Sign of the Times 2025

Every year, Ipsos B&A sets out to understand the mood of the nation – to capture what life in Ireland really feels like. Through conversations, data, and insights, we build a picture of the trends shaping how people live, work, and connect. This year’s research explored how people experience life in Ireland today – with a focus on technology, health and wellbeing, and the changing world of work.

Process: This project take place over the course of 4 months, moving through 3 accumulative phases:

1. Qualitative: Expert in depth interview across sectors such as technology, hospitality, education and healthcare.
2. Qualitative: Building on the insights from the expert phase we conducted consumer focus groups.
3. Quantitative: Lastly, we conducted a survey. We used the insights from both qualitative phases to inform the survey design and the analysis.

The output is that the findings were published in the Irish Times, to read the article click here.