YouGov
YouGov plc is a London-listed global market research and data analytics company operating a 30M+ member online panel, selling subscription consumer intelligence, brand tracking, election modeling, and custom research to enterprises, governments, media, and academia worldwide.
- Company typePublic
- Founded2000
- HeadquartersLondon, United Kingdom
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What YouGov does
YouGov plc is a London-headquartered, London Stock Exchange-listed global market research and data analytics group founded in 2000 by Stephan Shakespeare and Nadhim Zahawi. The company operates a proprietary always-on online panel of more than 30 million members worldwide and sells consumer-intelligence, brand-tracking, election-modeling, and custom research services to enterprises, governments, media organizations, and academic institutions across the Americas, Europe, the UK, and Asia Pacific.
The core platform comprises YouGov Crunch (a data analytics platform with natural-language AI agents for dataset exploration), YouGov Profiles (audience profiling), YouGov Surveys (self-serve to full-service custom research), Brand Health Tracking, Competitor Monitoring, and the Lottery Survey System (LSS) election model. YouGov expanded its panel capabilities via the €315M acquisition of GfK's consumer panel business in 2023 (strengthening US FMCG reach) and added generative-AI capabilities through the £4.5M acquisition of Yabble in August 2024. Reported revenue of £194.8M in H1 2026 (+2% YoY) with statutory operating profit up 14% indicates modest top-line growth alongside margin expansion; FY2026 adjusted operating profit guidance sits at £52-56M.
The business model combines subscription-based data and analytics (YouGov Crunch, Profiles, Brand Tracking) with project-based custom research and self-serve SMB survey products, distributed through direct enterprise sales, the self-serve platform, and recurring media partnerships (BBC, CBS News, Reuters Institute). Marketing is primarily driven by thought-leadership content, published reports, and earned media coverage that simultaneously recruits new panelists and demonstrates credibility to commercial clients.
YouGov firmographics
Firmographics- Name
- YouGov
- Legal name
- YouGov PLC
- Website
- https://yougov.co.uk
- Company type
- Public
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- YouGov plc is a London-listed global market research and data analytics company operating a 30M+ member online panel, selling subscription consumer intelligence, brand tracking, election modeling, and custom research to enterprises, governments, media, and academia worldwide.
- Ownership category
- akta.pro rank
YouGov industry classification
Industry- Product category
- Market Research and Consumer Data Analytics
- NAICS
- Marketing Research and Public Opinion Polling (541910)
- akta.pro primary industry
- Quantitative Research & Survey Analytics (Survey Design, Sampling, Statistical Modeling) (MPAAALAF)
- akta.pro secondary industry
- Survey, Panel & Fieldwork Services (BPAHALAJ)
Keywords
Where YouGov is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
YouGov business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Data Solutions & Analytics: Subscription-based access to YouGov's data analytics platform, brand tracking services, and consumer insight products for enterprise and commercial clients
- Custom Research Surveys: Market research services ranging from self-serve survey tools to full-service custom research engagements conducted by YouGov researchers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Self-serve research platform for DIY survey creation |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
YouGov product offering
Product offeringCore offering
YouGov provides online market research, data analytics, and consulting services through a proprietary global panel of 30+ million members. Its core offerings include the YouGov Crunch data analytics platform, YouGov Profiles consumer intelligence tool, self-serve and full-service research surveys, brand health tracking, and competitor monitoring, sold to commercial brands, governments, media organizations, and academic institutions.
Product overview
YouGov is a global market research and data analytics company operating a platform-plus-modules architecture. The core offerings include YouGov Crunch (data analytics platform), YouGov Profiles (consumer intelligence), YouGov Surveys (research platform), and Brand Health Tracking. The company expanded through acquisitions including GfK's Consumer Panel business (2023) and Yabble's generative AI technology (2024). Recent developments include AI agent functionality added to Crunch enabling natural language data analysis. YouGov also operates specialized products like the Lottery Survey System for election modeling.
Differentiator
Problem solved
Functional benefit
Products and services
- YouGov Crunch Data analytics platform providing access to YouGov's global panel data, enabling users to analyze datasets with cross-tabulation, filtering, and natural language AI-driven queries.
- YouGov Profiles
Quantifiable outcome
- LSS election model achieved 0.88 percentage point average error in Denmark election
- +3 more outcomes
Companies that use YouGov
Customer profileNamed customers5 records
Segments1 record
Ideal customer profiles4 records
YouGov technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature4 records
YouGov partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- UNA Sports GroupcoreLandmark consumer research report on US action sports audience, surveying 411 adults and teens on interest in team-based league concept built on X Games platform.
- MeilleurtauxminorFrench mortgage broker partnership for study on French attitudes toward state welfare and retirement planning.
- World Gold CouncilcoreAnnual central bank survey on gold reserves covering 74 central banks worldwide. YouGov conducted the research measuring gold buying intentions and reserve management attitudes.
