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YouGov Plc

legal form Public limited company
founding 2000
Seat London, UK
management Roger Parry (non-executive chairman), Stephan Shakespeare ( CEO ), Alex McIntosh ( CFO ), Sundip Chahal ( COO )
Number of employees > 1000
sales £ 136.5 million
Branch Market & opinion research
As of July 31, 2019

YouGov is a listed UK market and opinion research firm that operates internationally. In May 2000 Stephan Shakespeare and Nadhim Zahawi , who has been a member of the House of Commons for the Conservative Party since 2010 , founded YouGov, based in London . The largest shareholders include the investment companies BlackRock , Liontrust Asset Management and Standard Life Aberdeen .

The company mainly works with online panel surveys where participants receive incentives in the form of money. The data from the surveys are weighted to match the population structure.

By predicting the results of five major elections with one percent accuracy in the UK between 2000 and 2007, YouGov has earned the reputation of being the most accurate forecast of any UK polling station. As a result, however, the company attracted attention through incorrect predictions of high-profile votes such as the referendum on Scottish independence in 2014 , the British general election in 2015 and the Brexit referendum . Certain methodological disadvantages of the online survey were suspected in the press as the reason for this .

YouGov in Germany

YouGov is also involved in federal and state elections for media companies in Germany. The German subsidiary YouGov Deutschland GmbH is based on the banks of the Rhine in the Bayenthal district of Cologne . In addition to polls, the company also collects market data such as the BrandIndex , which records the reputation of 1000 brands in Great Britain, Germany, Turkey and the USA every day.

subsidiary company

  • YouGov Germany GmbH based in Cologne.
  • YouGov US with locations in Redwood City, San Francisco, Connecticut, New York, and Portland.

Web links

Individual evidence

  1. ^ Board of Directors. YouGov, accessed January 10, 2020 .
  2. a b FY Annual Report and Accounts. YouGov, November 7, 2019, accessed January 10, 2020 .
  3. YouGov | Shareholders. Retrieved June 1, 2019 .
  4. ^ Stuart Thomson, Steve John: Public affairs in practice: a practical guide to lobbying. Kogan Page Publishers, 2007, ISBN 978-0-7494-4472-3 , p. 92.
  5. Marvin Schade: Wrong prognosis: Why the opinion research institute YouGov was totally wrong on the Brexit question . In: Meedia . June 27, 2016. Retrieved May 21, 2019.
  6. ^ Heiner Barz: Digitization in schools - the lying classroom . In: Cicero . March 12, 2019. Retrieved May 21, 2019.
  7. Anderson, Dennis J. Sweeney, Thomas Arthur Williams: Statistics for Business and Economics. Cengage Learning EMEA, 2009, ISBN 978-1-408-01810-1 , p. 23.
  8. FAQ ( Memento from April 20, 2010 in the Internet Archive )