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.
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.
BENEFITS OF QUALITATIVE RESEARCH
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.
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 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.
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.
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.
You're in good company. Join the world's leading organisations that choose YouGov.
The YouGov team was exceptional in helping us gather the voices of people living with terminal and advanced illness in a robust and sensitive way so that our call for a change in the law and culture around death and dying is truly evidence-based and person-centred.See case study
The level of client engagement and guidance by the YouGov team was second to none. I would work with YouGov again and recommend them to other organisations who are looking to pursue a major national research project.See case study
The qualitative behavioural research undertaken by YouGov has proved very useful to The Law Society. The results were able to show the importance of the Society’s public legal education programmes. It also highlighted the difficulties that consumers have in assessing the non-price elements of legal work.See case study
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.
Head of Qualitative Research
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