YouGov’s redefined brand focuses on /Research Reality
The world has changed a lot in the past few years – socially, politically, technologically – and it’s the job of market research to understand, adapt to and measure these changes. The one constant in this – the backbone of every insight and decision – is data quality.
Get data quality right, and the benefits can be massive. It sharpens perspectives, builds internal confidence, and defines winning strategies – potentially generating millions. And as society grows more complex, data quality becomes harder to deliver. Make the wrong choice, and you will have a reality problem. Make the right choice, and you will understand reality.
At the heart of our new brand position is the critical role that quality data from real people plays in helping organisations understand what people think, feel and do.
That's why we're announcing our new brand commitment at YouGov around a clear, bold position: /Research Reality
YouGov has also evolved recently – most notably with the acquisition of CPS GfK. The rebrand has involved comprehensive review across our whole organisation to align the expertise, values, and goals of YouGov and CPS GfK to create this cohesive brand strategy, new positioning, and messaging approach that reflects the combined strength and ambitions of the redefined and expanded YouGov.
Our brand centres around the four key pillars: ensuring quality of data; growing a unique member community that shares opinions and behaviours; offering trusted expertise from insights professionals; and leveraging innovative technologies such as AI to mine real human insights. Together, these ensure we give clients a competitive advantage by showing them the reality of the world.
By combining real-world, in-depth behavioural and attitudinal data with intelligent technology and human expertise, we deliver rich intelligence with uncompromising accuracy. This empowers individuals, brands, and organisations across the world to make better decisions and stay ahead of the competition.
Mike Woods, Chief Marketing Officer at YouGov: “With CPS GfK – and its rich behavioural data – now being YouGov, it’s important that our brand highlights what we give clients: Research Reality. This is a transformational moment for YouGov as a whole. With so much noise in the data industry, it is vital for us to focus on our fundamental mission: to deliver real-world data from real people in real-time. This all comes back to our panel who shares their opinions and actions with us. When combined with our state-of-the-art technology platforms and research expertise, we deliver clear, accurate data so clients can face reality head-on.”