Research Quality

Panel recruitment & Incentives

Our pool is recruited from a wide variety of sources. We proactively recruit our panel with targeted campaigns via non-political websites, and specialist recruitment agencies have also been used to contact specific groups, to ensure an appropriate demographic balance. People can also join the panel through the open site, although self-recruited sample is identified as such and not generally used for published political polls.

Although our pool is not an exact representation of the British public, it contains enough people in each major demographic group to draw samples that do represent the electorate as a whole. This is because: a) our pool is sufficiently large to capture Britain’s diversity; b) the company’s recruitment strategy seeks to maximise the chances of obtaining a broadly-based panel; and c) the internet itself has now reached all parts of British society. The sample for each survey is carefully selected and controlled so that it is representative of the adult population as a whole - or the specific audience that the survey is designed to measure.

Respondents receive a small incentive for completing YouGov surveys. The purpose is to ensure that samples are as representative as possible, and that responses are not tilted towards those passionately interested in the subject of the particular survey. Incentives range typically from 50p to £1 per survey, through cash payments to an online account which pays out when the panel member reaches £50, as well as occasional cash prizes. This, together with YouGov’s high media profile, has led to an extremely high response rate - consistently above 50%. This makes it possible to track changing opinions and behaviours among identical sample over time, an extremely powerful research tool.

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. A vast array of accumulated consumer behaviour data on tens of thousands of panel members also permits forensic sampling.

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 pre-election polls, even in difficult-to-call contests such as local government elections. We can use these experiences to fine-tune our methodology for representativeness. Our record of accuracy in opinion polling is unsurpassed in the UK.

For quantitative research, YouGov generally uses larger samples than other agencies, and delivers data at greater speed. 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.