Auteur/autrice : Ifop Asia

On the occasion of the event « Printemps des études » and following months of successful trials, the Ifop Group announced a transformative partnership with the Israeli startup Fairgen.

 

This innovative partnership will empower Ifop Group to conduct large-scale analyses of niche segments with unprecedented speed and precision, effectively minimizing both error margins and sampling biases.

 

 

 

Generative AI: Accelerating Digital Transformation of the Market Research Industry

 

The advent of AI, following the digital revolution of the 2000s, marks a new turning point for the market research and public opinion polling industry. The ability to predictively process intricate datasets is opening new avenues for research firms and businesses to gain fast insights into their markets.

In today’s increasingly diverse world, the exploration of niche markets has become an imperative for sound decision-making. Yet, obtaining such data has often been accompanied by prohibitive costs, hindering access for many.

 

 

Samuel Cohen, CEO Fairgen :

 

“The ability to extract precise and in-depth insights from studies is essential for companies. Thanks to generative AI, we can reinvent how knowledge is collected. Fairgen’s solution allows for quicker and more accurate insights and achieves reduced error margins, comparable to those of larger samples, without the need to collect more data. “

 

“The use of synthetic data in research can diminish collection costs and open new sources of revenue from niche markets. This will revolutionize the discovery of insights: more analysis power, faster, and at a controlled cost. In addition, access to segments that were previously “impossible” because they were too small or too difficult to reach for fieldwork, becomes exploitable by extrapolating the results.”

 

 

Emmanuel Candès, scientific advisor at Fairgen, Director of the Department of Data Sciences and Statistics at Stanford University

 

“The generative AI technology developed by Fairgen, combined with a rigorous evaluation of its predictions, has the potential to transform survey sampling.”

 

 

The Ifop Group, founded in 1938, takes pride in remaining a pioneer and is committed to this new revolution in the field.

 

 

Christophe Jourdain, General Manager of the Ifop Group and sponsor of this transformation project, shares his enthusiasm.

 

« This partnership represents a major advance in integrating AI into the solutions we offer our clients. It allows us to develop new and truly value-added approaches in the analysis of micro-segments and the predictive processing of complex data. It also gives us the opportunity to develop bias reduction protocols and quality control enhanced by AI. The research conducted in recent months has tested Fairgen’s technology applied to studies, and demonstrated the complementarity and excellent harmony of our teams. It has also allowed us to align ourselves with the ethical fundamentals – particularly transparency towards our clients – which have always been the basis of our profession and reputation. We are excited to continue the collaboration within the framework of this formalized partnership. »

 

 

 

About Fairgen

 

Created in 2021 by Samuel Cohen, Fairgen pioneers the creation of generative AI solutions applied to the research industry. Founded by a select team of data scientists, mathematicians, and engineers, its mission is to accelerate time-to-insights for research and insights professionals via a suite of deep machine-learning models capable of transforming complex datasets and automating analysis. This pioneering GenAI technology is poised to catalyze the ongoing digital transformation of the traditional market and consumer research sector. Emmanuel Candès, a globally recognized eminent statistician, has joined Fairgen’s Board of Advisors and validated its cutting-edge technology.

 

 

About Ifop

 

A human-sized company in the Top 5 research institutes in France, Groupe Ifop has been a leader in opinion studies since 1938 and a reference in marketing, quantitative and qualitative studies in Europe, the USA, and China. Since 2018, Sociovision has enriched the Group’s offerings with unique market observatories and exclusive data science expertise. In 2022, the acquisition of Occurrence, an independent research and consulting institute, and its subsidiary Deep Opinion, complements the value proposition in evaluating communication strategies. In 2023, Brain Value, the leader in qualitative studies in France, brings a new momentum to qualitative expertise and strategic planning for an even more
comprehensive customer support from the Group.

 

 

 

 

Contact medias : L’agence humain.e – Celine Germani 06.28.07.76.75. – celine.germani@gmail.com

Press Release

 

 

 

Courtesy of MRNews *

 

A few weeks ago, Ifop, the oldest French group specialised in marketing and opinion research, announced a significant milestone in its external growth strategy with the acquisition of Brain Value. Established in 2003, this company is one of the most dynamic players in the market, positioned at the crossroads of qualitative research, strategic planning, and marketing consultancy.
Its founder and CEO Nicolas Riou, along with Executive Vice-President Nathalie Ternisien and Ilana Rudiakov – formerly Head of Ifop IQ and now member of the Brain Value management team –  talk about synergies created by this merger, as well as the ambitions of this new Brain Value, which becomes  the brand representing qualitative research within the Ifop Group.

