Join our webinar on Wednesday, March 18, at 1 PM GMT/ 2PM CET, where YouGov will introduce a new approach to brand tracking that puts authentic human voices at the center.Register now

Traditional brand tracking excels at showing what is happening: when perception shifts, when buzz spikes, when reputation moves. What's been missing is a scalable way to hear directly from people about why those changes occur.

Through AI-guided conversations, we can now collect rich, qualitative context from verified YouGov panelists, understanding their narratives, emotions, and motivations, and embed these insights directly into continuous BrandIndex brand health metrics at speed and at scale.

In this session, we’ll explain:

  • Why authentic consumer voices matter more than ever
  • How brands can move from data to understanding to action
  • How AI helps preserve context and meaning while making qualitative insight more scalable
  • Real-world examples, including consumer reactions to Super Bowl advertising, showing how human insight brings brand metrics to life
Register nowGet in touch

Meet the speakers

Joe Razza, Chief Product Officer , YouGov

Joe Razza is a product and design leader with more than 20 years of experience building technology that helps businesses make smarter decisions. As Chief Product Officer at YouGov, he brings over a decade of deep expertise in the market research and insights industry, translating complex data into intuitive, high-impact tools.

Joe has led cross-functional teams across product, design, and engineering, consistently focusing on outcomes that drive end-user value and measurable business results. Passionate about empowering people to do their jobs better, he and his team build products that simplify workflows, unlock insight, and create lasting customer impact.

Olivia Sanchez Torres, Global Qualitative Director - UK, YouGov

Olivia Sanchez Torres leads YouGov’s UK Qualitative Team, part of its global qualitative division. With over 20 years of qualitative research experience, she has delivered insights for major global brands, financial services, and charities. She specialises in digital and film-based methods, including online communities, vox pops, and text-based focus groups. Olivia plays a key role in designing and promoting our Qual at Scale solutions, such as Qual AI Explorer, which uses YouGov’s AI tool to analyse large volumes of open-ended survey data—delivering sentiment analysis and key themes at speed.

She also leads Video Voices, a feature that brings the real voices of survey respondents to the boardroom. Known for her storytelling, Olivia transforms complex findings into clear, actionable insights that help organisations grow with service users and customers at the heart.

Jonathan Van Parys, Chief Platform Officer, YouGov

Jonathan Van Parys is YouGov’s Chief Platform Officer. He oversees the product and engineering teams building YouGov’s technology platforms, including the company’s AI platform.

Jonathan began his career in consulting and operations research, and joined YouGov in 2016 as Director of Public Data, having previously led product teams in the advertising and entertainment industries. He is based in YouGov’s New York office.

YouGov

YouGov is a global research data and analytics group that is powered by reality. Thanks to a unique panel comprising millions of highly engaged members across 64 markets, we deliver unsurpassed accuracy, to inform better, more impactful decisions.

When you want unsurpassed accuracy to inform more impactful decisions, you need real-time, real-world data from real people.

YouGov /Research Reality

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