自 2001 年开始数字化转型以来，总部位于巴黎的市场研究公司益普索 （Ipsos） 采用了许多技术和方法来提高其效率和价值主张，为未来铺平道路。
在瞬息万变的世界中做出决策的最佳武器是准确和相关的信息，以便组织能够以最可靠的方式执行战略计划。
例如，益普索（Ipsos）已为其5,000多家客户提供对数百万公民、消费者、患者和员工的行动、意见和动机的理解和愿景，以帮助他们自信地驾驭快速转型的世界。但为了达到这一点，该组织几十年来一直不得不依靠技术作为战略工具。“数字化转型对益普索来说并不是一个新概念，”全球首席信息官Humair Mohammed说。“自 2001 年以来，公司一直在不断调整其内部和外部流程，以适应新的业务需求和机遇。”
根据Mohammed的说法，其数字化转型过程可以分为几个阶段，每个阶段都有自己的目标和挑战。首先是成为首批将其小组和调查转移到网上的研究公司之一，从而降低了成本并提高了数据收集的速度和范围。此后，在 2002 年，它开始以在线格式向客户提供知识，使用仪表板和交互式报告，可以更轻松、更快速地访问数据和分析。 数字化转型网（www.szhzxw.cn）
内部流程的数字化始于 2011 年，当时公司决定通过数字工具和平台简化其内部数据管理、质量控制、项目管理和沟通流程。四年后，Mohammed 利用 Microsoft Office 365 实现了组织转型，他说，这让世界各地的员工、合作伙伴和客户之间实现了更好的协作和生产力。
2018年，该品牌通过其数字平台推出了完整的端到端服务能力，使客户能够利用益普索的经验和资源设计、执行和分析自己的研究项目。去年，借助 AI 驱动的 Insights Delivery，它完成了使用人工智能改变其工作方式并向客户提供见解的旅程的一个阶段。Mohammed说：“为此，益普索使用大型语言模型来生成使用人工智能功能构建的前沿见解，并辅以数据科学模型，并根据其提供的服务进行定制。
1. 报告标准化
益普索最新的数字化转型相关项目之一是将其报告和分析迁移到标准数字交付平台。该项目旨在使公司能够通过使用基于开放标准构建的云基础设施和专有报告引擎来转变其洞察交付方式。
该计划遵循敏捷方法，为客户提供更快、更好的结果。根据 Mohammed 的说法，一个关键的好处是一致性，因为益普索可以确保其结果在各个地区、行业和服务之间保持一致，遵循相同的标准和最佳实践。此外，他补充说，灵活性也很突出，因为它允许品牌根据每个客户的特定需求和偏好，使用不同的格式、语言和可视化来定制可交付成果。此外，它还有助于实现可扩展性（通过云计算帮助处理大量数据和复杂分析，而不会影响性能或质量），以及通过使用最新技术和工具将新特性和功能整合到其可交付成果中的创新。
为了执行所有这些项目，益普索与领先的云计算技术 Microsoft Azure、Google Cloud Platform 和 AWS 合作，以满足其基础设施、存储、分析和 AI 需求。在某些情况下，它还与 Accenture 和 ThoughtWorks 等精选集成商合作，帮助实施和集成解决方案。根据Mohammed的说法，这一数字化转型之旅的结果是可衡量的，令人印象深刻。“在内部，它实现了更高的员工满意度、更快的响应时间、更好的协作以及为客户创造更好的价值，”他说。“从外部来看，作为市场研究行业中最具创新性的提供商，客户满意度调查、收入、股价和评级稳步增长。” 数字化转型网（www.szhzxw.cn）
2. 技术基础
益普索将数字化转型视为其持续增长和竞争力的战略重点。“我们依靠云规模技术和基于开放标准构建的专有数据科学和分析引擎来处理海量数据集，”Mohammed 说。此外，它还不断探索大量数据和现代工具，以提高其功能并适应不断变化的数据环境。
此外，该公司还开发了自己的报告引擎，该引擎使用HTML5，CSS3，JavaScript，D3.js和React.js等开放标准提供高级统计分析以及交互式仪表板和报告。根据Mohammed的说法，它自己的另一项技术发展是数据科学引擎，它使用Python、R、TensorFlow和PyTorch等开放标准执行高级分析和建模。此外，它还使用 GPT-4 等 LLM，使用自然语言处理和生成等 AI 技术从数据中生成自然语言见解。
3. 尖端的未来
展望未来，益普索计划开展更多的数字化转型项目，重点是利用LLM为客户提供前沿的见解。“我们相信 LLM 有可能通过从数据中提供更快、更深入、更相关的见解来彻底改变研究行业，”Mohammed 说。考虑到这一点，该公司将这项技术用于，例如，从社交媒体、意见、调查和访谈等多个来源对消费者和利益群体进行情感分析;来自新闻文章、报告、文件和文字记录的摘要文本;以及生成新文本，如标题、图例、描述和推荐。
“益普索在过去十年中在技术上取得了重大发展，为客户提供了更好的见解和解决方案，”Mohammed说。“我们相信，凭借技术能力、全球影响力和以客户为中心的方法，我们在市场研究行业拥有强大的竞争优势。”因此，我们的目标是继续引领行业的数字化转型，探索新技术，开发新方法，创造新产品。而这一切都归功于一支由IT专业人员、数据科学家、分析师、研究人员和顾问组成的才华横溢的团队，他们共同努力，为公司及其客户提供最佳结果。
英文原文：
A history of tech adaptation for today’s changing business needs
Since its digital transformation beginnings in 2001, Paris-based market research firm Ipsos has adopted many technologies and methodologies to improve its efficiency and value proposition to pave the way for the future. 数字化转型网（www.szhzxw.cn）
The best weapon to make decisions in a dynamic world is accurate and relevant information so organizations can carry out strategic plans in the most reliable way.
