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<li id="toc-2000–2010" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#2000–2010"> <div class="vector-toc-text"> <span class="vector-toc-numb">1.1</span> <span>2000–2010</span> </div> </a> <ul id="toc-2000–2010-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-2011–2020" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#2011–2020"> <div class="vector-toc-text"> <span class="vector-toc-numb">1.2</span> <span>2011–2020</span> </div> </a> <ul id="toc-2011–2020-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-2021–present" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#2021–present"> <div class="vector-toc-text"> <span class="vector-toc-numb">1.3</span> <span>2021–present</span> </div> </a> <ul id="toc-2021–present-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Description_and_governance" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Description_and_governance"> <div class="vector-toc-text"> <span class="vector-toc-numb">2</span> <span>Description and governance</span> </div> </a> <ul id="toc-Description_and_governance-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Methodology" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Methodology"> <div class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>Methodology</span> </div> </a> <ul id="toc-Methodology-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Allegations_of_poll_manipulation" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Allegations_of_poll_manipulation"> <div class="vector-toc-text"> <span class="vector-toc-numb">4</span> <span>Allegations of poll manipulation</span> </div> </a> <ul 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vector-toc-level-2"> <a class="vector-toc-link" href="#United_Kingdom"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.2</span> <span>United Kingdom</span> </div> </a> <ul id="toc-United_Kingdom-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-United_States" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#United_States"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.3</span> <span>United States</span> </div> </a> <ul id="toc-United_States-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Notes" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Notes"> <div class="vector-toc-text"> <span class="vector-toc-numb">6</span> <span>Notes</span> </div> </a> <ul id="toc-Notes-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-References" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a 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Available in 19 languages" > <label id="p-lang-btn-label" for="p-lang-btn-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--action-progressive mw-portlet-lang-heading-19" aria-hidden="true" ><span class="vector-icon mw-ui-icon-language-progressive mw-ui-icon-wikimedia-language-progressive"></span> <span class="vector-dropdown-label-text">19 languages</span> </label> <div class="vector-dropdown-content"> <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li class="interlanguage-link interwiki-ar mw-list-item"><a href="https://ar.wikipedia.org/wiki/%D9%8A%D9%88%D8%AC%D9%88%D9%81" title="يوجوف – Arabic" lang="ar" hreflang="ar" data-title="يوجوف" data-language-autonym="العربية" data-language-local-name="Arabic" class="interlanguage-link-target"><span>العربية</span></a></li><li class="interlanguage-link interwiki-azb mw-list-item"><a href="https://azb.wikipedia.org/wiki/%DB%8C%D9%88%D8%AC%D9%88%D9%81" title="یوجوف – South Azerbaijani" lang="azb" hreflang="azb" data-title="یوجوف" data-language-autonym="تۆرکجه" data-language-local-name="South Azerbaijani" class="interlanguage-link-target"><span>تۆرکجه</span></a></li><li class="interlanguage-link interwiki-ca mw-list-item"><a href="https://ca.wikipedia.org/wiki/YouGov" title="YouGov – Catalan" lang="ca" hreflang="ca" data-title="YouGov" data-language-autonym="Català" data-language-local-name="Catalan" class="interlanguage-link-target"><span>Català</span></a></li><li class="interlanguage-link interwiki-cs mw-list-item"><a href="https://cs.wikipedia.org/wiki/YouGov" title="YouGov – Czech" lang="cs" hreflang="cs" data-title="YouGov" data-language-autonym="Čeština" data-language-local-name="Czech" class="interlanguage-link-target"><span>Čeština</span></a></li><li class="interlanguage-link interwiki-da mw-list-item"><a href="https://da.wikipedia.org/wiki/YouGov" title="YouGov – Danish" lang="da" hreflang="da" data-title="YouGov" data-language-autonym="Dansk" data-language-local-name="Danish" class="interlanguage-link-target"><span>Dansk</span></a></li><li class="interlanguage-link interwiki-de mw-list-item"><a href="https://de.wikipedia.org/wiki/YouGov" title="YouGov – German" lang="de" hreflang="de" data-title="YouGov" data-language-autonym="Deutsch" data-language-local-name="German" class="interlanguage-link-target"><span>Deutsch</span></a></li><li class="interlanguage-link interwiki-es mw-list-item"><a href="https://es.wikipedia.org/wiki/YouGov" title="YouGov – Spanish" lang="es" hreflang="es" data-title="YouGov" data-language-autonym="Español" data-language-local-name="Spanish" class="interlanguage-link-target"><span>Español</span></a></li><li class="interlanguage-link interwiki-fa mw-list-item"><a href="https://fa.wikipedia.org/wiki/%DB%8C%D9%88%DA%AF%D8%A7%D9%88" title="یوگاو – Persian" lang="fa" hreflang="fa" data-title="یوگاو" data-language-autonym="فارسی" data-language-local-name="Persian" class="interlanguage-link-target"><span>فارسی</span></a></li><li class="interlanguage-link interwiki-fr mw-list-item"><a href="https://fr.wikipedia.org/wiki/YouGov" title="YouGov – French" lang="fr" hreflang="fr" data-title="YouGov" data-language-autonym="Français" data-language-local-name="French" class="interlanguage-link-target"><span>Français</span></a></li><li class="interlanguage-link interwiki-ko mw-list-item"><a href="https://ko.wikipedia.org/wiki/%EC%9C%A0%EA%B3%A0%EB%B8%8C" title="유고브 – Korean" lang="ko" hreflang="ko" data-title="유고브" data-language-autonym="한국어" data-language-local-name="Korean" class="interlanguage-link-target"><span>한국어</span></a></li><li class="interlanguage-link interwiki-id mw-list-item"><a href="https://id.wikipedia.org/wiki/YouGov" title="YouGov – Indonesian" lang="id" hreflang="id" data-title="YouGov" data-language-autonym="Bahasa Indonesia" data-language-local-name="Indonesian" class="interlanguage-link-target"><span>Bahasa Indonesia</span></a></li><li class="interlanguage-link