The Ipsos Global Influentials (IGI) continuous survey will target adults in households in the top 20% of income earners and business leaders across 40 markets.

Monitoring media usage, wealth, business strategies, personal expenditure, and preferences across product categories, Ipsos has developed the research for businesses and media looking to understand the motivations of business decision-makers and influential consumers.

IGI measures how this cohort consumes various product categories, including tracking B2B brands for company leaders.

According to Ipsos, IGI data shows that the combined annual household income of this cohort – dubbed ‘Influentials’ – is worth $22.9tn.

To date, Ipsos has surveyed 90,000 individuals for the research (including 16,000 company leaders),  across Asia-Pacific, Europe, North America, the Middle East, and Africa.

The company plans to extend the survey’s reach to include Latin America by the second half of 2025.

Daniel Wong-Chi-Man, global service line leader, audience measurement at Ipsos, said: "From understanding life changes to emerging global trends, IGI provides clients with comprehensive data, enabling them to align their strategies with the evolving needs and preferences of hard-to-reach audiences."