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YouGov

Market research and data analytics firm publishing public opinion polls and consumer brand rankings

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  • Founded 2000
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About YouGov

YouGov is a research company that measures public opinion and consumer behaviour through regular surveys. Its US site carries political polling, current-affairs questions and brand rankings, and it sells research services to businesses that want to understand how people see their brands.

What YouGov does

  • Political polling: voting intention, approval ratings and issue polls, including a regular poll run with The Economist.
  • Consumer and brand rankings: lists such as most-streamed shows, beverage rankings, hotel satisfaction and biggest brand movers.
  • Brand research: measures how people think about a brand, where they encounter it and why they believe in it.
  • Custom research: studies built for clients, now including AI-led qualitative interviews through YouGov Voices.
  • AI simulation with validation: a research product that pairs AI-powered simulation with checks against real-world data.

Who it serves

Brands, advertisers and agencies in sectors such as food and drink, hospitality, retail and media, plus media outlets publishing its polls.

Key facts

  • Market covered here: United States
  • Generational research: Gen Z, Millennials, Gen X and Baby Boomers

Profile written by TrustList from the business's own published information, Sep 2026.

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