interwiki-nl mw-list-item"><a href="https://nl.wikipedia.org/wiki/YouGov" title="YouGov – Dutch" lang="nl" hreflang="nl" data-title="YouGov" data-language-autonym="Nederlands" data-language-local-name="Dutch" class="interlanguage-link-target"><span>Nederlands</span></a></li><li class="interlanguage-link interwiki-no mw-list-item"><a href="https://no.wikipedia.org/wiki/YouGov" title="YouGov – Norwegian Bokmål" lang="nb" hreflang="nb" data-title="YouGov" data-language-autonym="Norsk bokmål" data-language-local-name="Norwegian Bokmål" class="interlanguage-link-target"><span>Norsk bokmål</span></a></li><li class="interlanguage-link interwiki-pl mw-list-item"><a href="https://pl.wikipedia.org/wiki/YouGov" title="YouGov – Polish" lang="pl" hreflang="pl" data-title="YouGov" data-language-autonym="Polski" data-language-local-name="Polish" class="interlanguage-link-target"><span>Polski</span></a></li><li class="interlanguage-link interwiki-pt mw-list-item"><a href="https://pt.wikipedia.org/wiki/YouGov" title="YouGov – Portuguese" lang="pt" hreflang="pt" data-title="YouGov" data-language-autonym="Português" data-language-local-name="Portuguese" class="interlanguage-link-target"><span>Português</span></a></li><li class="interlanguage-link interwiki-sv mw-list-item"><a href="https://sv.wikipedia.org/wiki/Yougov" title="Yougov – Swedish" lang="sv" hreflang="sv" data-title="Yougov" data-language-autonym="Svenska" data-language-local-name="Swedish" class="interlanguage-link-target"><span>Svenska</span></a></li><li class="interlanguage-link interwiki-tr mw-list-item"><a href="https://tr.wikipedia.org/wiki/YouGov" title="YouGov – Turkish" lang="tr" hreflang="tr" data-title="YouGov" data-language-autonym="Türkçe" data-language-local-name="Turkish" class="interlanguage-link-target"><span>Türkçe</span></a></li><li class="interlanguage-link interwiki-vi mw-list-item"><a href="https://vi.wikipedia.org/wiki/YouGov" title="YouGov – Vietnamese" lang="vi" hreflang="vi" data-title="YouGov" data-language-autonym="Tiếng Việt" data-language-local-name="Vietnamese" class="interlanguage-link-target"><span>Tiếng Việt</span></a></li><li class="interlanguage-link interwiki-zh mw-list-item"><a href="https://zh.wikipedia.org/wiki/YouGov" title="YouGov – Chinese" lang="zh" hreflang="zh" data-title="YouGov" data-language-autonym="中文" data-language-local-name="Chinese" class="interlanguage-link-target"><span>中文</span></a></li> </ul> <div class="after-portlet after-portlet-lang"><span class="wb-langlinks-edit wb-langlinks-link"><a href="https://www.wikidata.org/wiki/Special:EntityPage/Q1470929#sitelinks-wikipedia" title="Edit interlanguage links" class="wbc-editpage">Edit links</a></span></div> </div> </div> </div> </header> <div class="vector-page-toolbar"> <div class="vector-page-toolbar-container"> <div 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class="noprint">From Wikipedia, the free encyclopedia</div> </div> <div id="contentSub"><div id="mw-content-subtitle"></div></div> <div id="mw-content-text" class="mw-body-content"><div class="mw-content-ltr mw-parser-output" lang="en" dir="ltr"><div class="shortdescription nomobile noexcerpt noprint searchaux" style="display:none">Multinational market research company</div> <p class="mw-empty-elt"> </p> <style data-mw-deduplicate="TemplateStyles:r1257001546">.mw-parser-output .infobox-subbox{padding:0;border:none;margin:-3px;width:auto;min-width:100%;font-size:100%;clear:none;float:none;background-color:transparent}.mw-parser-output .infobox-3cols-child{margin:auto}.mw-parser-output .infobox .navbar{font-size:100%}@media screen{html.skin-theme-clientpref-night .mw-parser-output .infobox-full-data:not(.notheme)>div:not(.notheme)[style]{background:#1f1f23!important;color:#f8f9fa}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output 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.ib-company-country{display:inline}</style><table class="infobox ib-company vcard"><caption class="infobox-title fn org" style="font-size: 125%;">YouGov plc</caption><tbody><tr><td colspan="2" class="infobox-image ib-company-logo logo"><span class="mw-default-size" typeof="mw:File/Frameless"><a href="/wiki/File:YouGov-2019.svg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/0/00/YouGov-2019.svg/250px-YouGov-2019.svg.png" decoding="async" width="220" height="48" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/0/00/YouGov-2019.svg/330px-YouGov-2019.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/0/00/YouGov-2019.svg/500px-YouGov-2019.svg.png 2x" data-file-width="512" data-file-height="111" /></a></span></td></tr><tr><th scope="row" class="infobox-label">Company type</th><td class="infobox-data category"><a href="/wiki/Public_limited_company" title="Public limited company">Public</a></td></tr><tr><th scope="row" class="infobox-label"><div style="display: inline-block; line-height: 1.2em; padding: .1em 0;"><a href="/wiki/Ticker_symbol" title="Ticker symbol">Traded as</a></div></th><td class="infobox-data"><a href="/wiki/London_Stock_Exchange" title="London Stock Exchange">LSE</a>: <a rel="nofollow" class="external text" href="https://www.londonstockexchange.com/stock/YOU//">YOU</a></td></tr><tr><th scope="row" class="infobox-label">Industry</th><td class="infobox-data category"><style data-mw-deduplicate="TemplateStyles:r1126788409">.mw-parser-output .plainlist ol,.mw-parser-output .plainlist ul{line-height:inherit;list-style:none;margin:0;padding:0}.mw-parser-output .plainlist ol li,.mw-parser-output .plainlist ul li{margin-bottom:0}</style><div class="plainlist"><ul><li><a href="/wiki/Market_research" title="Market research">Market research</a></li><li><a href="/wiki/Opinion_polling" class="mw-redirect" title="Opinion polling">Opinion polling</a></li></ul></div></td></tr><tr><th scope="row" class="infobox-label">Founded</th><td class="infobox-data">2000<span class="noprint">; 25 years ago</span><span style="display:none"> (<span class="bday dtstart published updated">2000</span>)</span><sup id="cite_ref-1" class="reference"><a href="#cite_note-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup></td></tr><tr><th scope="row" class="infobox-label">Founders</th><td class="infobox-data agent"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1126788409" /><div class="plainlist"><ul><li><a href="/wiki/Stephan_Shakespeare" title="Stephan Shakespeare">Stephan Shakespeare</a></li><li><a href="/wiki/Nadhim_Zahawi" title="Nadhim Zahawi">Nadhim Zahawi</a></li></ul></div></td></tr><tr><th