YouGov: what the UK thinks

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Political favourability ratings, October 2026

Picky bits, holibobs and cozzy livs - what terms do Britons use?

Government approval

YouGov Parallax

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

Luxury brands

1.Hugo Boss53%
2.Ralph Lauren47%
3.Calvin Klein46%
4.Ted Baker45%
5.Dior45%

European Union

Fame 97%

Thinking about 'Gen Z', i.e. people born between 1997 and 2012, and 'Baby Boomers', i.e. people born between 1946 and 1964, which do you think had it generally harder when they were young adults?

Voting intention, 18-19 October 2026: Lab 27%, Con 23%, Ref 22%, LD 11%, Grn 10%

ASOS cyber security incident: What does it mean for UK consumer trust and shopping intentions?

Pepsi Max is the UK’s most-considered cola brand – but who’s driving the sugar-free surge?

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

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UK Advertisers of the Month 2026

UK Biggest Brand Movers 2026

Brands Rising Among Gen Z in the UK in 2026

Brand health tracking

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Which alcohol brands lead with each generation in the UK?

More British women are using Reddit – but who are they and how can brands reach them?

Happy hour: UK alcoholic beverage rankings 2026

YouGov Voices expands: AI qual interviews now available for custom research clients, showing the ‘why’ behind the numbers – at scale

Are business decision makers in the UK embracing AI?

Was Grand Theft Auto’s Netflix reveal event the right vehicle for the juggernaut game franchise?

[On-demand 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?

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ASOS cyber security incident: What does it mean for UK consumer trust and shopping intentions?

Pepsi Max is the UK’s most-considered cola brand – but who’s driving the sugar-free surge?

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

Brand health tracking

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Energy & utilities

1.Octopus Energy45%
2.British Gas34%
3.E.ON31%
4.Scottish Power25%
5.EDF Energy23%

Asos

Fame 90%

Do you like the taste of Guinness?

Frasers Group buys a stake in Under Armour – but where does it fit into Mike Ashley’s vision?

Will Sephora boost M&S’s brand among younger shoppers?

The bots and the basket: AI's role in Black Friday and Cyber Monday 2026 in Great Britain

Greggs is now the biggest coffee chain by store count. Is it the best?

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Monzo recruits Olivia Colman for its biggest ad campaign yet – but did it make an impact on the public?

YouGov/Cebr Consumer Confidence Index 2026

How Brits manage their money

Brand health tracking

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Business figures

1.Richard Branson42%
2.Alan Sugar39%
3.Deborah Meaden33%
4.Bill Gates32%
5.James Dyson25%

Elon Musk

Fame 97%

Do you think it is acceptable or unacceptable for a candidate at a job interview to bring an iced coffee they had purchased from a store into the job interview with them?

Are business decision makers in the UK embracing AI?

Will AI help financial services companies act in consumers’ best interests? The public aren’t convinced

Business Sentiment Tracker: Business confidence falls in Q2 2026

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

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Most streamed TV shows in the UK 2026

Openness to paid social media features varies by how Britons use social media

How often Brits go to the theatre and musicals

Brand health tracking

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Which Britons are listening to more music?

Olympics

Fame 98%

Which of the following skills, if either, do you think are more important?

YouGov Behavioral: Relationship Status and SVOD Consumption

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

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

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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

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Health & beauty brands

1.Dettol79%
2.Oral-B78%
3.Colgate77%
4.Boots76%
5.NHS76%

NHS

Fame 99%

Thinking about 'Gen Z', i.e. people born between 1997 and 2012, and 'Baby Boomers', i.e. people born between 1946 and 1964, which do you think had it generally harder when they were young adults?

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

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Political favourability ratings, October 2026

Voting intention, 18-19 October 2026: Lab 27%, Con 23%, Ref 22%, LD 11%, Grn 10%

Voting intention

Brand health tracking

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Politicians & political figures

1.Andy Burnham36%
2.Nigel Farage25%
3.Sadiq Khan25%
4.Ed Davey24%
5.Laura Trott24%

Would you support or oppose introducing fines of up to £1,000 for people playing music or videos out loud on their phone speakers on public transport?

Wales political snapshot, October 2026

YouGov News Tracker: 11 - 12 October 2026

Scotland political snapshot, October 2026

Ahead of the 2026 Budget, Labour’s economic reputation has improved since last year

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Picky bits, holibobs and cozzy livs - what terms do Britons use?

What else do Britons call an alleyway?

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.National Lottery51%
2.EuroMillions40%
3.Postcode Lottery32%
4.The Health Lottery26%
5.Scratchcards24%

How closely are you following news around the recent protests in France?

How people give to charity in the UK: Donations, demographics and giving intentions

Two thirds of straight women are unwilling to date a bisexual man

Shelter donation consideration rises following Andy Burnham’s rough sleeping pledge

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

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Man City verdict: What’s the right punishment if the club is found to have broken the Premier League’s financial rules?

What are the most considered betting brands among UK sports fans?

Which sports Brits play

Brand health tracking

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Sports teams

1.Team GB69%
2.England Women's National Football Team54%
3.England National Football Team54%
4.Paralympic GB53%
5.England National Rugby Union Team50%

Manchester City F.C.

Fame 90%

Do you think that competitive yoga (yogasana) should or should not be an Olympic sport?

Did sponsoring The Hundred 2026 improve perceptions of the competition’s marketing partners?

The Hundred finishes for 2026 – but is it bowling the public over?

Which 2026 Premier League clubs have the most local fans?

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

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As BT agrees to buy TalkTalk, what do customers think of the acquisition?

How do attitudes towards AI companies compare to other industries?

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.Duracell68%
2.Philips66%
3.Canon63%
4.Kodak62%
5.Microsoft61%

X (formerly known as Twitter)

Fame 95%

How much, if at all, would you trust a specialised artificial intelligence (AI) tool to give you an accurate medical diagnosis?

More British women are using Reddit – but who are they and how can brands reach them?

Britons are increasingly worried about the impact of AI

YouGov Voices expands: AI qual interviews now available for custom research clients, showing the ‘why’ behind the numbers – at scale

Who's most to blame when AI goes rogue?

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Land Rover in 2026: How have UK consumer perceptions changed?

ScotRail records Britain’s biggest improvement in customer recommendation

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.

Hotel brands

1.Premier Inn66%
2.Travelodge48%
3.Holiday Inn48%
4.Hilton46%
5.Walt Disney Parks and Resorts46%

London

Fame 98%

Popularity 58%

How many days holiday Brits take

Would you support or oppose allowing councils to levy a 'tourist tax' in the form of a small additional charge per night on all hotel, B&B and short term let stays in their area?

UK summer travel 2026: How travel plans compared with reality

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

Have rising fuel prices given EVs a boost in Britain?

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

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YouGov: what the UK thinks

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Engaged panel members share their realities