MCP is an open standard created by AI firm Anthropic for connecting AI applications and large language models to external data, tools and systems. YouGov launched its MCP earlier this year.

The addition of MCP to BrandIndex will allow users to query brand health data directly from AI tools and environments they already use, such as Claude, Copilot and ChatGPT.

Users can therefore ask for brand data, such as awareness, consideration, purchase intent, competitor comparisons, market cuts and time series, in natural language inside the tool in which they are already working.

In addition, users can ask the AI platform they are using how perception of their brand or a product has shifted after a campaign, launch or news event and get an answer from the latest data, with BrandIndex updating daily.

The MCP connects directly to the BrandIndex API, meaning answers to questions come directly from the same source as the BrandIndex platform. The MCP only handles core protocol tasks, with interpretation left to the client’s own AI environment.

Joe Razza, chief product officer at YouGov, said: “YouGov BrandIndex has long been a core part of how many leading marketing and insights teams measure and act on brand health. We understand the way they work is changing and the BrandIndex MCP allows the data they rely on to be fully integrated into AI-native workflows.

“Accessing YouGov’s brand health data in this way means it can seamlessly be used alongside their own data, answering questions, and providing signals in the flow of work.”