YouGov’s Post

🌐 🔍 Discover the latest insights and research from YouGov! A few of the topics in this edition include: 🥫 European shopper trends 🗳️ YouGov's first MRP projection 🇺🇸 American TikTok user habits Happy Reading!

After a very late night following the UK general election results, it’s clear that YouGov’s final projection of our MRP model properly told the story of the 2024 election. We called 92% of the seats correctly, and our model correctly projected: -  Labour’s landslide victory -  The extent of the Conservative vote collapse -  The nearly perfect projection of Liberal Democrat seats -  The Green party and Reform UK as growing electoral forces This was not a straightforward election. The electorate has shifted significantly over the last decade in a number of ways and various voter groups that were previously closely aligned to particular parties have become unmoored. A related point is that the 2019 Tory election-winning coalition – a unique blend of north and south cultural and economic conservatives and liberals – has fragmented beyond recognition in the past five years, with each of Labour, Reform UK, the Liberal Democrats, and the Greens benefiting. All of this made political modelling for the 2024 election especially difficult. However, a number of factors helped us. One of the most significant was a market-leading and completely new innovation; our “unwinding” algorithm which helped us deal with the unique, high-change situation which the data was pointing toward and for which we had no precedent or prior data to help guide us. Another was the quality of our data. Machine learning models such as MRP work best when high quality data is fed into the model. Because YouGov owns our own panel, we have a unique relationship with the people taking our surveys and have a deep understanding of who our panellists are. This helps us build and execute market-leading models at scale which can also be used for our clients to answer their own business challenges. There are things in the results that we will need to build into our future work. As a data and analytics business, we constantly look for ways to improve our methods and we will be doing a thorough review of any areas where we can take learnings from for next time to make our MRP even more accurate and how we can apply our success into other areas of YouGov’s work. Read more about YouGov’s projections compared to the election results and learn more about what made our MRP model work so well: https://lnkd.in/eDrgK5tv

🔍 📰 The Reuters Institute for the Study of Journalism's Digital News Report, which is based on a YouGov survey covering 47 markets, highlights the growing influence of video platforms and messaging apps for news consumption. Our latest article breaks down which platforms are most popular for news consumption across a variety of markets and demographics. 👇Read the article below to see how these trends vary from country to country: https://lnkd.in/ePtvaShh

What do undecided voters want? Over the 2024 general election campaign, YouGov’s Qualitative team have been getting to the heart of what the public really think about the UK’s major political parties and the issues driving their decisions as they head to the ballot box on 4 July. One example of this work is the Sky News YouGov Voters Panel – an online community that represents over 40 different seats across the UK and reflects a wide range of demographics and political opinions. While some panellists expressed concern about the Conservatives attempting to “consolidate the grey vote,” others also posed questions about how Labour would fund its headline pledges. To learn more about what undecided voters think about the party manifestos, visit: https://lnkd.in/efgUPHVy 📺 Please join us in hearing what our Voters Panel have to say – tune in next week on Sky to hear the views of undecided voters and see the power of YouGov Qualitative research in action. 

📲 While plenty of social media upstarts have come and gone, the main players remain relatively consistent. Does each social platform’s membership remain the same as well? 📊 YouGov's latest report dives into the data, revealing the latest audience makeup for the top social networks, with deep dives into generational and gender differences. Grab your copy here: https://okt.to/3A2Up8

 🎉 YouGov’s second annual Workforce Diversity Report is here!  🎉 Investing in Diversity & Inclusion is core to our purpose to give the world a voice. We cannot achieve this externally if it is not reflected internally. 📣 To help us better understand our workforce and implement tailored initiatives that meet employee needs, we run our "Count Me In” campaign bi-annually. The “Count Me In” campaign invites YouGovers to voluntarily disclose and update their demographic data. 👉 Download the 2024 Workforce Diversity Report to learn about our strategy and initiatives to champion a diverse workforce and an inclusive workplace. https://lnkd.in/epTz9dkb Disclaimer: Our data collection approach varies by market location, complying with local employment and data privacy laws or conventions.

The Reuters Institute for the Study of Journalism has released the 2024 Digital News Report, which is based on a YouGov survey covering 47 markets that together account for more than half the world’s population. The report provides an in-depth analysis of how the digital news landscape is evolving. Our latest article pulls out three key insights from the report, including that people are actively avoiding the news in many places around the world. 👉 Read the article and download the full report here! https://lnkd.in/enPXEX2U 

This morning, our CEO Steve Hatch spoke to BBC Radio 4’s Today programme about YouGov – how we are approaching this year of elections, how we get our data accurate for all our clients (both in politics and beyond) and how we use machine learning AI in our innovative MRP. As Steve discusses, at the heart of what we do are our panel of people who take our surveys and share their data. We work hard to make sure anyone and every walk of life feels able to take YouGov surveys. The rich data they provide powers not only our accuracy but also enables our innovation. The quality of the data our panel provides has led us to accurately predict elections the world over, and it is the same data that supports global companies to better understand their customers and help them make better informed decisions. Listen to more of Steve’s interview here.