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Reality Report 2026

Who’s really behind your data? How is it collected, controlled, and checked? And can your provider prove it reflects reality?

The Reality Report examines why data accuracy and panel quality have become the industry’s biggest concern - and sets out the standards you should expect when accuracy really matters.

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Panel and data quality are the number one concern for market research users today.* And it’s no surprise.

As that concern rises, more and more providers are claiming their data is “real” or “human” without owning or controlling the panel behind it.

YouGov was founded on a simple belief: owning - and constantly improving - the panel is essential.

If you don’t own the panel, you don’t control recruitment, engagement, or quality. And, even among owned panels, quality varies widely with plenty of the big names cutting corners to meet response targets.

The Reality Report is our response to these concerns.

It sets out, clearly and transparently, how YouGov approaches data quality across our panel and methodologies - and how we deliver accuracy at scale.

* 3rd party study commissioned by YouGov of 3,000+ market research users, August 2025

See how data quality really works, and how to tell who passes the reality check.

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Not got time for the full report? Start with the checklist

The report is comprehensive but yes, it’s long.

So, we’ve also created a simple Data Quality Checklist you can use when evaluating any provider.

It highlights the questions buyers should always be asking and links back to the Reality Report or articles so you can see how YouGov does it.

Why YouGov?

YouGov is consistently recognised as:

  • The most trusted market research provider, by users who have used research or data products within the last 12 months*
  • The most quoted research company globally
  • The most accurate pollsters across multiple markets, where results are publicly tested against reality

    * 3rd party study commissioned by YouGov of 3,000+ market research users, August 2025