YouGov

One of the world's largest online research and data analytics companies, with a strong position in brand tracking, audience profiling, and ad testing for the marketing and media industry

YouGov is a leading international research and data analytics group founded in 2000 and headquartered in London. The company operates a proprietary panel of millions of registered members across more than 55 markets, continuously collecting data on consumer attitudes, behaviours, and opinions. Its syndicated and custom research products serve a broad client base including brand marketers, media companies, advertising agencies, financial institutions, and governments. YouGov is publicly listed on the London Stock Exchange. For the advertising and marketing industry, YouGov is particularly significant as a provider of brand health tracking, audience profiling, and media planning intelligence. Its flagship BrandIndex product monitors brand perception metrics daily, while YouGov Profiles delivers deep psychographic and behavioural audience segmentation that planners use to inform media strategy and creative targeting. The company's data is widely used by agencies and media owners to understand audiences, validate campaign effectiveness, and benchmark brand performance against competitors. YouGov has expanded through a series of acquisitions — including Cramer-Krasselt's research arm, GfK's media and entertainment division, and LINK (formerly Millward Brown's ad testing unit) — strengthening its position in ad testing, media measurement, and consumer data. It competes with firms such as Kantar, Ipsos, and Nielsen in the broader market research space, while also facing competition from specialist brand tracking and audience insight platforms. Its combination of always-on panel data, global reach, and self-serve analytics tools positions it as a key data partner for the marketing and media ecosystem.