scope="row" class="infobox-label">Headquarters</th><td class="infobox-data label"><a href="/wiki/London" title="London">London</a>, United Kingdom</td></tr><tr><th scope="row" class="infobox-label"><div style="display: inline-block; line-height: 1.2em; padding: .1em 0;">Area served</div></th><td class="infobox-data">Australia, France, Germany, Italy, Singapore, Spain, Switzerland, United Kingdom, United States</td></tr><tr><th scope="row" class="infobox-label"><div style="display: inline-block; line-height: 1.2em; padding: .1em 0;">Key people</div></th><td class="infobox-data agent"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1126788409" /><div class="plainlist nowrap"><ul><li>Stephan Shakespeare (CEO)</li><li><a href="/wiki/Douglas_Rivers" title="Douglas Rivers">Douglas Rivers</a> (chief scientist)</li></ul></div><sup id="cite_ref-Report_2-0" class="reference"><a href="#cite_note-Report-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup></td></tr><tr><th scope="row" class="infobox-label">Revenue</th><td class="infobox-data">£335.3 million<sup id="cite_ref-Report_2-1" class="reference"><a href="#cite_note-Report-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> (2024)</td></tr><tr><th scope="row" class="infobox-label"><div style="display: inline-block; line-height: 1.2em; padding: .1em 0;"><a href="/wiki/Earnings_before_interest_and_taxes" title="Earnings before interest and taxes">Operating income</a></div></th><td class="infobox-data">£4.0 million<sup id="cite_ref-Report_2-2" class="reference"><a href="#cite_note-Report-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> (2024)</td></tr><tr><th scope="row" class="infobox-label"><div style="display: inline-block; line-height: 1.2em; padding: .1em 0;"><a href="/wiki/Net_income" title="Net income">Net income</a></div></th><td class="infobox-data">–£2.1 million<sup id="cite_ref-Report_2-3" class="reference"><a href="#cite_note-Report-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> (2024)</td></tr><tr><th scope="row" class="infobox-label"><span class="nowrap"><a href="/wiki/Asset" title="Asset">Total assets</a></span></th><td class="infobox-data">£183.2 million<sup id="cite_ref-Report_2-4" class="reference"><a href="#cite_note-Report-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>a<span class="cite-bracket">]</span></a></sup> (2024)</td></tr><tr><th scope="row" class="infobox-label"><span class="nowrap"><a href="/wiki/Equity_(finance)" title="Equity (finance)">Total equity</a></span></th><td class="infobox-data">£183.2 million<sup id="cite_ref-Report_2-5" class="reference"><a href="#cite_note-Report-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> (2024)</td></tr><tr><th scope="row" class="infobox-label">Members</th><td class="infobox-data"><abbr title="circa">c.</abbr><span style="white-space:nowrap;"> 29 million+</span><sup id="cite_ref-Report_2-6" class="reference"><a href="#cite_note-Report-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> (2024)</td></tr><tr><th scope="row" class="infobox-label"><div style="display: inline-block; line-height: 1.2em; padding: .1em 0;">Number of employees</div></th><td class="infobox-data"><abbr title="circa">c.</abbr><span style="white-space:nowrap;"> 3,000+</span><sup id="cite_ref-Report_2-7" class="reference"><a href="#cite_note-Report-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>b<span class="cite-bracket">]</span></a></sup> (2024)</td></tr><tr><th scope="row" class="infobox-label">Website</th><td class="infobox-data"><span class="url"><a rel="nofollow" class="external text" href="https://yougov.co.uk/">yougov<wbr />.co<wbr />.uk</a></span></td></tr></tbody></table> <p><b>YouGov plc</b> is a British international Internet-based <a href="/wiki/Market_research" title="Market research">market research</a> and <a href="/wiki/Data_analytics" class="mw-redirect" title="Data analytics">data analytics</a> firm headquartered in the UK with operations in <a href="/wiki/Europe" title="Europe">Europe</a>, <a href="/wiki/North_America" title="North America">North America</a>, the <a href="/wiki/Middle_East" title="Middle East">Middle East</a>, and <a href="/wiki/Asia-Pacific" class="mw-redirect" title="Asia-Pacific">Asia-Pacific</a>. </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="History">History</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=YouGov&action=edit&section=1" title="Edit section: History"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id="2000–2010"><span id="2000.E2.80.932010"></span>2000–2010</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=YouGov&action=edit&section=2" title="Edit section: 2000–2010"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><a href="/wiki/Stephan_Shakespeare" title="Stephan Shakespeare">Stephan Shakespeare</a> and <a href="/wiki/Nadhim_Zahawi" title="Nadhim Zahawi">Nadhim Zahawi</a> formed YouGov in the United Kingdom in May 2000. In 2001, they engaged BBC political analyst <a href="/wiki/Peter_Kellner" title="Peter Kellner">Peter Kellner</a>, who became chairman and then, from 2007 to 2016, President.<sup id="cite_ref-whoswho_6-0" class="reference"><a href="#cite_note-whoswho-6"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-kellnerstanddown_7-0" class="reference"><a href="#cite_note-kellnerstanddown-7"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p><p>In its initial years, YouGov hired a number a notable commentators to write columns on its website, including future UK <a href="/wiki/Prime_Minister_of_the_United_Kingdom" title="Prime Minister of the United Kingdom">prime minister</a> <a href="/wiki/Boris_Johnson" title="Boris Johnson">Boris Johnson</a>,<sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> and presenter <a href="/wiki/John_Humphrys" title="John Humphrys">John Humphrys</a>.<sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> In April 2005, YouGov became a public company listed on the <a href="/wiki/Alternative_Investment_Market" title="Alternative Investment Market">Alternative Investment Market</a> of the <a href="/wiki/London_Stock_Exchange" title="London Stock Exchange">London Stock Exchange</a>.