- Reuters Institute for the Study of JournalismcoreAnnual Digital News Report surveying nearly 100,000 people in 48 countries on media consumption habits, news sources, and trust in journalism.
- SalesforcecoreGlobal survey partnership examining AI attitudes among desk workers across four continents. YouGov conducted research for Salesforce exploring worker skepticism toward AI, trust levels, and adoption barriers.
- American Speech-Language-Hearing Association (ASHA)coreNational caregiver poll on communication barriers for adults with communication difficulties. YouGov conducted poll of 522 caregivers highlighting safety concerns from communication breakdowns.
- Carnegie Endowment for International PeacecoreIndian American Attitudes Survey 2026 examining political sentiments, policy concerns, and emigration attitudes among Indian Americans.
- NIITcoreIndia Skills Gap Report 2026 partnership examining digital, data, and cybersecurity skills requirements across 3,500 respondents in India.
- BBC SportcoreJoint research partnership on women's sport fandom showing 24 million UK people now identify as women's sport fans, with women's rugby union fandom growing 66%.
- South Australian PremiercoreState election polling projecting Labor set for record win in South Australia, predicting One Nation surge to second place.
- DSP Mutual FundcoreWinvestor Pulse 2025-26 survey covering 5,050 urban investors in 13 Indian cities on investment behaviors and women's financial independence.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
YouGov competitors and assessment
Company assessmentDirect peers
- Ipsos: Global market research and polling firm offering brand tracking, consumer research, public opinion, and analytics. Ipsos is the most direct comparison to YouGov across services, customers, and methodology.
- Mintel: Independent market research firm providing consumer insights, category reports, and brand intelligence, often competing with YouGov for the same enterprise brand and product-marketing budgets.
- Gallup: Long-established public opinion polling and analytics firm; directly comparable to YouGov's political polling, public-affairs research, and workforce/engagement analytics offerings.
Broad incumbents
- Kantar: One of the world's largest market research and consumer insight groups, with deep panels (including acquired Toluna) and brand-tracking products directly comparable to YouGov's offerings, but at much larger scale.
- NielsenIQ: Global consumer intelligence and measurement company with consumer panels and analytics offerings overlapping with YouGov Crunch and YouGov Profiles, particularly in FMCG and retail.
- GfK: Global market research organization; YouGov acquired its consumer panel business in 2023, but the broader GfK entity remains a comparable in market research, consumer intelligence, and brand measurement.
- Qualtrics: Experience management and survey analytics platform owned by Silver Lake/CPPIB; competes with YouGov's enterprise brand-tracking and AI-driven analytics with a broader XM/VoC portfolio.
Emerging players
- SurveyMonkey: Self-serve online survey platform with an integrated panel market and growing AI analytics features; competes with YouGov Surveys and Crunch in the self-serve/SMB segment.
- Cint: Panel exchange and survey technology provider supplying sample to market research firms including YouGov; competes indirectly through its own consumer insights platform and direct panel offerings.
- Pew Research Center: Nonpartisan research organization producing high-profile public opinion polling and digital news research (e.g., Reuters Institute Digital News Report partnership) directly comparable to YouGov's political and media research.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
YouGov social profiles
Digital presenceYouGov financial estimates
Financial estimateRevenue estimate
Valuation estimate
YouGov leadership team
Management profileNumber of profiles
Profiles9 records
YouGov subsidiaries and ownership
Company hierarchySubsidiaries2 records
YouGov funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
YouGov M&A and investment
M&A and investmentM&A15 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about YouGov
What does YouGov do?
YouGov provides online market research, data analytics, and consulting services through a proprietary global panel of 30+ million members. Its core offerings include the YouGov Crunch data analytics platform, YouGov Profiles consumer intelligence tool, self-serve and full-service research surveys, brand health tracking, and competitor monitoring, sold to commercial brands, governments, media organizations, and academic institutions.
Is YouGov a public or private company?
YouGov is a public company. It is classified as public and is currently operating.
When was YouGov founded?
YouGov was founded in 2000. It employs 501 to 1,000 people.
Where is YouGov based?
YouGov is headquartered in London, United Kingdom, in the Europe region.
How does YouGov make money?
Two revenue lines are on record. Data Solutions & Analytics are the primary driver. The others are custom Research Surveys.
Who are YouGov's main competitors?
Direct peers on record are Ipsos, Mintel and Gallup. Broad incumbents are Kantar, NielsenIQ, GfK and Qualtrics. Emerging players are SurveyMonkey, Cint and Pew Research Center.
Does YouGov have an API?
No public API is recorded for YouGov.
What industry is YouGov in?
YouGov's product category is Market Research and Consumer Data Analytics. Its primary akta.pro industry code is MPAAALAF, Quantitative Research & Survey Analytics (Survey Design, Sampling, Statistical Modeling), with a secondary code of BPAHALAJ, Survey, Panel & Fieldwork Services. Its NAICS code is 541910.