YouGov: what the UK thinks

Voting intention

UK AI report 2026

Nuclear weapons

Grand Theft Auto

Competitor monitoring

FeaturedFeatured

AgenciesAgencies

ConsumerConsumer

EconomyEconomy

EntertainmentEntertainment

HealthHealth

PoliticsPolitics

SocietySociety

SportsSports

TechnologyTechnology

TravelTravel

How do Britons see Reform UK and Nigel Farage, ahead of the party’s 2026 conference?

null

Who would make the best prime minister? August 2026

null

Government approval

YouGov Parallax

The world’s first research product to combine AI-powered simulation with real-world validation.

1.Ralph Lauren53%
2.Calvin Klein52%
3.Dior50%
4.Hugo Boss49%
5.Tommy Hilfiger49%

entity image

The most important issues facing the country

To which country do you think the Falkland Islands should belong?

Voting intention, 30-31 August 2026: Lab 23%, Ref 23%, Con 20%, Grn 13%, LD 12%

[UK webinar] Recommendation champions 2026 - Exploring the brands driving consumer advocacy in the UK

Britons oppose loosening prison early release rules

[Great Britain] Searching for answers: How AI is changing online discovery in 2026

View all content

[UK webinar] Recommendation champions 2026 - Exploring the brands driving consumer advocacy in the UK

Have the Grand Theft Auto VI leaks affected excitement among British gamers?

John Lewis MD Peter Ruis steps down – what has his tenure done for the brand’s public image?

Brand health tracking

YouGov will put your brand in context with accuracy: how people think about it, where they see it, why they believe in it.

Britain’s electric vehicle owners bring their appetite for technology into the home

BT’s Ad Awareness hits two-year high following ‘Behind Brilliant Things’ campaign

UK Biggest Brand Movers 2026

UK Advertisers of the Month 2026

Business Sentiment Tracker: Business confidence falls in Q2 2026

Brands Rising Among Gen Z in the UK in 2026

The gender divide: How British men and women shop differently

FIFA World Cup 2026: The top 5 brand sponsors based on Advertiser Impact Score (AIS)

View all agency content

[UK webinar] Recommendation champions 2026 - Exploring the brands driving consumer advocacy in the UK

Which non-alcoholic beverage brands lead with each generation in the UK?

How important is a brand's stance on wider issues in in society to Brits?

Brand health tracking

YouGov will put your brand in context with accuracy: how people think about it, where they see it, why they believe in it.

Energy & utilities

1.Octopus Energy50%
2.E.ON35%
3.British Gas32%
4.Green Energy UK27%
5.Scottish Gas27%

entity image

Do Brits shop for gifts online or in store?

Now imagine that you are dining with a group of friends at a restaurant. When the bill comes, the value of the food and drink you had is *a LITTLE MORE* than everyone else's. Do you...

John Lewis MD Peter Ruis steps down – what has his tenure done for the brand’s public image?

Sip stars: UK non-alcoholic beverage rankings 2026

How Gen Z consumers eat out in 2026: Attitudes, restaurant types and discovery drivers

Aldi vs. Lidl: Who wins the battle for Gen Z's best value supermarket brand?

View all consumer content

Business Sentiment Tracker: Business confidence falls in Q2 2026

YouGov/Cebr Consumer Confidence Index 2026

How Brits manage their money

Brand health tracking

YouGov will put your brand in context with accuracy: how people think about it, where they see it, why they believe in it.

Business figures

1.Alan Sugar42%
2.Deborah Meaden41%
3.Karren Brady37%
4.James Dyson36%
5.Richard Branson36%

entity image

How Brits feel about the banking industry

Do you think it is appropriate or inappropriate for the government to give households that will have electricity pylons built near them in the future £250 a year off their energy bills as compensation?

YouGov Business Volatility, Uncertainty, Complexity, and Ambiguity Index (VUCA): May 2026

Nearly three in ten Britons don’t do any financial planning

Financial confidence in 2026: How are Britons coping with the increased cost of living?

YouGov/Cebr consumer confidence index records largest monthly increase since 2021

View all economy content

Most streamed TV shows in the UK 2026

YouGov Behavioral: Relationship Status and SVOD Consumption

How often Brits go to the theatre and musicals

Brand health tracking

YouGov will put your brand in context with accuracy: how people think about it, where they see it, why they believe in it.

UK media consumption trends 2026: Do Brits think social media and screen time affects wellbeing?

Margaret Thatcher

entity image

How important is arts and creative industries to the British economy?

Do you think that Margaret Thatcher's period as prime minister marked more of a right turn, more of a wrong turn, or neither a right nor wrong turn for the UK?

UK media consumption trends in 2026: Are smartphones impacting attention spans in the UK?

UK media consumption trends in 2026: Short-form vs. long-form video consumption insights

Which podcast genres are most popular among men and women in Great Britain?

UK media consumption trends in 2026: TV, streaming and social media usage

View all entertainment content

Is EastEnders’ blood cancer storyline increasing awareness of Blood Cancer UK?

What do Britons think about weight loss drugs – in their own words

The NHS vs European Healthcare

Brand health tracking

YouGov will put your brand in context with accuracy: how people think about it, where they see it, why they believe in it.

