At YouGov, our qualitative team goes beyond the obvious to identify what really matters. Our team use classic face-to-face methods and innovative online approaches harnessing the power of our panel to answer questions and solve problems.

Pioneering techniques
Pioneering techniques
Pioneering qualitative online methods – from online forums to focus groups, film and apps - allow us to reach niche and geographically dispersed groups.
Experts in the field
Experts in the field
Dedicated Qualitative experts committed to solving your challenges; from comms development to testing new products and strategies.
Tailored approach
Tailored approach
We will help you achieve your business and research goals by designing bespoke research within your budget.

We dig deeper into what people think, do and say to really get behind the ‘why’. Our experts will help you discover the human stories that will empower your business to be bolder and sharper in addressing future challenges.

We explore the opinions and behaviours of a diverse range of people, from C-Suite executives to students, and opinion formers to vulnerable groups: no matter how niche the audience. We  conduct campaigns, communications and ideas testing, brand health measurement and can help you develop new products and services across all sectors.

Watch our short video to hear our panellists give their insights directly >


Access to rich, detailed insights

At YouGov we constantly collect data from our 9 million worldwide panellists on a huge number of topics. This means you will have access to real-time insight into what people actually think and do. Consequently, our qualitative outputs bring meaning to the connected data that we already hold on panellists, providing clients with rich and detailed insights.

Targeted sampling to maximise return on investment

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 on each person whether it’s TV viewing, the charities they support, their shopping habits or websites they visit, allowing us to find the most relevant participants for any project.

Anticipate trends using qualitative research

Through continuous panel engagement we are pioneering real-time responses. We can do this qualitatively through apps, 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.

Thought leadership

We regularly conduct online and face-to-face focus groups on topical issues to feed into public debate. Using YouGov qualitative research will allow you to spot the patterns that could inform your future strategy, put you ahead of your competitors, and dive deeper into key topics.

The Advantage of using YouGov for qualitative research

  1. 1. Integrated Insights

    The use of all YouGov’s products including custom quantitative research, omnibus and data products ensures we deliver a full service giving you the best insights and reports to be able to act on actionable insight.

  2. 2. Connected data universe

    The YouGov Cube is where we store everything we learn from a continuous conversation with our global online community. This means we can include profile data to case studies and reports e.g. respondents’ voting intention, media consumption and income to add additional value.

  3. 3. Global online community

    YouGov operates a global online panel of 9 million people who talk to us every day about their entire world in exchange for points and rewards, or because they want to contribute to the national debate. We can then showcase their stories via engaging case studies and films (via our in-house film team), helping to engage your stakeholders and customers.

The Qualitative Team

Melanie Nicholls leads our seven-strong qualitative research team. The team is made up of sector specialists who – between them – have over 50 years of research experience. YouGov qualitative is experienced in conducting UK and international research projectors working in partnership with YouGov Hubs and partners across the globe.

Melanie Nicholls

Head of Qualitative Research

Fully customised research consulted to your needs

Contact us now for a consultation from our dedicated team of sector experts.

+44 (0)20 7012 6211