 

 

MRNews: Brain Value has established an original domain, situated at the intersection of qualitative research and strategic planning. However, hasn’t Ifop already adopted this approach?

 

Ilana Rudiakov (Ifop IQ): Yes, absolutely. Upon his arrival, our CEO Stéphane Truchi was eager to develop and enhance Ifop’s offer by integrating strategic planning, which initially gave rise to the creation of InCapsule. When I joined the group two years ago, he expressed a strong desire to take this hybrid approach even further. As a result, we created Ifop IQ, these initials meaning Inspiring Qual. The aim was to leverage strategic planning to ‘augment’ qualitative research. In particular, semiology and trend detection have bolstered our systems. This hybridisation takes place naturally with qualitative research, but also with the group’s other activities, including Ifop’s quantitative research, Sociovision and Occurrence. Our merger with Brain Value thus extends an already well-established approach.

 

 

What other important commonalities exist between Brain Value and Ifop IQ?

 

Nathalie Ternisien (Brain Value): We share the same vision on qualitative research, with a very strong strategic focus. On both sides, we prioritise fundamental studies over a few ‘tactical’ tests. I’m thinking in particular of in-depth brand investigations – which we call ‘Brand Essence’ – as well as brand audits. Historically, brand strategy consultancy has been our strong point.

 

IR: For Ifop IQ, the strategic aspect is also predominant. Brand issues are very much a part of our activity, as well as the precise markets exploration, to assist companies in identifying the best opportunities, with reflections regularly involving lead users or experts.

 

 

From left to right: Christophe Jourdain (Ifop Group Deputy General Manager), Ilana Rudiakov (formerly Head of Ifop IQ, now Senior Vice-President of Brain Value), Nathalie Ternisien (Executive Vice-President of Brain Value) and Nicolas Riou (Founder and CEO of Brain Value).

 

 

For complementarity to be fully effective, there must also be differences. What are they?

 

NT: There are convergences – I’m thinking of the Luxury & Beauty sector where we are both renowned – but also clear complementarity between us in terms of the industries we work with. Brain Value has a strong expertise in FMCG and areas such as Gaming, Automotive, and Healthcare. The Ifop Group, on the other hand, has strong positions in Energy, Banking  & Insurance, and more broadly in Services. This allows us to cover all key sectors, which is a real advantage.

 

IR: The merger will also help strengthen our positions internationally, especially in the United States and China. It is an opportunity for us to expand our local presence in these two major markets, with professionals who have a deep understanding of these cultures, in addition to the business initiated from Paris.

 

 

You have announced that your qualitative research and strategic planning activities will be carried out under the single brand of Brain Value. Why did you make this choice?

 

NT: The Brain Value brand was founded in 2003. It enjoys a strong reputation, especially in France with French companies of international stature, but also in China. It goes without saying that we don’t intend to destroy this value, but rather to capitalise on it. However, particularly in the field of qualitative research, value also relies a lot on the teams involved, thus on the one we are now forming with Ifop IQ.

 

Nicolas Riou (Brain Value): The reputation of the Brain Value brand, and its close association with a strategic qualitative research, is indeed a major asset. Clients are attached to people, and I fully agree with Nathalie. They are also attached to a certain mindset and to specific expertise that we’ll be keen to promote. That’s part of our strategy. But we are also going to strongly emphasise the synergy with Ifop, and our upcoming visual identity will undoubtedly reflect this.

 

 

In practice, do you already know how the teams will be working together? Will the premises be shared?

 

NT: Ilana is a member of our Management Committee as Senior Vice-President, alongside Cécile Batho, Cécile Gorgeon, our CFO Safia Hoarau, Aurélie Pichard, myself, and of course our CEO Nicolas Riou. That’s an important first step, that means we’re joining forces to design the qualitative research of tomorrow, with this strong strategic focus we’ve been talking about, and now a team of 60 people overall.

 

IR: We’re in work in progress mode! We’ll certainly work under the same roof, but first things first. Meanwhile, we’re meeting regularly in our Management Committee sessions, but also beyond that perimeter, because I want to expand the circle to ensure that the teams get to know each other quickly and get the measure of this opportunity. In particular, we organise internal meetings to encourage interaction and intellectual stimulation, as well as brainlunches on various themes. We’ll also collaborate in creating and hosting events together, with our customers, in different formats as inspiring as possible.

