YouGov | What the world thinks

I believe that one of the most useful online source to use when studying the society and its relation with the media is YouGov: It is an international internet based market research firm with operations in Europe, North-America, Middle-East, Asia-Pacific and Africa. It was founded in the UK in 2000, where its main headquarter still is, and after 5 years it became a public company. Its motto is What the world thinks and it is a member of the British Polling Council, association of market research companies whose opinion surveys are regurarly published or broadcast in media in UK.

Starting from their surveys and polls, they publish articles about politics, lifestyle, economics, consumer trends and much more. It is very reliable and I found it truly interesting and useful when writing essays. In fact, it is possible to find a survey about every current and past matter to use as trustable source.

There is also a fascinating section called “YouGov profiles”, where selecting a brand of any kind, it is possible to see the profile of an average consumer. I found this section truly useful when I was selecting the target audience of PR and Advertising campaigns I was working on during the first semester. Here an example of the average profile of The Guardian readers:

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I leave you with one of the article they published last year, based on a survey that shows that British people trust more Wikipedia than journalists. I believe that it can be an interesting reading for us that we study media and how the society relate to any sort of it:



  1. Thank you for a brilliant post. I personally use YouGov very often. I particularly like their daily polls which directly link to the story of the day. I suggest you definitely explore YouGov’s Brand Index. You have said that as a PR student, YouGov has helped you in your campaigns. But, do you think YouGov can sometimes be limited?

    Liked by 1 person

  2. Hello Giulia

    Thanks for this post, I didn’t know this website and I have really enjoyed the youGov profile section, where they deeply analyse different target audiences like what supermarkets they visit, how they describe themselves or which actors they like. I will definitely use this for my future campaigns.

    I have also read the article that you have shared. It this makes me think that those two thirds of the British population that trust more Wikipedia than journalists have a lack of information about how the website works. Maybe they use the information because they think that it is trustworthy and that academics check it before somebody posts something? Or maybe they are just too lazy to do some further research and just click on the first link that comes up in Google. In any case they should not use Wikipedia as their source. In my opinion the time and effort that a journalist spends in news is totally necessary for the media world and this could be never replaced by Internet or social media. People shouldn’t forget the incredible job they have and use the material they share as it has a whole investigation and research behind it.

    Researching about Wikipedia issues I have found quite funny that the actual Wikipedia website offers the Criticism of Wikipedia. If they checked the information (as they should do) they would clearly delete this as it contains bad information about itself! Please have a look. 🙂

    Liked by 1 person

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