United Kingdom 
United States 
Italia 
Deutschland 
France 
International 
4.6
rating on Trustpilot
Above industry average
by 0.8 points
29 million+
registered panel members
What’s the reality behind your panel data?
If your panel isn’t engaged, consistent, or representative, your insights won’t reflect reality. It might be cheaper or quicker in the short term, but it won’t deliver the results or change you need. Other providers stitch together third‑party sources and call it representative - leaving you with gaps, guesswork, and risk.
YouGov’s proprietary panel is different. Because we own every step - from recruitment to reward - we provide a single, trusted source of truth. And as your data builds, the quality compounds its value, creating a force multiplier on every decision you make.
The proof? Clients consistently report higher accuracy and faster delivery because of our unique approach.
Keeping members engaged
People stay when they feel valued. Our panelists are motivated by more than rewards; they know their voices matter.
- Fair incentives and transparent rewards
- Respect for frequency preferences to avoid fatigue
- “Don’t ask twice” rule: stored answers reduce duplication
- Higher re-contact rates than any competitor, so your research builds on itself
Engaged members give better responses, meaning better insights for you.
Inclusive and representative by design
We don’t just recruit, we retain. Our commitment ensures your data mirrors the real world.
- Focused recruitment of underrepresented groups
- Continuous investment in new tech and partnerships
- Inclusive, neutral research design shaped by member feedback
- Accessible, mobile-first surveys meeting global usability standards
You get to talk to everyone, not just the easy to reach groups.
Surveys people actually want to take
We build surveys people want to answer, protecting against fatigue and driving quality.
- Project-specific and whole-panel lockouts
- Guardrails to prevent rushing and poor-quality responses
- Relevant, engaging content designed to keep members active longer
- Faster completions mean cost savings and reliable data
Thoughtful surveys mean higher quality insights, delivered faster – saving you time and money.
Quality at every step
We embed protections at every stage of the panelist lifecycle: always-on, automated, and adaptive.
- Double opt-in with email validation and domain checks
- Device fingerprinting and geolocation to block bots, VPNs, and duplicates
- ID verification for flagged accounts
- Behavioral checks: speeding, straight-lining, copy/paste patterns
- Redemption safeguards that block bad actors before payout
Every layer of protection means cleaner data you can really trust.
What do you get with reality-based research?
With YouGov’s panel, you gain:
- Confidence in your data, clean, consistent, and representative insights
- Faster, more accurate results, because engaged members respond better
- Access to the hard-to-reach, from Gen Z to business leaders to niche communities
- Compounding value over time, re-contact rates mean your data multiplies in power across studies
Want to understand why panel quality means results for you?
Dive into our latest thinking on why proprietary panels matter, how engagement drives accuracy, and what reflecting reality really looks like.
Meet our experts
FAQs
How do you measure panel quality?
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. While anyone can join our panel, we choose which panelists we invite to take each survey and have rigorous processes in place to ensure the quality of responses included in the final results.
What is the size of the YouGov panel?
Another important measure of a panel is size. YouGov has a panel of over 29 million registered members and is working in 55+ markets. Many data suppliers don’t have their own proprietary panel but instead work with partner vendors or river sampling to boast access. YouGov continues to strive to be the biggest, most representative and most connected proprietary panel in the market.
What are YouGov's re-contact rates?
Another hugely important measure of panel quality is the ability to re-contact respondents. YouGov has the highest re-contact rates, meaning we can create genuinely connected data at scale, and build on your research. Ask us for 50% re-contacts in a follow-up survey, and you’ll get it. Without high re-contact rates, you are just left with the data collected from a single survey, which is not enough.
What consumer data does the YouGov panel cover?
It includes behavioral, opinion, demographic, psychographic, and shopper data across over 18 million shopper trips. Our behavioral data is best-in-market and includes search browsing data, streaming data across all platforms, banking transactions, and more. Combining this with YouGov’s attitudinal data gives you an unparalleled understanding of consumers. You’ll discover what people buy, why they buy it, what leads them to make a purchase and what marketing influences their decisions.
What markets does YouGov operate panels in?
YouGov operates globally, in over 63 markets.
How does YouGov conduct surveys?
All our surveys are conducted online and can be taken on a phone, tablet, or computer – when and where respondents choose. Surveys can include a variety of question types, as well as images, audio, video, and explanatory text to provide context or gather reactions.
How does YouGov weight survey results?
After our surveys finish, we use a process called weighting to make our results more accurately reflect the population we intend to represent. This method gives more or less weight to each respondent based on their demographic characteristics, such as age, gender, race, education or voting preferences. Our weighting process also considers multiple characteristics simultaneously to increase our sample's accuracy in reflecting the way demographic characteristics intersect in the real world.
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.
