---
id: "entity-ipsos"
type: "entity"
source_timestamps: ["¶2"]
tags: ["data-source"]
related: ["claim-low-literacy-adoption", "entity-tortoise-media"]
entityType: "organization"
canonicalName: "Ipsos"
aliases: []
sources: ["adoption"]
sourceVaultSlug: "hbr-seg-adoption"
originDay: 9
articleStem: "hbr-edu-39-understanding-ai-not-embrace"
sourceUrl: "https://hbr.org/2025/07/why-understanding-ai-doesnt-necessarily-lead-people-to-embrace-it"
sourceTitle: "Why Understanding AI Doesn’t Necessarily Lead People to Embrace It"
---
# Ipsos

**Ipsos** — a global market-research firm whose dataset measuring **country-level interest in using AI** was used by the authors to correlate against AI-literacy proxies.

**Role in this source:** Paired with [[entity-tortoise-media]]'s AI-talent data to build the cross-country evidence for [[claim-low-literacy-adoption]] and the [[concept-ai-receptivity-paradox]].

> **Enrichment:** Detailed methodology for how the Ipsos interest data was joined to literacy proxies lives in the [[entity-journal-of-marketing]] article rather than the institutional summaries.