YouGov Profiles is a tool that allows users to profile audiences across various data sets from YouGov surveys to better understand demographics, interests, and behaviors. It provides information on over 200,000 variables for 250,000 panelists. The document describes a case study on ASOS customers and their attributes. It also discusses expanding Profiles to new international markets and introducing new features like dynamic segmentation and re-contact surveys. BrandIndex is mentioned as a complementary tool that tracks brand metrics over time.

1. PROFILESPLAN WITH
YouGov Profiles is our ground-breaking tool for audience profiling and segmentation for
use by brands and agencies.
The product allows users to profile their target audience across multi-channel data sets
from a single source, with greater granularity and accuracy than ever before. Leveraging
the YouGov Cube, which holds 200,000 data variables collected from 250,000 YouGov
panellists, Profiles connects data on:
• Demographics and lifestyle
• Website usage
• Television viewing habits
• Usage and perception data for 1,000+ brands
• Likes for thousands of music artists, films,
personalities, and much more
CASE STUDY: ASOS
Shows attributes of ASOS customers, compared to other groups
of the same type.
DEMOGRAPHICS POLITICS
TOP REGIONS TYPICAL PROFESSIONS WATCHES TV FOR
ONLINE FOR...
GENDER: FEMALE
LONDON MEDIA AND PUBLISHING
AGE: 25-39
CENTRAL SCOTLAND AD / MARKETING / PR
1 - 5
HOURS P/W
50+
HOURS P/W
SOCIAL GRADE: ABC1
NORTHERN SCOTLAND FASHION DESIGN
21
Strategic
report
GovernanceFinancial
statements
Additional
information
WATCHES TV FOR...
1-5HRS P/W
ONLINE FOR...
50+ HRS P/W
TOP MOBILE APPS
Shazam
Words With Friends
Twitter
Instagram
Draw Something
DEMOGRAPHICS
GENDER: FEMALE
AGE: 25-39
SOCIAL GRADE: ABC1
TOP REGIONS
London
Central Scotland
Northern Scotland
TYPICAL PROFESSIONS
Media and Publishing
Advertising/
Marketing/PR
Fashion Design
TOP WEBSITES VISITED
asos.com
topman.com
watchseries.it
zara.com
urbanoutfitters.com
riverisland.com
uniladmag.com
hm.com
POLITICS
LEFT RIGHT
During 2015, the product was launched in the US and Germany
and in 2016 it was rolled out to Asia Pacific with launches in
China, Indonesia and Malaysia. Preparatory work on the YouGov
Cube is currently underway in France, the Nordics and other
parts of Asia Pacific with a view to rolling out Profiles in these
territories soon.
Profiles improves the ability of marketers to understand the
people and audiences that matter to them, while enabling
media owners to identify potential advertisers and make more
informed content and scheduling decisions so as to deliver the
target audience that advertisers require. In this respect, Profiles
can support programmatic advertising processes and this use is
proving increasingly popular with our UK and US digital media
agency clients.
During the year, we introduced a new Profiles “re-contact”
service which allows subscribers to obtain deep-dive
information on specific issues through additional questions
to panellists. The resulting data is combined with Profiles
data on the same respondents, to provide a more-in depth
understanding based on the selected criteria.
We also introduced a dynamic segmentation offering,
allowing clients to run segmentations that are full of
colour and continually updated when combined with their
Profiles subscription.
Profiles is offered to the market as a subscription service
(like BrandIndex) with clients accessing the data through a
dedicated portal. The Profiles portal gives users access to
a wide range of detailed and connected data and provides
analytics methods with which to interrogate and interpret
the data.
Profiles is proving a popular complement to BrandIndex:
while Profiles allows users to define and understand their
potential target customers, BrandIndex allows users to
measure the effect of campaigns and other events on how
their own and other brands are perceived by customers.
Customers of ASOS
Now showing: What is particularly true of customers of ASOS compared to the general population.
“I never have to worry about
whether I’ll find something
useful or relevant in YouGov
– I always feel confident that
I’ll uncover actionable
insights that will tell me, and
my clients, something that
they don’t already know
about their audiences.”
Amy Green
Insights Analyst, 360i
21
Strategic
report
GovernanceFinancial
statements
Additional
information
WATCHES TV FOR...
1-5HRS P/W
ONLINE FOR...