 

 

What are or will be the major benefits for the market?

 

NR: They already have access to an extended Think Tank of experts. This is true for Ifop’s customers, who can now benefit from Brain Value’s resources, particularly in terms of strategic planning. But it’s also true for Brain Value’s customers, who can request all of the Ifop Group’s expertise. With qualitative and quantitative research, Sociovision, and also Occurrence and its subsidiary Deep Opinion, they have access to the best of both worlds! I would like to add that combining our expertise will enable us, in a few months, to build innovative offerings on the market. Stay tuned!

 

 

Looking ahead 4 or 5 years, how do you evaluate the success of this merger?

 

NT: Our main ambition is to become THE market leader in brand strategy issues. When teams are wondering about defining a brand platform, about its purpose, identity, imagination, values, territory, but also about the innovation strategy associated with it, Brain Value must be the first name that comes to mind. We also aim to further strengthen our leadership in the Luxury & Beauty sector, following the strategic direction set by Stéphane Truchi for the Ifop Group.

 

NR: It seems crucial to me that we should be perceived as multi-specialists, with expert representatives in various key categories. This is true for Luxury & Beauty, where our leadership is renowned. But it can and must be extended to other domains such as Automotive, Gaming, Food and Services, etc.

 

 

Is there anything important you’d like to add?

 

NT: Since we started working together, I have been struck by the obviousness of our commonalities. We speak the same language, but we also share the same passion for what we do, which I believe is a significant key. I truly believe that we can only excel in this profession if we are passionate, and we certainly are!

 

NR: This common culture is an essential factor. We share the same values, including the passion for this profession, the quest for excellence, and certainly a form of goodwill too. Being in a positive and enjoyable environment truly matters! So we have lots of synergies and complementarities, and a very strong desire to leverage all that to invent qualitative research and studies of tomorrow. Because we work in a changing world, and as our customers’ needs are evolving, we have to adapt to them constantly, designing new solutions day after day to serve them better.

 

*MRNews – Interview in French

 

 

 

In 2023, the Ifop Group and Les Napoleons are joining forces in a partnership for the 17th edition of the Summit, on the theme of « Repair », which will take place in La Baule (Loire-Atlantique) from 28 June to 1 July.

 

The Ifop Group will be accompanying Les Napoleons in their mission to bring forth social issues and provide solutions, as well as complementary and diverse viewpoints, in order to cultivate the critical spirit of decision-makers and build the future. It’s a mission in line with the commitments and passion for the profession that is shared throughout the Group.

 

Repair, an obvious theme

 

The theme of this year’s event was chosen because it resonates perfectly with the profound changes that have taken place in society in recent years. This verb alone embodies the notion of a cycle. Because it is clearly more profound than a simple fashion or generation movement, it is essential to understand its significance in terms of intentions and actions at all levels.

 

This is an opportunity for the Ifop Group – now comprising of Ifop, Sociovision, Occurrence, Deep Opinion and Brain Value – to showcase its expertise and propose the implementation of an exclusive research programme that will provide the Summit with tangible insights into the common ground and points of divergence that this theme evokes and implies when addressing citizens and consumers in France and internationally.

 

Ifop Group speakers and their multiple perspectives

 

 

Among the spokespersons for these studies, Stéphane Truchi, CEO of the Ifop Group and Rémy Oudghiri, Managing Director of Sociovision, will be highlighting their findings at the Summit and Assaël Adary, Co-founder and Managing Director of Occurrence, during an exclusive event, Before*.

Frédéric Dabi, Opinion Managing Director at Ifop, will be sharing his views in the Napoleons Voice series.

 

Alongside other speakers such as… Ghada Hatem-Gantzer, gynaecologist and obstetrician, founder of La Maison des Femmes, Gilles Boeuf, biologist specialising in biodiversity and the oceans, former Chairman of the Muséum national d’Histoire naturelle, Olivier Goy, co-founder of October, whose personal story inspired the film Invincible Été, Camille Aumont-Carnel, a feminist activist specialising in sex education and a columnist for the health magazine Allô docteurs on France 5, and Chloé Morin, a political scientist and essayist.

 

The 17th summit in La Baule will bring together an open community of women and men driven by the desire to share and promote virtuous, ethical innovation that benefits with benevolence and determination the greatest number of people.

 

 

To learn more about Les Napoleons, click here.

 

Press Release