Building on the success of the WIPO Pulse 2023 study, which examined global intellectual property (IP) perceptions across 50 countries, the 2025 iteration represents a significant expansion. This comprehensive survey was conducted in 74 countries with 35,500 total interviews, providing an extensive view of global attitudes toward IP.
The primary objectives of the study were to generate actionable insights into public awareness and perceptions of IP rights, explore personal touchpoints with innovation and brands, and assess the perceived economic impact of IP on individuals and societies.
BERENT, an independent full-service research agency with nearly 30 years of market research expertise, conducted the survey questionnaire, which was developed collaboratively with WIPO in 2023. Prior to full deployment, a pilot test ensured the questionnaire’s robustness. For 2025, the questionnaire and survey methodology remained unchanged from the previous year, facilitating period over period comparisons.
The research targeted nationally representative samples of individuals aged 18 to 65, utilizing computer-assisted web interviews conducted via online access panels supplied by leading global panel providers. All interviews were conducted between February 20 and April 25, 2025. The global target population within this age group covered by all countries surveyed in 2025 is approximately 4 billion. Given that the overall world target population aged 18 to 65 is about 5.15 billion, the WIPO Pulse survey encompasses roughly 78% to 80% of the global target population.
All data were weighted to ensure accurate national representation and subsequently grouped into UN regions based on population size.
A detailed description of the research methodology and the English master questionnaire are included in the annexes.