Our vision is for YouGov to be the world's leading provider of marketing and opinion data.

At YouGov, our strategy is guided by a bold ambition: to become the universal infrastructure for trusted opinion and behavioural data sharing. This ambition transcends the delivery of best-in-class data products and customised research services. It is about building an integrated, scalable, and futureproof platform that creates lasting value for all stakeholders.

Our Platform

YouGov’s Platform is a dynamic ecosystem where three core groups (Public, Members and Clients) interact, contribute, and co-create value: By integrating these groups within a unified platform, YouGov harnesses powerful network effects, drives operational scalability and enriches its data asset.

Strategic Priorities

To achieve this ambition, YouGov is executing a focussed strategy across four key priorities that strengthens our core assets, differentiates our offer and drives operational excellence, while being fully aligned with our long-term strategic growth plan (SP3).

Strategic Enablers

To fully realise its platform ambition, YouGov is investing in five strategic enablers that will drive long-term differentiation and sustained competitive advantage:

  • Fame
    Continue to grow YouGov’s reputation as the authoritative public voice on opinion and behavioural data
  • Laptop
    Best Data
    Deliver accurate, timely, and interconnected data that meets the evolving needs of clients
  • Strategy sheet with x, o, and arrow
    Best Panel
    Build and maintain a large, highly engaged and recontactable panel to ensure robust, proprietary data assets
  • Application
    Focus on data that is practical, decision-ready, and seamlessly embedded into client work-flows
  • System
    Create a transparent, scalable, and efficient operating system that supports growth, accountability, and continuous improvement
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