Improving response quality in brand tracking: YouGov white paper

At YouGov we are proud of our track record of innovation and raising industry standards.  To continue this, we recently made enhancements to the sampling and weighting methodology used in BrandIndex to address the long-standing industry issue of respondent attention.

To accompany the enhancements – which will be rolled out across all BrandIndex markets – our Chief Scientist, Doug Rivers, has written a white paper reporting on measures YouGov has taken over the last year to improve data quality in BrandIndex, describing what they are and their impact on data in the tool.

The paper covers:

• The meaning of data quality
• Measurement of response quality
• Awareness Cross-Entropy: an innovation in response quality measurement

To introduce the white paper, Doug has also recorded a video presentation of its findings.