Global Trends 2020

Technical details


Three Waves: Argentina, Australia, Belgium, Brazil, Canada, China*, France, Germany, Great Britain, India, Italy, Japan, Poland, Russia, South Africa, South Korea, Spain, Sweden, Turkey, United States.

Two Waves: Indonesia, Mexico, Peru.

One Wave: Albania, Chile, Colombia, Denmark, Saudi Arabia*, Montenegro, Netherlands, New Zealand*, Romania, Serbia.

*Truncated set of questions asked.



The survey for the 2020 edition was carried out online using the Ipsos Online Panel, and faceto-face interviewing in Albania, Montenegro and Serbia. The results are weighted to ensure that the sample’s composition reflects that of the adult population according to the most recent country census data. Total global data has not been weighted by population size, but are simply a country average.

In established markets with a higher level of internet penetration (more than 60% online), the results can be taken as representative of the general working-age population.

In markets where internet penetration is lower, the results should be viewed as representative of a more urban, affluent and ‘connected’ population. Our trends are based on 36 values which have been derived on a Factor Analysis of 170 questions.

The fieldwork for this edition was carried out among adults aged 16-74 (except in South Africa, Canada, Turkey, United States and New Zealand where we interviewed adults aged 18-74).


Fieldwork dates

  • 2020 edition (June-July 2019)
  • 2017 edition (September-October 2016)
  • 2014 edition (September-October 2013)