![Ipsos [EPA: IPS]](/company_logos/Untitled-6-pbcod.jpg "Ipsos [EPA: IPS]")
Ipsos [EPA: IPS] brings these perspectives together through specialist healthcare research, combining stakeholder insights and evidence to help clients make informed decisions across the product lifecycle. Its custom healthcare teams operate in more than 30 countries and draw on global healthcare frameworks, 13 Centres of Expertise and dedicated data science support. That structure allows research to start with the business question and align the right methods and expertise with the decision at hand.
The work spans the healthcare product lifecycle, from early asset strategy through launch and performance assessment. Commercial strategy research can examine market structure, patient journeys, unmet needs and potential opportunities, while launch work considers readiness and stakeholder response. This gives clients a way to move from a broad question about a market toward evidence that can support specific choices about development, positioning or commercialisation.
Method selection is equally central. Ipsos combines qualitative and quantitative research rather than treating either as the default. Its healthcare qualitative practice uses more than 30 research products alongside therapy-area knowledge. Quantitative approaches support areas like market sizing, treatment mapping and awareness measurement. This creates a research model that first uncovers the reasons behind stakeholder behaviour and then validates those insights by measuring their scale and patterns.
This combination is important when a healthcare question cannot be answered from one data source. The multi-source approach of Ipsos can bring together primary research, real-world evidence, client transactions, social listening and proprietary datasets. Data science and advanced analytics teams can then use those inputs for predictive models or targeting work, helping clients connect different forms of evidence instead of viewing each research stream in isolation.
Connecting Stakeholder Perspectives to Evidence
Healthcare decisions often depend on numerous groups whose priorities differ. Ipsos’ research network is designed to reach physicians, patients, payers and other healthcare professionals, supported by local teams and specialist fieldwork capabilities. Its multi-stakeholder access model can be used when a client needs respondent recruitment and data collection without a full-service research program, giving the design flexibility around the question being asked.
The patient research practice adds another layer by following people across the disease journey. Ipsos uses approaches that include ethnographic observation, online communities, qualitative interviews and quantitative studies to examine treatment pathways, perceptions and patient-reported outcomes. Rather than reducing the patient perspective to a single survey response, it can capture both lived experience and measurable patterns that inform patient-focused decisions.
Syndicated research provides a different route to evidence. Ipsos’ Global Therapy Monitors provide insights into real-world prescribing and healthcare professional perceptions, while its Global Oncology Monitor provides treatment data across tumour types. At the same time, disease experts tailor analyses to the client’s question. A company can use these datasets to size a market, examine prescribing behaviour or compare stakeholder perceptions without commissioning an entirely new primary study for every decision.
Behavioural Science Adds Explanatory Depth
Ipsos applies behavioural science when reported attitudes alone do not explain a decision. Its healthcare behavioural science team examines influences that may sit beneath self-reported responses, using psychology-informed methods to study how people think, feel and behave. The approach is relevant when researchers need to understand the drivers or barriers behind actions rather than simply record what respondents say they intend to do.
The workflow begins before fieldwork. Behavioural science constructs can inform the research question, and respondent profiling can use established academic tools. At the same time, study design can probe mental processes that standard questioning may miss. Analysis then applies behavioural theory to identify biases, drivers and barriers. Ipsos uses its proprietary MAPPS framework to organise the influences shaping behaviour, supporting a more structured understanding of the factors influencing decisions.
That capability can be applied to communication research, segmentation or product innovation. For example, a healthcare team evaluating a message can examine the behavioural influences that shape response. In a segmentation study, behavioural perspectives can help distinguish groups by the factors guiding action rather than relying only on demographic or attitudinal categories.
Qualitative observation strengthens this work by placing people back into context. Ipsos’ qualitative teams use immersive and observational methods to help clients understand healthcare professionals and patients as people making decisions within real environments. The company can combine those findings with quantitative research and other data sources, creating a path from close observation to evidence.
Disease Expertise Gives Research Its Context
Healthcare research gains value when methodology is paired with knowledge of the disease area being studied. Ipsos maintains dedicated Centres of Expertise in oncology, autoimmune disease, virology and vaccines, respiratory care, diabetes and rare diseases. These specialist groups bring accumulated market research knowledge, resources and real-world evidence into projects so that a study can reflect the treatment landscape surrounding the client’s question.
Oncology illustrates how that model works. Ipsos combines dedicated custom and syndicated teams with its Global Oncology Monitor, a database covering anti-cancer drug treatment across tumour types. It also connects oncology research to market access, advisory services and product-lifecycle work.
Rare-disease research applies the same specialist approach to areas where patient populations are small, and evidence gaps can be significant. Ipsos combines custom research, real-world evidence and advisory services to build a more informed view of these complex disease areas. Its Global Therapy Monitors, syndicated, ongoing healthcare datasets, compare healthcare professional awareness and perceptions with prescribing behaviour. This gives clients another way to connect stated views with evidence of what happens in practice.
Ipsos’ recognition as the Top Healthcare Market Research Firm in Europe 2026 reflects the depth and specialisation of its healthcare research capabilities. Its distinction rests on the way specialist healthcare teams combine qualitative and quantitative methods, stakeholder access, behavioural science, multi-source evidence and disease expertise to turn fragmented information into a decision-ready context for healthcare clients.
