NEWS22 October 2009

Ipsos and Livra build online ‘opinion community’

ARGENTINA— Ipsos and its South American subsidiary Livra have launched an online ‘opinion community’,

The site aims to provide people with a platform to share opinions using user-generated polls and reviews, and the firms plan to start inviting members to take part in online surveys early next year.

The site was built using technology from Livra, the Argentina-based panel firm that Ipsos acquired last year. Diego Meller (pictured) of Livra said: “Just as you have social networks like YouTube or Flickr that are focused on sharing videos, photographs or other content,’s focus is on sharing opinions.”

Stewart Jones, CEO of Ipsos Interactive Services, said: “Since the online market research industry first emerged, people’s online activity has changed dramatically. Unfortunately we’ve been slow to adapt – in fact, most online panel sites look exactly the same as they did 10 years ago.”