Profiles is our segmentation and media planning product for agencies and brands. This product is powered by data collected in the YouGov Cube – our connected data vault which holds over 120,000 data points, collected from 250,000 GB YouGov members.
Get the profile of your target audience across multi-channel data sets with greater granularity and accuracy than ever before.
Demographics and Lifestyle
Segment on a number of categories including general demographic makeup, economic situation, occupation, banks and supermarkets used, device ownership, interests, hobbies, favourite celebrities, and top music artists
Brand Usage and Perceptions
Understand usage and perception of over 1,000 brands (in over 35 sectors) on the following core brand funnel metrics: Buzz, Attention, Quality, Value, Customer Satisfaction, Reputation, General Impression, Recommendation, Brand Awareness, Word of Mouth Exposure, Current Customer, Former Customer, Purchase Intent, Purchase Consideration and Advert Awareness
Analyse consumption of above-the-line media on a daily basis, 7 days a week. This includes TV viewing at a programme (4,000+ titles collected to date) and genre (150 classifications) level, radio listenership (40+ key commercial stations), and print readership (20+ newspaper titles and 50+ magazine titles)
Digital and Mobile Behaviour
Track digital footprints and journeys by analysing in real-time (through passive tracking) websites visited, search terms queried, mobile applications used and exposure to online advertising (banners and pre-rolls)
Social Media Activity
Review social media usage and engagement including Facebook pages liked, Twitter accounts followed, brands mentioned (and exposed to) in networked conversations
Attitudes and Opinions
Using daily attitudinal and opinion data, measure on a variety of topics including views on current issues in the news, political leanings, voting intentions and information on personal beliefs
Why use Profiles?
What are the key commercial benefits?
Profile advanced segments quickly: understand in more depth the key differences between satisfied and dissatisfied customer of a brand
Design tailored channel strategies: find the channels that are most likely to drive consumer interaction with brands, not simply the channels most used
Plan more effective advertising campaigns: analyse media consumption data that is collected daily, not monthly or quarterly
Formulate more relevant and targeted comms: develop propositions and messages that are unique to different segments to maximise cut-through
Why is it different to other products on the market?
It is agile: turn projects around quickly and react to market needs
It is live: we hero permanent listening (a much more strategic approach compared to traditional tactical based data collection products that focus on single moments in time)
It is holistic: single customer view across all channels