Approach: Our Approach

The Right Questions, the Right People, the Right Way

At YouGovAlpha, our goal is to provide clients with a competitive edge through timely, high quality information based on primary research. We understand that in order to provide this high quality information, we need to be asking the right questions of the right people and in the right way. The methodologies that we deploy have been developed with exactly this purpose in mind.

Our approach is to work closely with clients to design the best possible research instrument for their needs.

We use YouGov’s online surveying capabilities – survey software and on-line panel – to deploy questionnaires to a representative sample of the target audience. YouGov’s panel is one of the best managed on-line panels in the UK, with perhaps the highest survey response rates in the industry (averaging 50%). When registering, each member of the YouGov panel completes a detailed profiling questionnaire. This information is constantly updated and used to determine which panel members should be invited to complete each survey. Survey invitations are issued via an email which has a link to the survey embedded in it.

Outside of the UK, we work with YouGov partners - carefully selected as having a comparable approach and quality to YouGov - to provide the required samples. As YouGovExecution, we have conducted surveys in the UK, France, Germany, Italy, Spain, and the US.

Once the survey data has been collected we undertake detailed analysis, applying our extensive analytical capabilities. These include cluster analysis and segmentation - with tabulation of results by segment. Typically we will also run bespoke 'cuts' of the data based on specific client requirements. Our deliverables include a comprehensive report on the findings of the survey and implications for the companies covered.