Research Quality

Eliciting frankness of response

Independent academic research has demonstrated that people respond more frankly through online self-completion than through person-to-person interviews. Furthermore, it is possible to present respondents with complex information online and expect a higher level of consideration, which is impossible in telephone interviews.

Proprietary Technology

We have developed our own advanced survey technology which means we can respond to client needs with greater flexibility and lower cost – and, crucially – which allows us to experiment and innovate to ensure we remain the leading-edge practitioners of online research.

Experience in Panel Management

YouGov accumulates years of longitudinal data on its panel, it becomes ever more sophisticated in its ability to gain the most insight out of data and to understand the significance of trends as they develop.

Accuracy

The only way to demonstrate the accuracy of attitudinal research is to compare predictions with actual outcomes. This is why we have consistently published exit polls in all regional general elections since 2001. We can use these experiences to fine-tune our methodology for representativeness. Our record of accuracy in exit polling in online has been internationally recognized and presented at an ESOMAR congress.

We also have online qualitative research tools. Our data is of a higher quality and our cost base is lower than that required by the use of conventional market research techniques. This means that we can pass on these cost savings to our clients.

Our unique methodology enables us to create representative samples through the Internet. It is a methodology of demonstrable superiority in terms of accuracy, frankness and depth of response – as well as speed and cost-effectiveness.