<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> In the same year, the company launched BrandIndex which tracks public opinion on consumer brands using daily polls. </p><p>In 2006, YouGov began expanding outside the UK through acquisitions and acquired <a href="/wiki/Dubai" title="Dubai">Dubai</a>-based research firm Siraj for $1.2 million plus an eventual <a href="/wiki/Earnout" title="Earnout">earn out</a> of $600,000. In 2007, the <a href="/wiki/Palo_Alto,_California" title="Palo Alto, California">Palo Alto, California</a>-based US research polling firm Polimetrix, headed by <a href="/wiki/Stanford_University" title="Stanford University">Stanford University</a> professor <a href="/wiki/Douglas_Rivers" title="Douglas Rivers">Doug Rivers</a>,<sup id="cite_ref-kellnerstanddown_7-1" class="reference"><a href="#cite_note-kellnerstanddown-7"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> was acquired by the company for approximately $17 million .<sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> Also in 2007, the company acquired <a href="/wiki/Scandinavia" title="Scandinavia">Scandinavian</a> firm Zapera for $8 million and <a href="/wiki/Germany" title="Germany">German</a> firm <a href="/wiki/Psychonomics" title="Psychonomics">Psychonomics</a> for $20 million. In 2009 and 2010, YouGov expanded its US operations with two acquisitions; first buying <a href="/wiki/Princeton,_New_Jersey" title="Princeton, New Jersey">Princeton, New Jersey</a>, research firm Clear Horizons for $600,000 plus an earn out of $2.7 million, then <a href="/wiki/Connecticut" title="Connecticut">Connecticut</a>-based research firm Harrison Group for $6 million with a $7 million earnout. </p><p>In 2010, YouGov bought a 20% stake of sports media data company SMG Insight. In 2018, the company acquired the remaining 80% of SMG Insight's stock.<sup id="cite_ref-smg_12-0" class="reference"><a href="#cite_note-smg-12"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> The new business was rebranded YouGov Sport.<sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> Ahead of the <a href="/wiki/2010_United_Kingdom_general_election" title="2010 United Kingdom general election">2010 UK General Election</a>, YouGov entered an exclusive contract to provide political polls to <i><a href="/wiki/The_Times" title="The Times">The Times</a></i>.<sup id="cite_ref-Wired_14-0" class="reference"><a href="#cite_note-Wired-14"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> The business also launched TellYouGov, which combined analysis drawing from social media data and polling results.<sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> The business continues to analyse social media, now primarily via YouGov Signal. </p> <div class="mw-heading mw-heading3"><h3 id="2011–2020"><span id="2011.E2.80.932020"></span>2011–2020</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=YouGov&action=edit&section=3" title="Edit section: 2011–2020"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In 2011, YouGov acquired <a href="/wiki/Portland,_Oregon" title="Portland, Oregon">Portland, Oregon</a>-based firm Definitive Insights for $1 million with a potential $2 million earn out and also made its first organic expansion by opening an office in <a href="/wiki/Paris" title="Paris">Paris</a>. In January 2014, YouGov entered the <a href="/wiki/Asia-Pacific" class="mw-redirect" title="Asia-Pacific">Asia Pacific region</a> with the acquisition of Decision Fuel for an estimated consideration of approximately £5 million.<sup id="cite_ref-16" class="reference"><a href="#cite_note-16"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> Also in 2014, YouGov launched Profiles, an audience segmentation tool, combining data points from its most active panellists showing how the public engages with traditional and new media channels.<sup id="cite_ref-17" class="reference"><a href="#cite_note-17"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-18" class="reference"><a href="#cite_note-18"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> </p><p>In 2016, <a href="/wiki/Peter_Kellner" title="Peter Kellner">Peter Kellner</a> stepped down as the company’s Chairman.<sup id="cite_ref-kellnerstanddown_7-2" class="reference"><a href="#cite_note-kellnerstanddown-7"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> In this year, YouGov began to use a methodology known as <a href="/wiki/Multilevel_regression_with_poststratification" title="Multilevel regression with poststratification">multi-level regression and post-stratification</a> (MRP) in its political polling. Its first public use was during the United Kingdom’s <a href="/wiki/2016_United_Kingdom_European_Union_membership_referendum" title="2016 United Kingdom European Union membership referendum">referendum on EU membership</a>.<sup id="cite_ref-Wired_14-1" class="reference"><a href="#cite_note-Wired-14"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> YouGov has used this approach around elections since. </p><p>In the <a href="/wiki/2017_United_Kingdom_general_election" title="2017 United Kingdom general election">2017 UK General Election</a>, YouGov’s projection was an outlier. While most pollsters projected large Conservative majorities, YouGov correctly predicted a hung parliament.<sup id="cite_ref-19" class="reference"><a href="#cite_note-19"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> YouGov modelling rightly projected a number of shock results, including in <a href="/wiki/Kensington_(UK_Parliament_constituency)" title="Kensington (UK Parliament constituency)">Kensington</a> and <a href="/wiki/Canterbury_(UK_Parliament_constituency)" title="Canterbury (UK Parliament constituency)">Canterbury</a>.<sup id="cite_ref-20" class="reference"><a href="#cite_note-20"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> In December 2017, YouGov purchased Galaxy Research to establish a presence in Australia.<sup id="cite_ref-21" class="reference"><a href="#cite_note-21"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> Galaxy Research was an Australian market research company that provided opinion polling for state and federal politics. Its polls were published in <a href="/wiki/News_Limited" class="mw-redirect" title="News Limited">News Limited</a> tabloid newspapers, including the <i><a href="/wiki/Herald_Sun" title="Herald Sun">Herald Sun</a></i>, <i><a href="/wiki/Courier-Mail" class="mw-redirect" title="Courier-Mail">Courier-Mail</a></i>, and <i><a href="/wiki/The_Daily_Telegraph_(Sydney)" title="The Daily Telegraph (Sydney)">The Daily Telegraph</a></i> (in contrast to <a href="/wiki/Newspoll" title="Newspoll">Newspoll</a> data, which is presented in the News Limited broadsheet newspaper <i><a href="/wiki/The_Australian" title="The Australian">The Australian</a></i>).