Unmatched data quality
Demand data from real people, in real time. With accurate, actionable data that promises unparalleled results – thanks to YouGov’s panel and research expertise – data quality could be the silent hero behind winning decisions.
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rating on Trustpilot29 million+
registered panel members2million+
profiling points
Not all research is created equal
Poor data quality costs organizations millions. High-quality data and superior insights guide impactful action, grounding your research in reality.
With robust screening, we avoid unreliable and distorted research. No bots to be seen here.
Leading brands trust our unmatched intelligence. You’ll be able to pull out insights you weren’t even looking for and find hidden links in the data that unlock new decision paths.
Why YouGov?
The most trusted robust, reliable data
The truth is you need data you can depend on to avoid financial or reputational damage. YouGov provides unparallelled levels of data accuracy, combined with real-time updates for the latest changes in trends and behaviors. Helping you scale and expand your business.
Unique methodology
Our Awareness Cross Entropy (ACE) methodology enhances brand awareness measurement and counters survey fraud. While our Multi-level Regression and Post-stratification (MRP) methodologies mean our election predictions are the most accurate. Yes, really.
Extensive reach
We’re known for our dependable, connected data, and access to hard-to-reach demographics. Our data delivers real-world intelligence that guides market leading decisions and fuels growth with rich insights.
The results speak for themselves
German '25 election: most accurate pollster with 92% accuracy on constituency.
Australian '25 election: the only pollster who predicted a majority government (YouGov data showed 97% probability)
UK '24 election: most accurate pollster with 92% accuracy on seats.
Our approach is built to decode real-world complexity. Paired with one of the most engaged online research panels on the planet, it lets us track hidden patterns before they surface. And make confident calls when others can’t. That's why we use political polling & elections as a benchmark for our data accuracy.
For you, this isn’t about politics. It’s about precision in audience intelligence. In campaign strategy. In shopper intelligence. In brand futures.
If we can accurately call the mood of a nation, imagine what we can do for your business.
What makes our data different?
Explore our articles to find out more about how the top ranking brands are using our high-quality data to inform impactful decisions and outperform competitors.
Data quality FAQs
How does YouGov preserve data quality?
We are committed to providing unparalleled levels of data accuracy. YouGov’s data quality comes from its proprietary panel. There are many ways to measure panel quality, however, whether a panel can represent populations to a high statistical standard, and reflect full diversity, is of critical importance.
How accurate is YouGov data?
Real time updates reflect changing trends and behavior. YouGov’s polling is renowned for its accuracy and for pioneering the MRP model. The New York Times has attributed YouGov's performance to its curation of its respondent panel and a sophisticated sampling process from that panel.
How large is the panel that YouGov’s data is sourced from?
YouGov’s proprietary panel includes over 29 million registered members spanning 55+ markets. Unlike competitors who outsource their sampling, we continue to build the industry's largest, most representative panel you can access directly. The sheer size and reach of our panel enable us to deliver highly precise intelligence.
How does YouGov increase sample accuracy?
We fine-tune our survey results through weighting; ensuring they accurately mirror our target population. By adjusting for demographics like age, gender, and education, we capture real-world population characteristics and their natural intersections.