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Andy Morris - YouGov


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Andy Morris - YouGov

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Andy Morris - YouGov

  1. 1. Changing the engine when the plane’s in the air
  2. 2. 2
  3. 3. The YouGov challenge 3 Great working model Huge additional power within it
  4. 4. The YouGov challenge 4 How to unleash the power without breaking the model
  5. 5. Fan Female 33 Years Old Earns £40,000 to £44,999 per year Lives in Oxford Jack 2 FM Owns an iPhone on EE A 360° View of ‘Polly’ Positive impression of… Heinz Cadbury Boots Dyson Walkers Recently watched… Casualty Being Human Family Guy The Big Bang Theory Magazines ‘liked’… Company Full House Good House Beautiful OK! Most visited news sites… Visits Vevo daily on YouTube during the day Visits eBay daily Top entertainment apps … YouTube Google Music BBC iPlayer SoundCloud Netflix Top journalists followed… @CaitlinMoran @gracedent @GilesCoren @DAaronovitch Describes self as… Easy-going Dependable Compassionate Funny Products purchased on Amazon… DSLR camera Roman costume Grease on DVD Heavily exposed to HSBC online banners ‘Pins’ this to Pinterest Heavily used #24LAD hash tag on Twitter Searched online for ‘holidays to Greece and Turkey’ Long dwell time on Good House ‘Biscuit Week’ article Regularly shops at And orders an online shop every 3 weeks for a Saturday morning John Mayer a current favourite Favourite topics… Celebrities Fashion Weddings Addicted Searches Groupon and Wowcher for ‘spa break’ deals…MOBILE TV FACEBOOK ECOMMERCE WEBSITES PERSONALITY TWITTER BRANDS Our 4 million panellists share their opinions, behaviours and lifestyles with us over many years…
  6. 6. 6 We had the engine, and the plane
  7. 7. 7 We had the engine, and the plane How could we fit one to the other
  8. 8. 8 We had the engine, and the plane Without cancelling flights
  9. 9. 9 Lets jump ahead
  10. 10. 10 How did we get there?
  11. 11. 11 We committed
  12. 12. 12 We isolated
  13. 13. 13 We isolated
  14. 14. 14 We planned
  15. 15. 15 We researched
  16. 16. 16 We took risks
  17. 17. 17 We resourced
  18. 18. 18 We made decisions
  19. 19. Time Variables 4 million+ panellists worldwide We structured our data into the YouGov Cube 19 Topic areas include…  Demographics and Lifestyle  Issues and politics  Brand behaviour and perception  Media Usage  Attitudes and opinions
  20. 20. We packaged it
  21. 21. Defining features of people against health privatisation (UK) 21Source: (Answer “Less” to the statement “More or Less private sector involvement in the NHS ”). Base = NHS 7% Much More 22% Somehwat more 20% Somewhat less 34 % Much less 19% Neither or Don’t Know Demography Female Low Income Low Educated Middle Aged Risk Adverse NHS Thinking about the NHS, do you think it would be improved by MORE or LESS private sector involvement? *Based on the profiles of those who prefer less involvement Votes for Labour Green SNP Personality type Anti – Capitalist Socialist Feminist Activist Progressive No Car Travels on buses Shops at Farmfoods Co-op Aldi Lidl Banks with The Co-op Bank of Scotland TSB Watches BBC Uses social media Doesn’t read magazines Favourite TV Doctor Who QI Humans The Wright Stuff The Last Leg Visits Doesn’t notice advertising Or get entertained by it Or influenced Considers themselves Ethical Compassionate Alternative Geeky Procrastinators Disorganised Anxious Untidy Favourite Celebrity Russell Brand David Tennant Johnny Depp Emma Thompson Music tastes Squeeze The Smiths The Cure The Clash Favourite Politicians Jeremy Corbyn Ed Miliband John McDonnell Nicola Sturgeon Barack Obama Hilary Clinton Customer of Virgin Media and Virgin Mobile Q
  22. 22. 22 We incubated and we integrated
  23. 23. How did we get there? 23 Commit Isolate Plan Research Take risks Resource Make decisions Incubate & integrate
  24. 24. How did we get there? 24 Commit Isolate Plan Research Take risks Resource Make decisions Incubate & integrate
  25. 25. THANK YOU! 25