<sup id="cite_ref-22" class="reference"><a href="#cite_note-22"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> </p><p>In 2020, YouGov launched YouGov Turkey, the result of an acquisition of Istanbul-based online research agency Wizsight.<sup id="cite_ref-23" class="reference"><a href="#cite_note-23"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> The business also polled extensively around the Coronavirus pandemic, working with Imperial College London to track how populations responded to the virus and associated policies.<sup id="cite_ref-24" class="reference"><a href="#cite_note-24"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="2021–present"><span id="2021.E2.80.93present"></span>2021–present</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=YouGov&action=edit&section=4" title="Edit section: 2021–present"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In 2021, the company completed acquisitions of Canada-based Charlton Insights,<sup id="cite_ref-25" class="reference"><a href="#cite_note-25"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup> Swiss-based LINK Marketing Services AG,<sup id="cite_ref-CityAM_26-0" class="reference"><a href="#cite_note-CityAM-26"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup> and Australia-headquartered Faster Horses.<sup id="cite_ref-27" class="reference"><a href="#cite_note-27"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup> Other acquisitions in 2021 included Lean App which was bought to improve YouGov’s services with financial transaction data,<sup id="cite_ref-CityAM_26-1" class="reference"><a href="#cite_note-CityAM-26"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup> and Rezonence which offers users access to premium content in exchange for taking part in a survey.<sup id="cite_ref-28" class="reference"><a href="#cite_note-28"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup> The business also launched YouGov Safe, giving insight into consumer online behaviour by encouraging consumers to share their data in a GDPR-friendly manner.<sup id="cite_ref-29" class="reference"><a href="#cite_note-29"><span class="cite-bracket">[</span>27<span class="cite-bracket">]</span></a></sup> </p><p>In July 2023, YouGov agreed to acquire the consumer panel division of German market research company <a href="/wiki/GfK" title="GfK">GfK</a> for €315 million.<sup id="cite_ref-30" class="reference"><a href="#cite_note-30"><span class="cite-bracket">[</span>28<span class="cite-bracket">]</span></a></sup> The next month, YouGov chairman Shakespeare said the company was considering either moving its listing in the UK to the US, or establishing a <a href="/wiki/Cross_listing" title="Cross listing">secondary listing</a> in the US. "I think the markets are better at supporting companies like ours there," he said in an interview with the <i><a href="/wiki/Financial_Times" title="Financial Times">Financial Times</a></i>.<sup id="cite_ref-31" class="reference"><a href="#cite_note-31"><span class="cite-bracket">[</span>29<span class="cite-bracket">]</span></a></sup> The company later clarified that it was “not being considered in the near term.”<sup id="cite_ref-32" class="reference"><a href="#cite_note-32"><span class="cite-bracket">[</span>30<span class="cite-bracket">]</span></a></sup> In January 2024, YouGov concluded the acquisition of GfK’s consumer panel,<sup id="cite_ref-33" class="reference"><a href="#cite_note-33"><span class="cite-bracket">[</span>31<span class="cite-bracket">]</span></a></sup> and also acquired Chicago-based data company KnowledgeHound in a separate deal.<sup id="cite_ref-34" class="reference"><a href="#cite_note-34"><span class="cite-bracket">[</span>32<span class="cite-bracket">]</span></a></sup> In August 2024, YouGov acquired New Zealand-based generative AI company Yabble for £4.5 million.<sup id="cite_ref-35" class="reference"><a href="#cite_note-35"><span class="cite-bracket">[</span>33<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Description_and_governance">Description and governance</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=YouGov&action=edit&section=5" title="Edit section: Description and governance"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Stephan Shakespeare is YouGov’s Chief Executive Officer, replacing Steve Hatch in February 2025.<sup id="cite_ref-36" class="reference"><a href="#cite_note-36"><span class="cite-bracket">[</span>34<span class="cite-bracket">]</span></a></sup> Shakespeare had previously been the company’s CEO between 2010 and 2023 before becoming YouGov’s Non-Executive Chair.<sup id="cite_ref-37" class="reference"><a href="#cite_note-37"><span class="cite-bracket">[</span>35<span class="cite-bracket">]</span></a></sup> Since Peter Kellner's retirement from the company in 2016, its methodology has been overseen by YouGov’s chief scientist, Doug Rivers.<sup id="cite_ref-kellnerstanddown_7-3" class="reference"><a href="#cite_note-kellnerstanddown-7"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p><p>YouGov is a member of the <a href="/wiki/British_Polling_Council" title="British Polling Council">British Polling Council</a>.<sup id="cite_ref-38" class="reference"><a href="#cite_note-38"><span class="cite-bracket">[</span>36<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Methodology">Methodology</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=YouGov&action=edit&section=6" title="Edit section: Methodology"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>YouGov specialises in market research and opinion polling through online methods. The company's methodology involves obtaining responses from an invited group of <a href="/wiki/Internet_user" class="mw-redirect" title="Internet user">Internet users</a>, and then <a href="/wiki/Multilevel_regression_with_poststratification" title="Multilevel regression with poststratification">weighting these responses</a> in line with <a href="/wiki/Demographic" class="mw-redirect" title="Demographic">demographic</a> information. It draws these demographically representative samples from a panel of over 24 million people worldwide.<sup id="cite_ref-39" class="reference"><a href="#cite_note-39"><span class="cite-bracket">[</span>37<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-40" class="reference"><a href="#cite_note-40"><span class="cite-bracket">[</span>38<span class="cite-bracket">]</span></a></sup> </p><p>In February 2024, <a href="/wiki/FiveThirtyEight" title="FiveThirtyEight">FiveThirtyEight</a> ranked YouGov as fourth out of more than 300 pollsters in its ratings, based on analysis of 624 YouGov polls.