Submit an inquiry

Prefer email? We'll come back to you within 24 hours.

Get in touch

Book a demo

Ready to hear more?

Schedule a time

Business

Access YouGov products and services as a business.

Sign inRegister as a client

Members

Take surveys and earn points as a member of the YouGov panel.

Sign inRegister as a member

Target audience identification and analysis for better results

How can you capture your audience? You need to understand them first. Who they are, what they do, and what really drives their decisions. Other panels don't compare. You need real, deep audience intelligence from rich profiling and behavioral data through YouGov.

Audience intelligence - Understanding an audience - Intro

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.

Why

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.

How

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.

What

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.

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.

GOOD
ExCel London logo
Mando Connect Logo
Premiership Rugby
Platanomelon-Logo
havas4
Edelman logo

“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

View case study

Meet our experts

Anna Murphy
expert image
Justin Marshall
Head of Digital, Media, and Technology

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.