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Not all research is created equal
For the past 12 months, data quality and panel reliability have been the number one concern for research buyers. Yet too many providers still cut corners, rely on patchwork third-party sources, and pass off volume as validity.
YouGov is different. We are the world’s most trusted market research provider, with methods proven in the toughest possible tests - from daily brand tracking to elections called seat by seat with unrivalled accuracy.
Most quoted research company
in the world, Meltwater '25
4.6
panel rating on Trustpilot
30 million+
registered global panel members
How YouGov keeps your data accurate
Dedication to data science
YouGov monitors accuracy continuously through proprietary safeguards and independent benchmarking. We're committed to maintaining a representative sample and accurate weighting methodology.
- Awareness Cross Entropy (ACE) : corrects volatility and ensures trend stability in tracking
- Multi-level Regression and Post-stratification (MRP) methodologies mean our election predictions are the most accurate
- Response Quality Score (RQS): detects inattentive panel behavior before results are processed
- Nationally representative data with robust statistical weighting methodologies
- Benchmarking against other providers for representativeness and reliability
- Human oversight and automated auditing to keep accuracy standards uncompromised
Continuous validation means you get confidence in your results - not just once, but every time you run research.
Survey design & fraud detection
Poor data quality costs organizations millions. YouGov is committed to improving response and panel quality, and increasing sample sizes, to drive further accuracy.
We build surveys people want to take - short, clear, and engaging, so responses are thoughtful and complete:
- Concise question design tested for comprehension and fatigue
- Real-time validation and logic checks to spot inconsistencies
- Automated quality flags to remove low-effort or rushed answers
- Continuous UX testing to refine clarity and respondent flow
Every question is crafted to capture intent accurately, giving you cleaner data from the start.
Accuracy proven, measured, and maintained
YouGov links every datapoint back to verified individuals through our connected data, building a continuous record you can trust.
- Long-term profiles linking demographics, declared, and behavioral data
- Historic answers compared against current responses to flag anomalies
- Reduced re-asking through stored known variables
- Data enrichment through permissioned integrations and contextual signals
YouGov's unrivalled data foundation turns isolated surveys into a connected view of people, making your insights more consistent and comparable over time.
Most quoted research company in the world
We're known for our dependable, connected data, and access to hard-to-reach demographics. That's why media and academic partners trust YouGov's data.
- Joint research centre with Cambridge University, The YouGov-Cambridge Centre for Public Opinion Research
- The New York Times said YouGov “stands apart….Its data has been analyzed by third parties, used by academics, and found to outperform other nonprobability data.
What do you get with the most trusted data around?
- Confidence in every decision, because insights match reality
- Stability over time, enabling long-term tracking and comparability
- Faster, cleaner results thanks to always-on quality checks
- Deeper context from connected data that builds value over time
Curious about what makes our data different?
Explore our latest thinking on connected data, methodology, and research. You'll find out more about how top ranking brands are using YouGov's high-quality data to inform impactful decisions and outperform competitors.
Meet our experts
Data quality FAQs
How does YouGov preserve data quality?
We are committed to providing unparalleled levels of data accuracy. YouGov’s data quality comes from its proprietary panel. There are many ways to measure panel quality, however, whether a panel can represent populations to a high statistical standard, and reflect full diversity, is of critical importance.
How accurate is YouGov data?
Real time updates reflect changing trends and behavior. YouGov’s polling is renowned for its accuracy and for pioneering the MRP model. The New York Times has attributed YouGov's performance to its curation of its respondent panel and a sophisticated sampling process from that panel.
How large is the panel that YouGov’s data is sourced from?
YouGov’s proprietary panel includes over 30 million registered members spanning 55+ markets. Unlike competitors who outsource their sampling, we continue to build the industry's largest, most representative panel you can access directly. The sheer size and reach of our panel enable us to deliver highly precise intelligence.
How does YouGov increase sample accuracy?
We fine-tune our survey results through weighting; ensuring they accurately mirror our target population. By adjusting for demographics like age, gender, and education, we capture real-world population characteristics and their natural intersections.
How is YouGov committed to maintaining a representative sample and accurate weighting methodology?
YouGov Profiles is our flagship audience intelligence product. It assembles data on a wide range of topics that are collected from diverse, overlapping samples. This results in the vast range of data available.
YouGov applies rigorous panel quality checks designed to deliver high quality data from verified respondents, helping ensure clean, trustworthy data from real people.
YouGov Profiles data benefits from our recent enhancement: the statistical methodology of hot deck imputation. Used by other official statistics organisations, such as the U.S. Census bureau, this approach allows us to statistically estimate representative data in cases where coverage may be limited across certain questions. Hot deck imputation can help to improve weighting accuracy, reduce data variability and improve the accuracy of population size estimates within YouGov Profiles.
Trust YouGov
You can get access to real-world data and market research expertise, powered by reality – from real people, in real time. Insights that help you make better strategic decisions.