<sup id="cite_ref-41" class="reference"><a href="#cite_note-41"><span class="cite-bracket">[</span>39<span class="cite-bracket">]</span></a></sup> </p><p>YouGov's polling results have been found to be notably more accurate than those of other online pollsters relying on <a href="/wiki/Nonprobability_sampling" title="Nonprobability sampling">nonprobability sampling</a> instead of <a href="/wiki/Random_sampling" class="mw-redirect" title="Random sampling">random sampling</a>. <i><a href="/wiki/The_New_York_Times" title="The New York Times">The New York Times</a></i> has attributed YouGov's performance to its curation of its respondent panel and a sophisticated sampling process from that panel.<sup id="cite_ref-42" class="reference"><a href="#cite_note-42"><span class="cite-bracket">[</span>40<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Allegations_of_poll_manipulation">Allegations of poll manipulation</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=YouGov&action=edit&section=7" title="Edit section: Allegations of poll manipulation"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In June 2022, former employee and then future MP <a href="/wiki/Chris_Curtis_(politician)" title="Chris Curtis (politician)">Chris Curtis</a>, who at that time worked for competitor <a href="/wiki/Opinium" class="mw-redirect" title="Opinium">Opinium</a>,<sup id="cite_ref-stone-banned_43-0" class="reference"><a href="#cite_note-stone-banned-43"><span class="cite-bracket">[</span>41<span class="cite-bracket">]</span></a></sup> said that during the <a href="/wiki/2017_United_Kingdom_general_election" title="2017 United Kingdom general election">2017 United Kingdom general election</a>, a YouGov poll was suppressed by the company because it was "too positive about <a href="/wiki/Labour_Party_of_Great_Britain" class="mw-redirect" title="Labour Party of Great Britain">Labour</a>", under pressure from the <a href="/wiki/Conservative_Party_(UK)" title="Conservative Party (UK)">Conservative</a> co-founder of YouGov <a href="/wiki/Nadhim_Zahawi" title="Nadhim Zahawi">Nadhim Zahawi</a>. YouGov denied that the poll was spiked for political reasons, instead arguing that the poll was based on a "skewed sample".<sup id="cite_ref-stone-banned_43-1" class="reference"><a href="#cite_note-stone-banned-43"><span class="cite-bracket">[</span>41<span class="cite-bracket">]</span></a></sup> Former YouGov president <a href="/wiki/Peter_Kellner" title="Peter Kellner">Peter Kellner</a> confirmed last-minute small methodology changes which transferred 2% from Labour to <a href="/wiki/Conservative_Party_(UK)" title="Conservative Party (UK)">Conservative</a> and increased the predicted Conservative lead from 3% to 7%.<sup id="cite_ref-44" class="reference"><a href="#cite_note-44"><span class="cite-bracket">[</span>42<span class="cite-bracket">]</span></a></sup> </p><p>A day later, Curtis withdrew his allegations, saying that he now accepted "YouGov's position that in fact the results were pulled because of concerns other members of the team had about the methodology",<sup id="cite_ref-stone-banned_43-2" class="reference"><a href="#cite_note-stone-banned-43"><span class="cite-bracket">[</span>41<span class="cite-bracket">]</span></a></sup> and that he had not intended to allege that Nadhim Zahawi had had any bearing on the decision, and apologised for any confusion caused by his previous statements.<sup id="cite_ref-45" class="reference"><a href="#cite_note-45"><span class="cite-bracket">[</span>43<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=YouGov&action=edit&section=8" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id="Australia">Australia</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=YouGov&action=edit&section=9" title="Edit section: Australia"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Essential_Media_Communications" title="Essential Media Communications">Essential Media Communications</a></li> <li><a href="/wiki/Newspoll" title="Newspoll">Newspoll</a></li> <li><a href="/wiki/Opinion_polling_for_the_2022_Australian_federal_election" title="Opinion polling for the 2022 Australian federal election">Opinion polling for the 2022 Australian federal election</a></li> <li><a href="/wiki/Opinion_polling_for_the_2025_Australian_federal_election" title="Opinion polling for the 2025 Australian federal election">Opinion polling for the 2025 Australian federal election</a></li> <li><a href="/wiki/Electorate_opinion_polling_for_the_2025_Australian_federal_election" title="Electorate opinion polling for the 2025 Australian federal election">Electorate opinion polling for the 2025 Australian federal election</a></li> <li><a href="/wiki/Roy_Morgan_Research" class="mw-redirect" title="Roy Morgan Research">Roy Morgan Research</a></li></ul> <div class="mw-heading mw-heading3"><h3 id="United_Kingdom">United Kingdom</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=YouGov&action=edit&section=10" title="Edit section: United Kingdom"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li>Opinion polling for UK general elections: <a href="/wiki/Opinion_polling_for_the_2005_United_Kingdom_general_election" title="Opinion polling for the 2005 United Kingdom general election">2005</a>, <a href="/wiki/Opinion_polling_for_the_2010_United_Kingdom_general_election" title="Opinion polling for the 2010 United Kingdom general election">2010</a>, <a href="/wiki/Opinion_polling_for_the_2015_United_Kingdom_general_election" title="Opinion polling for the 2015 United Kingdom general election">2015</a>, <a href="/wiki/Opinion_polling_for_the_2017_United_Kingdom_general_election" title="Opinion polling for the 2017 United Kingdom general election">2017</a>, <a href="/wiki/Opinion_polling_for_the_2019_United_Kingdom_general_election" title="Opinion polling for the 2019 United Kingdom general election">2019</a>, <a href="/wiki/Opinion_polling_for_the_2024_United_Kingdom_general_election" title="Opinion polling for the 2024 United Kingdom general election">2024</a></li> <li><a href="/wiki/Opinion_polling_for_the_2014_Scottish_independence_referendum" title="Opinion polling for the 2014 Scottish independence referendum">Opinion polling for the 2014 Scottish independence referendum</a></li></ul> <div class="mw-heading mw-heading3"><h3 id="United_States">United States</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=YouGov&action=edit&section=11" title="Edit section: United States"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Nationwide_opinion_polling_for_the_2012_United_States_presidential_election" title="Nationwide opinion polling for the 2012 United States presidential election">Nationwide opinion polling for the 2012 United States presidential election</a></li> <li><a href="/wiki/Statewide_opinion_polling_for_the_2012_United_States_presidential_election" title="Statewide opinion polling for the 2012 United States presidential election">Statewide opinion polling for the 2012 United States presidential election</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="Notes">Notes</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=YouGov&action=edit&section=12" title="Edit section: Notes"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist reflist-lower-alpha"> <div class="mw-references-wrap"><ol class="references"> <li id="cite_note-4"><span class="mw-cite-backlink"><b><a href="#cite_ref-4">^</a></b></span> <span class="reference-text">Showing net assets.