative share
and lowest error on
this key calculation
of who would be
largest party…

19. © 2015 Ipsos.
trends7
#Ipsos40years

20. © 2015 Ipsos.
1.
Unrelenting
growth and
urbanisation
#Ipsos40years

21. © 2015 Ipsos.
Number of products in
the average supermarket
47,000
2015
8,948
1975

22. © 2015 Ipsos.
Global population and global middle class population
2009
6.8 billion
1.8 billion
2020
7.7 billion
3.2 billion
2030
8.3 billion
4.9 billion

23. © 2015 Ipsos.
By 2030 66%
of the world’s middle classes
will be living in Asia

24. © 2015 Ipsos.
1.5 milliona month
(a city the size of Prague)

25. © 2015 Ipsos.

26. © 2015 Ipsos.
2.
Uneven
growth and
growing
inequality
#Ipsos40years

27. © 2015 Ipsos.
78%
48%
47%
46%
41%
41%
41%
37%
34%
32%
30%
30%
30%
27%
26%
24%
22%
21%
16%
16%
12%
China
Brazil
Turkey
India
Japan
Russia
S Africa
Total
Argentina
Sweden
Australia
Germany
Poland
S Korea
US
Canada
GB
Italy
Spain
France
Belgium
% of under 30s who expect
life to be better
Growing
opportunity?
Only young in
developing
countries are
remotely
optimistic

28. © 2015 Ipsos.
Average house prices £186,662
£10,846
1975 2014
£59,700,000
£350,000
Football transfer records

29. © 2015 Ipsos.
Average house prices £186,662
£10,846
1975 2014
£59,700,000
£2,994,415
Football transfer records

30. © 2015 Ipsos.
3.
Sweeping
technological
change –
computing
power/
connectedness
#Ipsos40years

31. © 2015 Ipsos.
Life is more comfortable
compared to the 1970s
1975 2015
96%
96%
71%
43%
Washing
machine
ownership
Central
heating

32. © 2015 Ipsos.
Moore’s law held up
– your teenager’s
game has more
computing power
than the most
powerful US military
computer in 1999

33. © 2015 Ipsos.
A recent change
1975 2013
Internet usage
(users per 100 people)
0
90
1990

34. © 2015 Ipsos.
Everyone’s got a mobile phone
Mobile phone usage - Subscriptions per 100 adults
1975 20131985
125%

35. © 2015 Ipsos.
Our reading habits have changed
Readership of print newspapers
1981 2010
41%
72%

36. © 2015 Ipsos.
Digital/
terrestrial
TV
Mobile
phone
ads
Mobile
phone aps
Social
networking
profiles
In game
advertising
PR
Online
video
Homepage
takeovers
Search
ads
Direct
marketing
Micro
blogging
Satellite
TV
Online
radio
Digital
radio
Press
Email
marketing
Sponsorship
Analogue
radio
Augmented
reality
Viral
video
Direct
mail
Digital
Billboards
Posters
Online
banners
Cinema
Microsites
Now
Direct
marketing
TV/
Cinema
RadioPress
Posters/
Billboards
70s

37. © 2015 Ipsos.

38. © 2015 Ipsos.
LESS
ASKING
DATA COLLECTION
OUT OF CONTEXT
PROCESS
SLOW
ONE OFF
ONE SHOT
LINEAR
MONOLOGUE
AVERAGE
ISOLATION
CONSUMER OUTSIDE
SILO
INACCESSIBLE
SLOW DOWN
TRANSPIRATION
OBSERVATION
DATA CONNECT + SELECT
IN CONTEXT
AUTOMATION
FAST / REAL TIME
ONGOING
RAPID ITERATION
FLUID & DYNAMIC
DIALOGUE
INDIVIDUAL
CO-CREATION
CONSUMER INSIDE
INTEGRATED
ACCESSIBLE & INTUITIVE
ACCELERATOR
INSPIRATION
MORE

39. © 2015 Ipsos.
4.
Health
revolution
#Ipsos40years

40. © 2015 Ipsos.
5.
Rise of the
individual
and decline
of violence
#Ipsos40years

41. © 2015 Ipsos.
Proportion of
one-parent
families
22%
2015
10%
1975

42. © 2015 Ipsos.
Less dangerous -
England & Wales
murder rate per
million people
9.29
1975 2014
Harold Shipman
172 murders

43. © 2015 Ipsos.
Our kids are no longer revolting
Ever smoked, drunk alcohol, taken drugs: 2005-2012
16%
28%
2005 2013
23%
43%40%
58%
Drank alcohol
Smoked
Taken drugs

44. © 2015 Ipsos.
And not just in survey data
Numbers of first time entrants to the criminal justice
system aged 10-17
Under 18 conception rate in England and Wales
(per thousand)
2003 2013 1998 2012

45. © 2015 Ipsos.
6.
Cultural
convergence
and increasing
extremes

46. © 2015 Ipsos.
Counter -
enlightenment?
Is religion uniting
or dividing the
world?

47. © 2015 Ipsos.
Most people in
the world today
identify with a
religion
98%
94%
90%
89%
88%
85%
84%
82%
80%
74%
71%
67%
62%
61%
61%
58%
57%
55%
53%
53%
52%
India
Turkey
S Africa
Brazil
Poland
Argentina
US
Russia
Italy
Canada
Total
Australia
Germany
Belgium
Spain
S Korea
GB
Japan
France
Sweden
China

48. © 2015 Ipsos.
% Expected change in population size 2010 - 2050
Muslims Christians Hindus Folk religions
73
35 34
Jews
1116
By 2050, there will be near parity between Muslims and
Christians, possibly for the first time in history

49. © 2015 Ipsos.
7.
Rights
revolution:
public opinion
as revolutionary
force
#Ipsos40years

50. © 2015 Ipsos.

51. © 2015 Ipsos.
Some evidence we are actually getting happier
Fairly or very satisfied
1975 2014
94%
86%

52. © 2015 Ipsos.
On many
measures things
are far better
than 1975

53. © 2015 Ipsos.
Even if we don’t
think so
85%
75%
74%
72%
70%
70%
69%
67%
66%
65%
64%
63%
62%
61%
60%
60%
59%
54%
48%
43%
35%
Turkey
China
S Africa
India
Italy
Brazil
US
Australia
Russia
Poland
Total
Belgium
Argentina
GB
France
S Korea
Canada
Germany
Spain
Japan
Sweden
People led happier lives in
the old days when they had
fewer problems to cope with

54. © 2015 Ipsos.
Some dimensions of uncertainty:
IncrementalRapid
SustainableChaotic
StrongWeak
ForwardReverse
GlobalisedLocalised
Climate change
Urbanisation
Infection/ Pathogen Control
Globalisation
Conflict

56. Thank you
ben.page@ipsos.com
benatipsosmori
#Ipsos40years

57. Kate Gibson
Vice President,
Corporate Responsibility,
Intercontinental Hotels Group
#Ipsos40years

58. Ravi Mattu
Technology, Media and
Telecoms News Editor
The Financial Times
#Ipsos40years

59. David
Aaranovitch
Times columnist
and broadcaster
#Ipsos40years

60. Q&A
#Ipsos40years

61. #Ipsos40years