Ipsos, for example, has been offering its more than 5,000 clients an understanding and vision of the actions, opinions, and motivations of millions of citizens, consumers, patients, and employees in order to help them confidently navigate a world in rapid transformation. But to get to this point, the organization has had to rely on technology for decades as a strategic tool. “Digital transformation is not a new concept for Ipsos,” says global CIO Humair Mohammed. “The company has been on a continuous journey to adapt its internal and external processes to new business needs and opportunities since 2001.”
Its digital transformation process can be divided into several stages, according to Mohammed, each with its own objectives and challenges. The first was becoming one of the first research companies to move its panels and surveys online, reducing costs and increasing the speed and scope of data collection. Following this, in 2002, it began delivering its knowledge to customers in online format, using dashboards and interactive reports that provided easier and faster access to data and analysis.
The digitization of internal processes came in 2011, when the company decided to streamline its internal data management, quality control, project management, and communication processes through digital tools and platforms. And four years after that, Mohammed transformed his organization by leveraging Microsoft Office 365, which, he says, enabled better collaboration and productivity among his employees, partners, and customers around the world.
The latest moves in the process came in 2018 when the brand launched its full end-to-end service capability for packaged research through its digital platform, allowing clients to design, execute, and analyze their own research projects using Ipsos’ experience and resources. And last year, with AI-powered Insights Delivery, it completed a phase of its journey using artificial intelligence to transform the way it works and delivers insights to clients. “To do this, Ipsos uses large language models to generate cutting-edge insights built using AI capabilities, complemented by its data science models and tailored to the services it offers,” says Mohammed.
1. Reporting standardization
One of Ipsos’ latest digital transformation-related projects is the move of its reporting and analytics to a standard digital delivery platform. This project aims to enable the company to transform its insight delivery by using a cloud-enabled infrastructure and proprietary reporting engine, built on open standards. 数字化转型网（www.szhzxw.cn）
The initiative follows agile methodologies to offer faster and better results to its clients. According to Mohammed, a key benefit is consistency since Ipsos can ensure its results are consistent across geographies, sectors, and services, following the same standards and best practices. In addition, he adds, flexibility also stands out, since it allows the brand to customize deliverables according to specific needs and preferences of each client, using different formats, languages, and visualizations. Plus, it helps with scalability — helping to handle large volumes of data and complex analysis without compromising performance or quality through cloud computing — and innovation by incorporating new features and functionalities into its deliverables, using the latest technologies and tools available.
To carry out all these projects, Ipsos works with leading cloud computing technologies Microsoft Azure, Google Cloud Platform, and AWS for its infrastructure, storage, analysis, and AI needs. In some cases, it also works with select integrators such as Accenture and ThoughtWorks to help implement and integrate solutions. According to Mohammed, the results of this digital transformation journey are measurable and impressive. “Internally, it’s achieved higher employee satisfaction, faster response times, better collaboration, and better value for its customers,” he says. “Externally, it’s seen a steady increase in customer satisfaction surveys, revenue, stock price, and ratings as the most innovative provider in the market research industry.”
2. Technological base
Ipsos considers digital transformation a strategic priority for its continued growth and competitiveness. “We rely on cloud-scale technologies and proprietary data science and analytics engines built on open standards to handle massive data sets,” says Mohammed. Additionally, it continuously explores reams of data and modern tools to improve its capabilities and adapt to the changing data landscape. 数字化转型网（www.szhzxw.cn）
Additionally, the company has developed its own reporting engine, which provides advanced statistical analysis along with interactive dashboards and reports, using open standards such as HTML5, CSS3, JavaScript, D3.js and React.js. Another of its own technological developments, according to Mohammed, is the data science engine that performs advanced analysis and modeling, using open standards such as Python, R, TensorFlow and PyTorch. Plus, it uses LLMs like GPT-4 to generate natural language insights from data using AI techniques like natural language processing and generation.
3. A cutting-edge future
With the future in sight, Ipsos plans to undertake more digital transformation projects, with a focus on leveraging LLMs to deliver cutting-edge insights to clients. “We believe LLMs have the potential to revolutionize the research industry by delivering faster, deeper, and more relevant insights from data,” says Mohammed. With this in mind, the company uses this technology on, for instance, sentiment analysis of consumers and interest groups from multiple sources, such as social media, opinions, surveys, and interviews; summarized text from news articles, reports, documents and transcripts; and on generation of new texts like headlines, legends, descriptions, and recommendations.
“Ipsos has significantly evolved technologically in the last decade to deliver better insights and solutions to clients,” says Mohammed. “We believe we have a strong competitive advantage in the market research industry thanks to technological capabilities, global presence, and a customer-centric approach.” So the goal is to continue leading the digital transformation of the industry, exploring new technologies, developing new methodologies, and creating new products. And all this by relying on a talented team of IT professionals, data scientists, analysts, researchers and consultants working together to deliver the best results for the company and its clients. 数字化转型网（www.szhzxw.cn）
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