</span> </li> <li id="cite_note-5"><span class="mw-cite-backlink"><b><a href="#cite_ref-5">^</a></b></span> <span class="reference-text">Worldwide figure is displayed.</span> </li> </ol></div></div> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=YouGov&action=edit&section=13" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1239543626" /><div class="reflist"> <div class="mw-references-wrap mw-references-columns"><ol class="references"> <li id="cite_note-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-1">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://corporate.yougov.com/about/timeline/">"Timeline"</a>. YouGov. <a rel="nofollow" class="external text" href="https://web.archive.org/web/20250216061003/https://corporate.yougov.com/about/timeline/">Archived</a> from the original on 16 February 2025<span class="reference-accessdate">. Retrieved <span class="nowrap">16 February</span> 2025</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Timeline&rft.pub=YouGov&rft_id=https%3A%2F%2Fcorporate.yougov.com%2Fabout%2Ftimeline%2F&rfr_id=info%3Asid%2Fen.wikipedia.org%3AYouGov" class="Z3988"></span></span> </li> <li id="cite_note-Report-2"><span class="mw-cite-backlink">^ <a href="#cite_ref-Report_2-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-Report_2-1"><sup><i><b>b</b></i></sup></a> <a href="#cite_ref-Report_2-2"><sup><i><b>c</b></i></sup></a> <a href="#cite_ref-Report_2-3"><sup><i><b>d</b></i></sup></a> <a href="#cite_ref-Report_2-4"><sup><i><b>e</b></i></sup></a> <a href="#cite_ref-Report_2-5"><sup><i><b>f</b></i></sup></a> <a href="#cite_ref-Report_2-6"><sup><i><b>g</b></i></sup></a> <a href="#cite_ref-Report_2-7"><sup><i><b>h</b></i></sup></a></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222" /><cite class="citation report cs1"><a rel="nofollow" class="external text" href="https://corporate.yougov.com/documents/420/YouGov_Annual_Report_2024.pdf">YouGov Annual Report & Accounts 2024</a> <span class="cs1-format">(PDF)</span> (Report). YouGov <a href="/wiki/Public_limited_company" title="Public limited company">plc</a>. 5 November 2024. pp. 01, 04, 67, 123, 125. <a rel="nofollow" class="external text" href="https://web.archive.org/web/20250216054143/https://corporate.yougov.com/documents/420/YouGov_Annual_Report_2024.pdf">Archived</a> <span class="cs1-format">(PDF)</span> from the original on 16 February 2025<span class="reference-accessdate">. Retrieved <span class="nowrap">16 February</span> 2025</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=report&rft.btitle=YouGov+Annual+Report+%26+Accounts+2024&rft.pages=01%2C+04%2C+67%2C+123%2C+125&rft.pub=YouGov+plc&rft.date=2024-11-05&rft_id=https%3A%2F%2Fcorporate.yougov.com%2Fdocuments%2F420%2FYouGov_Annual_Report_2024.pdf&rfr_id=info%3Asid%2Fen.wikipedia.org%3AYouGov" class="Z3988"></span></span> </li> <li id="cite_note-3"><span class="mw-cite-backlink"><b><a href="#cite_ref-3">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222" /><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://today.yougov.com/people/doug">"Douglas Rivers Chief Scientist"</a>. YouGov. <a rel="nofollow" class="external text" href="https://web.archive.org/web/20250216061613/https://today.yougov.com/people/doug">Archived</a> from the original on 16 February 2025<span class="reference-accessdate">. Retrieved <span class="nowrap">16 February</span> 2025</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Douglas+Rivers+Chief+Scientist&rft.pub=YouGov&rft_id=https%3A%2F%2Ftoday.yougov.com%2Fpeople%2Fdoug&rfr_id=info%3Asid%2Fen.wikipedia.org%3AYouGov" class="Z3988"></span></span> </li> <li id="cite_note-whoswho-6"><span class="mw-cite-backlink"><b><a href="#cite_ref-whoswho_6-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222" /><cite class="citation encyclopaedia cs1"><span class="id-lock-subscription" title="Paid subscription required"><a rel="nofollow" class="external text" href="https://www.ukwhoswho.com/view/article/oupww/whoswho/U119785">"Kellner, Peter Jon"</a></span>. <i><a href="/wiki/Who%27s_Who_(UK)" title="Who's Who (UK)">Who's Who</a></i> (2014 online ed.). A & C Black<span class="reference-accessdate">. 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Retrieved <span class="nowrap">26 February</span> 2019</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=Research+Live&rft.atitle=YouGov+fully+acquires+SMG+Insight&rft.date=2018-05-25&rft.au=Katie+McQuater&rft_id=https%3A%2F%2Fwww.research-live.com%2Farticle%2Fnews%2Fyougov-fully-acquires-smg-insight%2Fid%2F5038882&rfr_id=info%3Asid%2Fen.wikipedia.org%3AYouGov" class="Z3988"></span></span> </li> <li id="cite_note-13"><span class="mw-cite-backlink"><b><a href="#cite_ref-13">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222" /><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://sport.yougov.com/about/">"About"</a>. <i>YouGov Sport</i>. 20 January 2022<span class="reference-accessdate">. 