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NEWS12 November 2014

YouGov unveils ‘revolutionary’ media planning and audience tool

News UK

UK — YouGov has launched a new media planning and audience segmentation tool, YouGov Profiles, which it claims offers unprecedented audience insight.

The product joins 120,000 integrated data points from more than 200,000 of YouGov’s most active UK panelists to show how every member interacts and engages with traditional and new media channels.

The information in the tool ranges from demographic and lifestyle data to consumer and brand information which can be analysed against consumers’ complete media consumption. The company said the methodology allows it to collect personal attributes in more niche areas such as their musical preferences and more abstract considerations such as personality type.

Stephan Shakespeare, YouGov global CEO, said: “The market research industry has had nothing new to say to the creative marketing industry since the invention of the focus group. With YouGov Profiles, we now have a giant range of in-depth, up-to-the-moment, connected data that is reliable for the practical decisions of media management and inspiring for fresh creative angles.

“It knows answers to questions that competing tools have not yet asked and gives brands crucial insights to better understand their customers and competitors. This is a revolutionary product and no other research company can boast the depth and richness of understanding of specific audiences.”

@RESEARCH LIVE

2 Comments

5 years ago

This is insane & trending all over twitter. YouGov leading the way, once again with it's TGI killer

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5 years ago

It's certainly a fun tool! I just wish there was a way to ensure that unskilled data users interpreted the results correctly. I.e., Type one errors, lack of multiple comparisons, generalizing from a non-random sample. Fun wins :)

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