Qualitative Research

The YouGov Qualitative offering is all about on-going consumer engagement. Whilst we regularly use classic research methods such as focus groups, depth interviews and ideation workshops, where we really add value is in online qualitative interaction. By engaging online with consumers we use technology to bring people together in their own environment to get fresh and authentic insight. Access our information pack.

We test products, advertising campaigns and brand health and we also explore the opinions and behaviours of a diverse range of participants from CEOs to students across different sectors. 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 different topics and behaviours through various touch points including daily surveys and social media monitoring. This gives us real time insight into what people actually do and think. We use this to shape the design of our qualitative research. Consequently our output brings meaning to the ‘Big Data’ that we already hold on panellists so clients get fully formed 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 hundreds of data points of information on each person whether its TV viewing, shopping habits or websites visited 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 behavioural Apps, forums and online 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 focus groups on topical issues to feed into the public debate. At the moment these are focussed around the idea of the ‘squeezed middle’ population and what their views mean for politicians and commercial companies. These groups are reported regularly in City AM.

As researchers we are passionate about new methods and contribute to the latest industry thinking in qualitative research. Click on the links below to access a selection of articles and conferences that we have recently contributed towards:

Press Coverage

Here are examples of press coverage from a selection of qualitative studies we have conducted:

The Drum
The Times
The Independent
Huffington Post


Contact us

Research project questions?