The underlying strategy that drives our long-term growth plan is defined by the mantra: "YouGov. Best panel - Best data - Best tools."

Since the early 2000’s - when YouGov pioneered the use of the internet to conduct market research - our business model has been built on the principle that internet-based research is more accurate than traditional research methods.

During the past two decades, we have focused on developing our smarter alternatives to traditional market research by improving the connectedness and interoperability of our products and services, aligning them in a single connected system to support all stages of the marketing workflow.

We now operate in more than 40 markets and our data and research is used by many of the world’s most recognised brands. Our proprietary global panel is comprised of over 8 million YouGov individuals engaged within a GDPR-permissioned environment which is supported by our secure ISO 27001 certificated operations.

About _ Strategy 2

Our ambition for growth is undiminished

Our investments in technology and products during the last five-year plan (2014-2019) has created a platform for scalable profit generation and has enabled our business to consistently deliver results ahead of the market. As part of our next long-term growth plan (2019-2023), we will continue to invest in proprietary technology and geographic expansion to support the consolidation of our products, services and tools into a systematic platform serving YouGov data and intelligence to our global client-base.

Our ambition is to have the world’s largest and most engaged research panel and be the leading supplier of proprietary panel data, used by every public-facing organisation and by hundreds of millions of people as a public daily resource. We want YouGov to be the world’s leading provider of high-quality market and opinion data and insights. To achieve this ambition, we are focussed on ensuring the highest-quality of our panel, data and tools.