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Retrieved <span class="nowrap">31 May</span> 2015</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=YouGov+Panel&rft_id=https%3A%2F%2Fresearch.yougov.co.uk%2Fpractices%2Fyougov-panel%2F&rfr_id=info%3Asid%2Fen.wikipedia.org%3AYouGov" class="Z3988"></span></span> </li> <li id="cite_note-40"><span class="mw-cite-backlink"><b><a href="#cite_ref-40">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222" /><cite id="CITEREFSandle2023" class="citation news cs1">Sandle, Paul (21 March 2023). <a rel="nofollow" class="external text" href="https://www.reuters.com/business/uks-yougov-says-demand-silicon-valley-clients-holding-up-2023-03-21/">"UK's YouGov says demand from Silicon Valley clients holding up"</a>. <a rel="nofollow" class="external text" href="https://web.archive.org/web/20230321111712/https://www.reuters.com/business/uks-yougov-says-demand-silicon-valley-clients-holding-up-2023-03-21/">Archived</a> from the original on 21 March 2023<span class="reference-accessdate">. Retrieved <span class="nowrap">1 September</span> 2023</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.atitle=UK%27s+YouGov+says+demand+from+Silicon+Valley+clients+holding+up&rft.date=2023-03-21&rft.aulast=Sandle&rft.aufirst=Paul&rft_id=https%3A%2F%2Fwww.reuters.com%2Fbusiness%2Fuks-yougov-says-demand-silicon-valley-clients-holding-up-2023-03-21%2F&rfr_id=info%3Asid%2Fen.wikipedia.org%3AYouGov" class="Z3988"></span></span> </li> <li id="cite_note-41"><span class="mw-cite-backlink"><b><a href="#cite_ref-41">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222" /><cite id="CITEREFSilver2023" class="citation web cs1">Silver, Nate (9 March 2023). <a rel="nofollow" class="external text" href="https://web.archive.org/web/20141005201227/http://projects.fivethirtyeight.com/pollster-ratings/">"Pollster Ratings"</a>. <i>FiveThirtyEight</i>. Archived from <a rel="nofollow" class="external text" href="https://projects.fivethirtyeight.com/pollster-ratings/">the original</a> on 5 October 2014<span class="reference-accessdate">. Retrieved <span class="nowrap">4 March</span> 2024</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=FiveThirtyEight&rft.atitle=Pollster+Ratings&rft.date=2023-03-09&rft.aulast=Silver&rft.aufirst=Nate&rft_id=https%3A%2F%2Fprojects.fivethirtyeight.com%2Fpollster-ratings%2F&rfr_id=info%3Asid%2Fen.wikipedia.org%3AYouGov" class="Z3988"></span></span> </li> <li id="cite_note-42"><span class="mw-cite-backlink"><b><a href="#cite_ref-42">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222" /><cite id="CITEREFCohn2024" class="citation web cs1">Cohn, Nate (27 September 2024). <a rel="nofollow" class="external text" href="https://www.nytimes.com/2024/09/27/upshot/online-polls-election.html">"The Problem With a Crowd of New Online Polls"</a>. <i>The New York Times</i>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=The+New+York+Times&rft.atitle=The+Problem+With+a+Crowd+of+New+Online+Polls&rft.date=2024-09-27&rft.aulast=Cohn&rft.aufirst=Nate&rft_id=https%3A%2F%2Fwww.nytimes.com%2F2024%2F09%2F27%2Fupshot%2Fonline-polls-election.html&rfr_id=info%3Asid%2Fen.wikipedia.org%3AYouGov" class="Z3988"></span></span> </li> <li id="cite_note-stone-banned-43"><span class="mw-cite-backlink">^ <a href="#cite_ref-stone-banned_43-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-stone-banned_43-1"><sup><i><b>b</b></i></sup></a> <a href="#cite_ref-stone-banned_43-2"><sup><i><b>c</b></i></sup></a></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222" /><cite id="CITEREFStone2022" class="citation web cs1">Stone, Jon (8 June 2022). <a rel="nofollow" class="external text" href="https://web.archive.org/web/20220608140608/https://www.independent.co.uk/news/uk/politics/poll-labour-yougov-2017-election-b2096555.html">"YouGov 'banned' release of 2017 election poll because it was too good for Labour"</a>. <i><a href="/wiki/The_Independent" title="The Independent">The Independent</a></i>. Archived from <span class="id-lock-registration" title="Free registration required"><a rel="nofollow" class="external text" href="https://www.independent.co.uk/news/uk/politics/poll-labour-yougov-2017-election-b2096555.html">the original</a></span> on 8 June 2022<span class="reference-accessdate">. Retrieved <span class="nowrap">21 July</span> 2022</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=The+Independent&rft.atitle=YouGov+%27banned%27+release+of+2017+election+poll+because+it+was+too+good+for+Labour&rft.date=2022-06-08&rft.aulast=Stone&rft.aufirst=Jon&rft_id=https%3A%2F%2Fwww.independent.co.uk%2Fnews%2Fuk%2Fpolitics%2Fpoll-labour-yougov-2017-election-b2096555.html&rfr_id=info%3Asid%2Fen.wikipedia.org%3AYouGov" class="Z3988"></span></span> </li> <li id="cite_note-44"><span class="mw-cite-backlink"><b><a href="#cite_ref-44">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222" /><cite id="CITEREFKellner2022" class="citation news cs1">Kellner, Peter (8 June 2022). <a rel="nofollow" class="external text" href="https://www.theguardian.com/commentisfree/2022/jun/08/polling-firms-yougov-tweak-polls">"Why do polling firms like YouGov tweak polls? Because they are scared of being wrong"</a>. <i><a href="/wiki/The_Guardian" title="The Guardian">The Guardian</a></i><span class="reference-accessdate">. Retrieved <span class="nowrap">9 June</span> 2022</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=The+Guardian&rft.atitle=Why+do+polling+firms+like+YouGov+tweak+polls%3F+Because+they+are+scared+of+being+wrong&rft.date=2022-06-08&rft.aulast=Kellner&rft.aufirst=Peter&rft_id=https%3A%2F%2Fwww.theguardian.com%2Fcommentisfree%2F2022%2Fjun%2F08%2Fpolling-firms-yougov-tweak-polls&rfr_id=info%3Asid%2Fen.wikipedia.org%3AYouGov" class="Z3988"></span></span> </li> <li id="cite_note-45"><span class="mw-cite-backlink"><b><a href="#cite_ref-45">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222" /><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://www.theguardian.com/uk-news/yougov-polling-blog/2022/jun/10/ex-worker-retracts-claim-yougov-suppressed-positive-jeremy-corbyn-poll">"Ex-YouGov worker retracts claim it suppressed pro-Corbyn poll"</a>. <i><a href="/wiki/The_Guardian" title="The Guardian">The Guardian</a></i>. 11 June 2022<span class="reference-accessdate">. Retrieved <span class="nowrap">21 July</span> 2022</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=The+Guardian&rft.atitle=Ex-YouGov+worker+retracts+claim+it+suppressed+pro-Corbyn+poll&rft.date=2022-06-11&rft_id=https%3A%2F%2Fwww.theguardian.com%2Fuk-news%2Fyougov-polling-blog%2F2022%2Fjun%2F10%2Fex-worker-retracts-claim-yougov-suppressed-positive-jeremy-corbyn-poll&rfr_id=info%3Asid%2Fen.wikipedia.org%3AYouGov" class="Z3988"></span></span> </li> </ol></div></div> <div class="mw-heading mw-heading2"><h2 id="External_links">External links</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=YouGov&action=edit&section=14" title="Edit section: External links"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><span class="official-website"><span class="url"><a rel="nofollow" class="external text" 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