50+ HRS P/W
TOP MOBILE APPS
Shazam
Words With Friends
Twitter
Instagram
Draw Something
DEMOGRAPHICS
GENDER: FEMALE
AGE: 25-39
SOCIAL GRADE: ABC1
TOP REGIONS
London
Central Scotland
Northern Scotland
TYPICAL PROFESSIONS
Media and Publishing
Advertising/
Marketing/PR
Fashion Design
TOP WEBSITES VISITED
asos.com
topman.com
watchseries.it
zara.com
urbanoutfitters.com
riverisland.com
uniladmag.com
hm.com
POLITICS
LEFT RIGHT
During 2015, the product was launched in the US and Germany
and in 2016 it was rolled out to Asia Pacific with launches in
China, Indonesia and Malaysia. Preparatory work on the YouGov
Cube is currently underway in France, the Nordics and other
parts of Asia Pacific with a view to rolling out Profiles in these
territories soon.
Profiles improves the ability of marketers to understand the
people and audiences that matter to them, while enabling
media owners to identify potential advertisers and make more
informed content and scheduling decisions so as to deliver the
target audience that advertisers require. In this respect, Profiles
can support programmatic advertising processes and this use is
proving increasingly popular with our UK and US digital media
agency clients.
During the year, we introduced a new Profiles “re-contact”
service which allows subscribers to obtain deep-dive
information on specific issues through additional questions
to panellists. The resulting data is combined with Profiles
data on the same respondents, to provide a more-in depth
understanding based on the selected criteria.
We also introduced a dynamic segmentation offering,
allowing clients to run segmentations that are full of
colour and continually updated when combined with their
Profiles subscription.
Profiles is offered to the market as a subscription service
(like BrandIndex) with clients accessing the data through a
dedicated portal. The Profiles portal gives users access to
a wide range of detailed and connected data and provides
analytics methods with which to interrogate and interpret
the data.
Profiles is proving a popular complement to BrandIndex:
while Profiles allows users to define and understand their
potential target customers, BrandIndex allows users to
measure the effect of campaigns and other events on how
their own and other brands are perceived by customers.
Customers of ASOS
Now showing: What is particularly true of customers of ASOS compared to the general population.
“I never have to worry about
whether I’ll find something
useful or relevant in YouGov
– I always feel confident that
I’ll uncover actionable
insights that will tell me, and
my clients, something that
they don’t already know
about their audiences.”
Amy Green
Insights Analyst, 360i
LEFT
“YouGov Profiles
makes me look like the
smartest guy in the room.”
- David Jackson, Strategy
Director, FCB Inferno
BRANDINDEX
BrandIndex, YouGov’s flagship brand intelligence service,
tells our clients what the world thinks of their brands and their
competitors at any given moment and helps our clients to
understand the link between their media and advertising efforts,
brand perception, and consumer response.
The data is updated daily (or weekly in some developing markets) and includes up to
nine years of historical data which is all instantly available to our clients through our user-
friendly BrandIndex portal.
BrandIndex tracks 16 different metrics including impression, value, reputation, word
of mouth exposure, and purchase intent, giving a full picture of overall brand health,
consumer awareness, and perception.
Example of using YouGov BrandIndex
to track changes in consumer purchase consideration
North American launch of McDonald’s all-day breakfast menu
McDonald’s Burger King Wendy’s
01/01/
2015
01/10/
2015
01/02/
2015
01/11/
2015
01/03/
2015
01/12/
2015
01/04/
2015
01/01/
2016
01/05/
2015
01/02/
2016
01/06/
2015
01/03/
2016
01/07/
2015
01/04/
2016
01/07/
2016
01/08/
2015
01/05/
2016
01/08/
2016
01/09/
2015
01/06/
2016
01/09/
2016
Available across
25.0
29.0
33.0
37.0
41.0
27.0
31.0
35.0
39.0
43.0
45.0
April
2015:
McDonald’s begins
testing all-day
breakfasts in 94 US
restaurants
December
2015:
YouGov BrandIndex
“Purchase Consideration”
for the McDonald’s brand
peaks at 13% higher than
on announcement day
September
2015:
McDonald’s
announces the launch
of all-day breakfasts
nationwide
Example of using YouGov BrandIndex
to track changes in consumer purchase consideration
North American launch of McDonald’s all-day breakfast menu
April
2015:
McDonald’s begins
testing all-day
breakfasts in 94 US
restaurants
September
2015:
McDonald’s
announces the launch
of all-day breakfasts
nationwide
December
2015:
YouGov BrandIndex
“Purchase Consideration”
for McDonald’s brand
peaks at 13% higher than
an announcement day
Over 9,000
brands indexed
YouGov’s Plan and Track
Don’t just collect data. Connect data.
YouGov’s plan and track tools (Profiles and BrandIndex) work together to help brands
segment their audiences and track brand awareness and perception.
TRACK WITH