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Precise data for precise target audience insights
Audiences aren’t just data points. They’re real people with real opinions, behaviors, and motivations. To reach the right people, you must first understand them – what they buy, watch, engage with, purchase and more.
Go beyond the surface with granular profiling and behavioral data that covers media consumption, brand perceptions, shopping habits, psychographics, search queries, social media, opinions and beyond.
From eco-consumers to astrology fanatics, Gen Z to Boomer, get an audience reality check.
High-quality data you can really trust
Move from assumption to intelligence with audience understanding grounded in real data, not guesswork. Stay informed with millions of data points: from the brands your target audience trusts to streaming habits, causes they support, and hobbies they love.
Real people, real perspectives
Understand your audience through the eyes of our highly engaged, globally representative panel. From deep profiling to behavioral data, with our audience segmentation tools, you’ll see how real-world actions align with attitudes.
Tailored to your data needs
Every audience is different. Whether you need broad consumer trends or niche segmentation, our solutions flex to fit your audience research goals – helping you connect with the right people at the moments that matter most.
View your audience in ultra-high definition
Build an understanding of your audience that reflects their reality with our industry-leading audience profiling platform and solutions.
YouGov Profiles
Discover our flagship audience tool: deep audience understandingRun market research to your audience
From quick surveys to custom research – work with our experts for actionable intelligence.Testing for campaigns that hit home
Test ads, reach your target audience & perfect performance.Persona creation
Bring your audience to life with detailed personas – see how their tastes, values, and habits shape the decisions they make.Unpack consumer behavior
Know who buys what, where, how much, how often, and why with shopper intelligence.Not sure what solution you need? Let's chat.
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Audience identification case studies
Discover how we’ve helped thousands of insight and brand teams with audience segmentation tools that deliver accurate intelligence in our latest case studies.
“YouGov allowed us to develop entirely bespoke segments based on our needs and gave us credible data to position ourselves as thought leaders in purpose-based marketing”.
Pete Grant, Planning Director
Meet our experts
Boosting brands with deep understanding
Dive into our expert guides to audience intelligence, and 4read the latest fresh perspectives on understanding consumers with our editorial content.
Audience understanding FAQs
Is audience intelligence right for my business?
Yes, whatever your industry, every business benefits from truly understanding its audience. We track millions of data points across global markets, helping brands of all sizes build a detailed picture of their customers – what drives them, how they behave, and how best to reach them.
What profiling variables or audience datapoints can I access?
YouGov has over 2 million global profiling datapoints across psychographics, demographics, media consumption, attitudes and opinion, consumer behavior, shopping data, brand consideration, and beyond.
We can help you gain an in-depth understanding on the audiences you know, and those you need to know a little better.
Can I get audience intelligence that’s bespoke to my business needs?
Whether you’re after quick insights for a pitch, are building detailed customer personas or would like to commission tailored, in-depth studies on your audience, our research experts are on-hand to support you, with tiers of service to suit business needs.
Trust YouGov’s audience tools
YouGov’s audience intelligence data comes from our proprietary panel and is grounded in reality.
