How Consensys scored global media coverage with YouGov insights
Challenge
Consensys needed insights on crypto and Web3 to drive thought leadership and media coverage.
Solution
YouGov surveyed 15,000 people in 15 countries, delivering global and country-specific Web3 trend reports.
Impact
The report gained extensive global media coverage and positioned Consensys as a thought leader.
Business challenge
Consensys, the leading blockchain and web3 software company, wanted to provide a global and regional view of public perceptions around cryptocurrencies, NFTs, Web3, blockchain, and the metaverse. The aim was to gather insights from 15 countries, with robust samples sizes and a consistent methodology in each market. Generating both global and local insights was key to supporting their PR efforts and securing interest from media in different markets.
Solution
Consensys partnered with YouGov to conduct a large-scale survey covering 15,000+ respondents aged 18 to 65 across 15 countries. YouGov’s global panel of more than 27 million registered members ensured comprehensive coverage, with results easily comparable across markets. Once fieldwork was completed, our research team analyzed the data, delivering two key reports: A global report outlining key trends and developments in the web3 landscape and individual country reports focusing on the qualitative evolution of key performance indicators.
Business outcomes
The survey revealed some striking results, including widespread awareness of cryptocurrency but limited knowledge of web3. It also highlighted consumers desire for more ownership and growing concerns around data. The data supported Consensys' efforts to strengthen its position as a thought leader. The company drove an integrated marketing campaign and secured extensive media coverage including major outlets like Exame (Brazil), El Universal (Mexico), Les Echos (France), Times of India and Decrypt.
The research also played a role in identifying new growth markets and aligning the Consensys brand strategy with its audience.
The success of the study led Consensys to repeat the survey the following year, solidifying their position as an industry thought leader.
“The YouGov team was incredibly collaborative and worked quickly to field the survey across all markets. The YouGov name also helped us to land media coverage because journalists trust the data and methodology will be top notch.”