Applications
All access pass Ipsos unlocks Total Access for a fuller view of Indian consumers
MUMBAI: If data is the new oil, Ipsos just laid the pipeline. Global research and advisory giant Ipsos has launched Total Access in India, a sweeping new initiative that promises to crack the complexity of India’s consumer landscape with a one-roof data collection model that is as vast as it is versatile. With India’s diversity often leaving marketers data-drunk but insight-parched, Total Access combines five key modes mobile, online, hybrid, multi-mode and offline to serve a wider, deeper, and more inclusive view of the Indian consumer. And it’s going live immediately.
“Total Access addresses client concerns around consumer representation,” said Ipsos India CEO Amit Adarkar. “It’s about transformational scale, with responses from across socio-economic classes, towns big and small, languages, literacy levels, and even internet access. And yes, every response is human verified.”
Clients will now have access to a whopping 3.5 million-strong panel base, India’s largest, according to Ipsos. From mobile-first surveys and multilingual outreach to DIY capabilities, AI-based transcription, moderation and dashboard-based reporting, Total Access is basically research-as-a-service, turbocharged.
“Earlier, clients would need to juggle multiple vendors to access diverse demographic data across formats. Now, all modes are integrated providing a more holistic and representative picture,” added Ipsos India chief client officer Geeta Lobo.
In short, Ipsos is no longer just gathering data, it’s bringing the whole country into the room, whether you’re in a boardroom in Mumbai or a village in Manipur. With Total Access, the days of skewed sampling and fragmented insights may finally be numbered.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
