Total Access aims to provide a wider reach to consumers across India across five research modes: mobile, online, hybrid, multi-mode and offline.

Ipsos said Total Access would be built into all of its tools and platforms and aimed to reach more diverse consumer segments and demographics.

Amit Adarkar (pictured), chief executive at Ipsos India, said: “Total Access addresses the concerns of clients on consumer representation and provides the transformational benefits of scale, a wide array of socio-economic consuming class, across rural and urban towns, languages, literacy levels and internet access.”

Geeta Lobo, chief client officer at Ipsos India, added: “Through Total Access we are addressing the overarching concern of client on the representativeness of data.

“Earlier, clients had to empanel different agencies for online, mobile, offline, hybrid and multi modal capabilities to cover different demographics. This will provide a holistic view for understanding consumers and strategising.”