Qualitative Research

The YouGov Qualitative offer is about digging deeper into what people think, do and say. We use classic face-to-face methods, innovative online approaches, and embrace the power of our panel to get behind the ‘whys’. We are pioneers of qualitative online methods - from online forums, through to focus groups and Apps- we use technology to bring people together to get fresh and authentic insight.

We test products, campaigns, ideas and brand health across all sectors. We also explore the opinions and behaviours of a diverse range of participants, from CEOs to students, and opinion formers to vulnerable groups. See more about our approach by clicking on the links below:




Overall philosophy

Our panel-centric approach brings meaning to "Big Data"

At YouGov we constantly collect data from our panellists on a huge number of topics and behaviours through various touch points including daily surveys and Profiles. This gives us real time insight into what people actually do and think. Consequently, our qualitative outputs bring meaning to the ‘Connected Data’ that we already hold on panellists, providing clients rich and detailed insights.

Targeted sampling on what people see and do

The YouGov panel allows us to recruit on the basis of what people actually do, see or buy over time, minimising the established problems of claimed behaviour that can hinder traditional research. We have thousands of data points of information on each person whether it’s TV viewing, the charities they support, their shopping habits or websites they visit, allowing us find the most relevant people for any project.

Qualitative interpretations of real time data

Through continuous panel engagement we are pioneering real time responses. We can do this qualitatively through Apps and online forums and focus groups. The team has led industry thinking in this area - access an abridged version of a longer piece written exclusively for Admap here.

Team expertise and thought leadership

We regularly conduct online and face to face focus groups on topical issues to feed into public debate. For example, we conducted focus groups with undecided voters for the BBC Sunday Politics Show in the run up to the general election. Currently we are conducting focus groups on the public’s perception of Brexit.

As researchers we are passionate about innovative methods and we contribute to the latest industry thinking in qualitative research.

Press Coverage and published reports

Here are examples of press coverage and published reports from qualitative studies we have conducted:

Royal London
Law Society
Centre for Modern Family
Financial Reporting Council
Dignity in Dying membership organisation


Contact us

Research project questions?