YouGov is a market research firm that conducts online surveys using internet panels. It has partnered with Victory and SUP to launch operations in Russia. Some key points: 1) YouGov uses online panels of over 7,000 Russians to conduct surveys on brands, innovation, customer satisfaction and more. 2) Panel members complete detailed profiles and are recruited from various sources to represent different demographics. 3) Surveys are conducted by inviting a representative sample of panelists to complete online questionnaires. 4) YouGov's methodology aims to provide accurate, fast and cost-effective market research for clients in Russia.

1. Victory for
Partnership with YouGov – Online Research in Russia

2. What is ?
“ Founded in May 2000, YouGov plc is a
professional market research and
consulting organisation pioneering the
use of the Internet and information
technology to collect high quality, in-
depth data for market, opinion research
”
and stakeholder consultation.

3. What is ?
YouGov is a professional research and consulting organisation providing companies with a
rounded view of their customers and brands as well as assessing opinion amongst the general
public and the media.
Through panel management expertise, flexibility and an innovative approach to recruitment,
YouGov operates different panels around the world and in Russia, representing all ages, socio-
economic groups and other demographic types.
YouGov also specialises in growing and maintaining dedicated panels of specialist consumer
and professional audiences and offers innovative and tailored market research solutions,
quality service and insight.

4. Coverage
Office loca)ons

5. High Media Profile

6. High Media Profile

7. Panel Methodology
Registration
Each panel member completes a detailed profiling questionnaire and sets up an account name
and password. This questionnaire enables us to select a sample of respondents – representing
the universe that is the subject of the research .
Recruitment & Incentives
Our pool is recruited from a wide variety of sources. We proactively recruit our panel with
targeted campaigns via non-political websites, to ensure an appropriate demographic balance.
People can also join the panel through the open site.
Although our pool is not an exact representation of the Russian public, it contains enough
people in each major demographic group to draw samples that do represent the electorate as
a whole.
Respondents receive a small incentive for completing YouGov surveys. The purpose is to
ensure that samples are as representative as possible, and that responses are not tilted
towards those passionately interested in the subject of the particular survey.

8. Conducting Surveys
When we conduct a survey, our first step is to select a sub-group of our pool that is
representative. We then email the selected panel members and invite them to complete the
survey by clicking on an Internet link. In order to complete the survey they must log in and
provide their password. This ensures that the right people complete the survey, and enables their
answers to be matched to the demographics they provided when they registered.
Response rates of at least 40% are normally achieved within 24 hours and 60% within 72 hours.
Little difference has been detected between early and later responses, once the data has been
weighted to demographic and attitudinal variables.
When fieldwork is complete, the raw data is adjusted, taking account of age, gender, social class,
newspaper readership and past vote, to ensure that our published results represent the view of
the pool as a whole. Naturally, we abide strict guidelines on confidentiality.

9. Research Quality
Eliciting frankness of response
Independent academic research has demonstrated that people respond more frankly through
online self-completion than through person-to-person interviews. Furthermore, it is possible to
present respondents with complex information online and expect a higher level of consideration,
which is impossible in telephone interviews.
Proprietary Technology
We have developed our own advanced survey technology which means we can respond to client
needs with greater flexibility and lower cost – and, crucially – which allows us to experiment and
innovate to ensure we remain the leading-edge practitioners of online research.
Experience in Panel Management
YouGov accumulates years of longitudinal data on panels, it becomes ever more sophisticated in
its ability to gain the most insight out of data and to understand the significance of trends as they
develop.

10. Research Quality
Accuracy
The only way to demonstrate the accuracy of attitudinal research is to compare predictions
with actual outcomes. This is why we have consistently published pre-election polls. We can
use these experiences to fine-tune our methodology for representativeness.
For quantitative research, YouGov generally delivers accurate data at greater speed.
YouGov also uses online qualitative research tools to conduct live focus groups and
consultation forums.
Our data is of a higher quality and our cost base is lower than that required by the use of
conventional market research techniques. This means that we can pass on these cost savings
to our clients.
Our unique methodology enables us to create representative samples through the Internet.
It is a methodology of demonstrable superiority in terms of accuracy, frankness and depth of
response – as well as speed and cost-effectiveness.

11. Track Record
Our research is demonstrably accurate…
[Average error = 1 point and most accurate pollster 8/10]
2001 British General Election
2001 Conservative Leadership
Election
2002 Pop Idol (Gareth v Will)
2002 London Local Elections
2003 Scottish Parliament Election
2004 European Election
2004 London Assembly Election
2004 London Mayoral Election
2005 British General Election
2005 Conservative Leadership
Election
2007 Scottish Parliament Election
2008 London Mayoral Election
2008 US Presidential Election

13. The Perfect Match
+
The Full Service The Interactive
International Marketing Agency
Research Agency of SUP – leader of
Internet solutions
in Russia

14. Objectives
• To respond to the growing interest and business demand for innovative and alternative
methods and technology-based tools in the marketing research and opinion polling space in
the Russian market.
• Thought leadership.
• To provide evidence-based advice supported by transparent processes and business needs-
driven professional service design.
• To provide rapid and high quality quantitative and qualitative data.
• To support client business planning and problem solving.

