An MCP is an open-source standard that allows AI models to connect to external data sources, and works across all major large language models.

The addition of the MCP to YPulse will allow clients to get conversational access to its youth data set, covering eight to 39-year-olds across North America and western Europe.

The YPulse MCP queries the entire underlying dataset rather than a pre-selected set of views, and all responses link back to the underlying survey question, the named study and the sample size, helping users to inspect the source before citing a figure. 

In addition, users can see everything YPulse has asked about a topic, get weighted results for audiences they describe and discover what that audience says in its own words.

Dan Coates, chief executive at YPulse, said: “Every youth campaign is a bet, and most brands are betting on secondhand assumptions. YPulse MCP puts verified data and young consumers’ own words into the decision.”