Connecting the dots
Yougov (L:YOU) has been building from its core market research origins, evolving into a broader-based, data technology company, using cross-channel, connected data from its large panels across many countries to inform brands and marketers and help them improve their decision making. The continuing roll-out of its products and services geographically is driving growth well ahead of the market, underpinning the premium rating.
Making big data accessible
YouGov recently held a capital markets event to give a more thorough insight into its products and services, particularly those designed to inform and support the marketer’s workflow. With permissioned data drawn across multiple channels from identifiable individuals, YouGov is uniquely positioned to connect the data, providing a much more detailed and holistic view of consumers. Input covers both attitudes and behaviours, collected from three broad sources: actively from the core surveys; volunteered information from the Opigram platform, where panellists feed in their opinions on a vast number of topics; and passively – with active permission – from panellists’ smartphones, computers, downloads, social media, etc. In the UK, around one third of data is now collected via Opigram, with the US and Germany expected to reach similar levels, and the advantage that it does not need direct incentivisation. Client interfaces have been engineered to be highly intuitive and flexible, with the ability to include and combine with clients’ own data.
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