YOUGOV ●

RESEARCH REALITY

↘ OVERVIEW

Transforming YouGov from insight to impact with a confident and modern global re-brand strategy and rollout.

Three years ago, YouGov B2B repositioned itself as a platform for marketers to explore, plan, activate, and track their activities, under the proposition: What the world thinks.

Since then, the business has evolved in a new direction. It has become increasingly product-led, with insights professionals representing a growing share of client personas. As a result, the brand positioning and business website no longer reflected the scale or reality of what the company delivers.

250+

TEMPLATES CREATED

03K+

ASSETS REBRANDED

MONTH TURNAROUND

374

SLIDES IN LONGEST DECK

Tell me all Just the visuals

↘ STRATEGY

With five distinct audiences and over 100 products, a deep strategic process was essential.

The challenge was to redevelop YouGov’s brand positioning to reflect its post-acquisition vision across all audiences: B2B clients, members, the public, media, and investors, and to design a new website structure that guided clients toward the right solutions through a use-case-led approach.

With five distinct audiences and over 100 products, a deep strategic process was essential. We began with a comprehensive review across the organisation to align expertise, values, and goals from both legacy and newly acquired teams. Working closely with the client, we reorganised the offering around use cases that made the product portfolio more intuitive and client-centric.

This process also revealed two clear positioning opportunities that highlighted the combined strength and ambition of the newly expanded YouGov.

↘ THE IDEA

The backbone of every insight and decision is data quality.

We developed a new brand positioning centred on Reality, built on the pillars of the most accurate data, the most engaged members, most pioneering technology, and most trusted expertise. This positioned YouGov as the research company uniquely capable of reflecting reality, giving clients a competitive edge by revealing what people truly think, feel, and do.

At the core of this positioning is the principle that high-quality data, drawn from real people, is essential for organisations seeking to understand and respond to the world around them.

↘ EXECUTION

Introducing ‘Research Reality’

The new brand positioning was brought to life as Research Reality. It was activated across YouGov Business with a redesigned website built around a use-case-led structure, ensuring client needs remain at the centre of the experience.