By Sarah Francis, Senior Product Director
At YouGov, quality data from real people is the foundation of our research. It powers better decision-making, sharper forecasting, and a more meaningful understanding of the world. None of this would be possible without the people on our panel, who choose to share their time, opinions, and experiences with us.
The Panel Promise is simple: members share their time and honesty, and we commit to treating both with respect. It recognises the exchange at the heart of research and guides how we work, strengthens trust, and reminds us that behind every data point is a person.
Why it exists
Our panel is a global community of millions who place their trust in us every day. They let us into their lives, offering opinions and experiences that are sometimes straightforward, sometimes messy, but always real. To honour that trust, we need to make sure people feel valued and treated fairly at every stage, from registration through to reward.
The principles of the promise
Mutual trust
Trust works both ways. Members give us their time and honesty, and in return we respect that commitment. We don’t string people along with long screeners or endless disqualifications. If we invite someone to a survey, there will always be one waiting for them. That principle has guided us for more than two decades.
Mutual value
Research is a partnership. Members should feel their time matters, which is why rewards are matched to effort, points appear instantly in wallets, and redemptions are paid within minutes. But value is about more than incentives. Thousands of members also shape YouGov directly, testing new tools, giving feedback, and helping us improve.
Inclusion
Inclusion is about more than numbers. It’s about making sure the research reflects the full mix of voices, not just the loudest or easiest to reach. We build panels that mirror society, check them against national benchmarks, and invest in engaging under-represented groups. With registration now possible across 61 markets and 29 languages, we make it possible for people everywhere – from Malaysia to Mexico – to share their views.
Accessibility is central to inclusion. It starts with supporting assistive technologies like screen readers and voice tools, but it doesn’t end there. We design our interfaces to reduce cognitive load , so members can focus on their answers rather than navigating the system. Consistency, clear layout, and plain language all play a role, avoiding jargon where possible and explaining it where necessary.
Inclusion also means listening. We receive thousands of comments from members every week about their experience. These are reviewed and the feedback is shared with researchers, so that members’ voices shape how we design and deliver surveys.
Why it matters
The Panel Promise ensures fairness and protects the integrity of our data. When members feel respected, engagement is higher, responses are more thoughtful, and results are more accurate. This is reflected in how our members view YouGov: our Trustpilot score of 4.5 shows the value they place on being part of our community, with 74% of reviews rated five stars.
The long game
The Panel Promise is part of a long-term approach. By protecting trust, we ensure participation not just today but for years to come, building a continuous record of opinion that stretches back decades.
At its heart, the promise is simple: our panel is made up of real people, not datapoints. By treating members fairly, rewarding them properly, and working in partnership, we keep the community strong and ensure the data drawn from it reflects reality.