Health & beauty brands

1.Boots84%
2.Superdrug81%
3.Nivea79%
4.Andrex79%
5.Oral-B77%

entity image

How the government is handling the issue of health in the UK

Would you support or oppose senior doctors (consultants) going on strike over pay and pensions?

Seen or sidelined: Do women aged 50+ feel catered to by today’s fashion and beauty brands?

Seven in ten NHS workers say the health service is poorly prepared for another pandemic

Forever young? Great Britain anti-ageing report 2026

Mother’s Day 2026: The beauty brands winning over UK mums

View all health content

Who would make the best prime minister? August 2026

Voting intention, 30-31 August 2026: Lab 23%, Ref 23%, Con 20%, Grn 13%, LD 12%

Government approval

Brand health tracking

YouGov will put your brand in context with accuracy: how people think about it, where they see it, why they believe in it.

Politicians & political figures

1.John Major36%
2.Nigel Farage32%
3.Laura Trott31%
4.Rishi Sunak27%
5.Kemi Badenoch26%

entity image

Voting intention

How much confidence, if any, do you have that the United States would come to Britain's aid if the UK or its dependent territories faced a military attack?

How do Britons see Reform UK and Nigel Farage, ahead of the party’s 2026 conference?

Britons oppose loosening prison early release rules

Why is government approval so low when Andy Burnham’s personal ratings are so high?

YouGov News Tracker: 23-24 August 2026

View all politics and current affairs content

How UK adults' consideration to donate to Refuge UK shifted through the 2026 FIFA world cup

The YouGov Big Survey on Weddings

Britain's mood, measured weekly

Brand health tracking

YouGov will put your brand in context with accuracy: how people think about it, where they see it, why they believe in it.

Gambling & betting brands

1.EuroMillions56%
2.National Lottery52%
3.Postcode Lottery40%
4.The Health Lottery33%
5.Paddy Power29%

entity image

Government approval

Do you think that Britain today is in a good or bad state?

How do attitudes to language learning differ across Europe?

The YouGov Big Survey on Relationships

Who's taking all the sun loungers? Italians and French more to blame than Germans

What is Britain’s favourite ice cream flavour?

View all society and lifestyle content

From stadiums to street style: Sports-fashion partnerships win over UK consumers

73% of Britons support UEFA’s FIFA World Cup boycott

Which sports Brits play

Brand health tracking

YouGov will put your brand in context with accuracy: how people think about it, where they see it, why they believe in it.

1.Team GB60%
2.Paralympic GB56%
3.England National Football Team55%
4.England Women's National Football Team53%
5.England National Rugby Union Team52%

England National Football Team

entity image

Which sports Brits follow (watch live or support a team)

How interested, if at all, are you in football?

FIFA World Cup 2026: The top 5 brand sponsors based on Advertiser Impact Score (AIS)

Was the FIFA World Cup 2026 well-received compared to previous tournaments?

Lionel Messi’s favourability plummets following World Cup

What do Britons think of the 2026 World Cup changes, in their own words

View all sports content

Who's most to blame when AI goes rogue?

What different generations use AI for

How optimistic or pessimistic are Brits about the influence of the internet on society?

Brand health tracking

YouGov will put your brand in context with accuracy: how people think about it, where they see it, why they believe in it.

Consumer electronics brands

1.Duracell74%
2.Philips72%
3.Canon70%
4.Apple iPad64%
5.Nintendo62%

X (formerly known as Twitter)

entity image

How social media has affected the mental health of Brits

If a person sees two strangers kissing in public who they suspect are having an affair, do you think it is acceptable or unacceptable for them to film the two of them and put the video on social media?

Which AI brands have the most satisfied users?

BT’s Ad Awareness hits two-year high following ‘Behind Brilliant Things’ campaign

As new EU rules on AI come into force, what do the public think of LLM-generated content?

UK AI brand rankings 2026: ChatGPT leads, but Gemini shows momentum

View all technology content

Which UK hotel brands have the most satisfied customers in 2026?

Have rising fuel prices given EVs a boost in Britain?

What type of accommodation do Brits stay in when on holiday?

Brand health tracking

YouGov will put your brand in context with accuracy: how people think about it, where they see it, why they believe in it.

1.Premier Inn72%
2.Hilton56%
3.Holiday Inn53%
4.Walt Disney Parks and Resorts52%
5.Travelodge50%

entity image

How many days holiday Brits take

To which country do you think the Falkland Islands should belong?

BP vs. Shell: Tracking the battle for brand health amid rising fuel costs

Which UK hotel brands are winning with each generation?

Britain’s electric vehicle owners bring their appetite for technology into the home

Anyone’s guest: UK hotel brand rankings for 2026

View all travel content

Real people

Highly engaged panel members share true reflections of their realities: opinions, behavior & experiences.

why-real-people-desktop

why-real-people-mobile

Accurate data

Real data that you can trust with confidence, guiding impactful action.

why-accurate-data-desktop

why-accurate-data-mobile

Pioneering tech & AI

Always-on, powerful technology that augments real data, from real people, with no distortions.

why-tech-ai-desktop

why-tech-ai-mobile

Award-winning experts

Remarkable research experts work to tailor data delivery and insights to suit your needs.

why-experts-desktop

why-experts-mobile

People left

People right

App screenshot

"The best survey app ever"

Our 30 million members say our surveys are interesting, our app is easy to use, they appreciate the rewards & love seeing their opinions reported around the world.