15. Seeing, Understanding, Improving
We work in partnership with our clients across a range of sectors to
achieve successful business results. To achieve this we...
in the fields of Consumer, Organisation, Financial Services, Technology &
Telecoms, Media and the Public Sector

16. The panel in Russia
• Over 7000 registered panellists since June 2008 (target: 40.000 by end 2009)
• Recruiting through:
• online advertising on leading Russian websites
• open surveys on general topics
• highly active viral effect – a complete viral campaign currently in progress
• A balanced split in demographics across the economically active population
• A panel of internet users that secure accurate results
• Several surveys run in Russia with full success
• Local Victory and SUP dedicated staff are responsible fordetails on request) and communications,
(more panel care
research project management, client service and delivery
• A consolidated YouGov team in the UK provides strong support for panel and project
operations, development and analytics

17. Product Portfolio
From November ’08, we can already propose the following:
• YouGov Russia Products
• Brand Tracking & Brand Relationship
• 360° Communications
• Innovation
• Customer satisfaction, loyalty & retention
• Policy development & evaluation
• Qualitative Research
• Tailor-made panel for your brand/your company

18. YouGov Russia Products
• Brand Tracking, Brand Relationships and 360° Communications
We work closely with clients to help design and implement the most effective way to understand
and monitor consumer brand relationships. We tailor each study to the needs of the client and
the holistic context for the brand. This helps our clients to assess ongoing and ad hoc brand-
related activity and act on specific brand drivers in order to grow and/or reposition brands.
From 100.000 RUR net / ad hoc survey
(depending on scope of work)

19. YouGov Russia Products
• Innovation:
Innovation is notoriously difficult and getting harder. Decreasing customer loyalty, ever changing
needs of consumers, very rapid technological advances, shorter business cycles, relative ease of
launching copycat products and the need to show immediate results all mitigate against
successful innovation.
We have a variety of unique tools to help our clients at all stages of an Innovation Journey:
Listening to Consumers
Insight Testing
Concept Development
Concept Testing
From 130.000 RUR net / ad hoc survey
(depending on scope of work)

20. YouGov Russia Products
• Customer Satisfaction, Loyalty and Retention:
Enhancing and maximizing the perceptions and experiences customers have of your
organization's service delivery relative to their expectations can help you build and retain a loyal
and well-served customer base.
We aim to adapt our models and analytical tools to cater for the needs and objectives of
individual clients, including those who are focused on maximizing share of wallet amongst key
customer segments and ultimately ROI through to non-profit making organizations who are
more concerned about improving service delivery. Whilst we can focus on producing rigorous
and benchmarked measures of satisfaction, we can add real value in helping to bed customer
satisfaction measures into business processes and outcomes.
From 110.000 RUR net / ad hoc survey
(depending on scope of work)

21. YouGov Russia Products
• Qualitative Research:
Ever more savvy consumers, competitive markets, a hunger for better, deeper insights all place
huge demands on qualitative research to evolve. The panel:
• Increases access to authentic consumers, using appropriate media
• Is eclectic in using different approaches and perspectives, effectively and efficiently integrated
• Ensures that qual insight is brought to life in our clients’ businesses through inspiring deliverables and workshops
The right consumers, at the right time, in the right place, using the right media. Authentic or
specific consumers are increasingly hard to find, so we don’t rely only on traditional recruitment
– we also make use of panels, online media for:
• Early stage innovation when ideas need to be developed or where an expert's vision is required
• Advertising development when we need to avoid cynical or rational response
• Ethnography where we want deeper or longer term engagement
• Niche category research
• Inventive and eclectic approaches, effectively and efficiently integrated.
From 110.000 RUR net / ad hoc survey
(depending on scope of work)

22. YouGov Russia Products
• Tailor-made Panel :
Your brand needs a specific approach and you need to build-up on a long-term perspective. The
identification of your objectives and a real survey strategy need will lead us to build a tailor-
made approach for your brand.
That approach is flexible as the panel is growing and the range of possibilities will become
broader.
Please contact us for a meeting to identify your needs and to propose you the best options.
From 140.000 RUR net / ad hoc survey
(depending on scope of work)

23. Summary: Why rely on YouGov Russia?
• Time / Value for Money
• Valuable results after the first day of survey submission (average classic qualitative research: 1 month)
• Cheaper than to organize some focus-groups or to brief a call-center
• Accuracy
• No influence from the researcher (always raising question of validity)
• Recorded response rate (on surveys to date): 50%+
• A real decision-making tool
• Real answers from real people. Our input leads you to specific decisions for your brand
• Classical qualitative research raise problems rather than solutions
• Victory handle the process of your survey from the stimulus preparation to the results interpretation, assuring a
perfect follow-up of your research

25. YouGov Russia and Victory
The product portfolio, the panel structure, the price list and the possibilities we propose
will change often to fit your expectations.
To be updated and to choose the best options for your company and your brands, please contact
Franck Vinchon (Managing Director, Victory)
Franck.vinchon@victory-sa.com
Andrew Kuzeev (Deputy Research Director, SUP)
a.kuzeev@sup.com
For more information, consult www.yougov.com
To be part of the panel, http://russia.yougov.com