YouGov is an international Internet-based market research and data analytics firm, headquartered in the UK, with operations in Europe, North America, the Middle East and Asia-Pacific.[2]

YouGov Survey plc
Public limited company
Traded asLSEYOU
IndustryMarket research
Opinion polling
FoundersStephan Shakespeare
Nadhim Zahawi
HeadquartersLondon, United Kingdom
Area served
Key people
Stephan Shakespeare (CEO)
Roger Parry (Chairman)
Revenue£116.6 million (2018)[1]
£19.7 million (2018)[1]
Number of employees
816 (2018)[1]


YouGov was founded in the UK in May 2000 by Stephan Shakespeare and Nadhim Zahawi.

In April 2005, YouGov became a public company listed on the Alternative Investment Market of the London Stock Exchange.[3] Major shareholders of the company are BlackRock and Standard Life Aberdeen.[4]

Stephan Shakespeare has been YouGov's Chief Executive Officer since 2010.[5] Roger Parry has been YouGov's Chairman since 2007.[6] Political commentator Peter Kellner was YouGov's President until he stepped down in 2016.[7]

YouGov is a member of the British Polling Council.[8]

Links to the UK Conservative Party

Shakespeare, the firm's CEO, once stood as a Conservative Party candidate for Colchester; he was also a Conservative Party pollster.

Co-founder Nadhim Zahawi has been the Conservative Party Member of Parliament for Stratford-on-Avon since 2010, after the retirement of previous MP John Maples. He joined the Conservative government in 2010.[9]

Roger Parry was commissioned in 2009 by the Conservative Party to write a report on the future of local media.[10][11] His proposals on local TV were subsequently adopted as Government policy by Culture Secretary Jeremy Hunt.[12][13]


YouGov specialises in market research through online methods. The company's methodology involves obtaining responses from an invited group of Internet users, and then weighting these responses in line with demographic information. It draws these demographically-representative samples from a panel of 5 million people worldwide including over 800,000 people in the UK.[14] As YouGov's online methods use no field-force, its costs are lower than some face-to-face or telephone methods.


In 2006 YouGov began expanding outside the UK through acquisitions and acquired Dubai-based research firm Siraj for $1.2 million plus an eventual earn out of $600,000. In 2007 they added Palo Alto, CA based US research firm Polimetrix for approximately $17 million, Scandinavian firm Zapera for $8 million and German firm Psychonomics for $20 million. In 2009 and 2010, YouGov expanded its US operations with two acquisitions; first buying Princeton, NJ research firm Clear Horizons for $600,000 plus an earn out of $2.7 million, then Connecticut-based research firm Harrison Group for $6 million with a $7 million earnout. In 2011, YouGov acquired Portland, OR-based firm Definitive Insights for $1 million with a potential $2 million earn out. In 2011, YouGov made its first organic expansion by opening an office in Paris, France. In January 2014, YouGov entered the Asia Pacific region with the acquisition of Decision Fuel for an estimated consideration of approximately £5 million.[15]

See also

United Kingdom

United States


  1. ^ a b c "YouGov Preliminary Results 2018" (PDF). Retrieved 2018-10-20.
  2. ^ "YouGov offices". Retrieved 2015-05-31.
  3. ^ "London Stock Exchange - YouGov". London Stock Exchange. Retrieved 2015-05-31.
  4. ^ "YouGov - Shareholders". YouGov: What the world thinks.
  5. ^ "Zahawi stands for parliament and steps down as yougov ceo". Research Live. 2010-02-22.
  6. ^ "Parry takes post at YouGov". The Guardian. 2007-01-15.
  7. ^ "YouGov President Peter Kellner to Step Down". MR Web. 2016-02-15.
  8. ^ "British Polling Council Officers and Members".
  9. ^ Smith, Chris (2017-04-28). "Tories re-select all three south Warwickshire candidates - Stratford Herald". Stratford Herald. Retrieved 2017-09-12.
  10. ^ Maisie McCabe Troubleshooter April 21st 2009
  11. ^ Creating Viable Local Multi-Media Companies in the UK Archived 18 July 2009 at the Wayback Machine. July 2009
  12. ^ "Tories call for American-style local news channels by Andrew Porter". Daily Telegraph=UK. 14 July 2009.
  13. ^ "Tories plan 80 city-based TV stations for local news by Dan Sabbagh". The Times=UK. 15 July 2009.
  14. ^ "YouGov Panel". Retrieved 2015-05-31.
  15. ^ "Acquisition of Decision Fuel". Investegate. 2014-01-09. Retrieved 2014-01-20.

External links

2008 London mayoral election

The London mayoral election, 2008 for the office of Mayor of London, England, was held on 1 May 2008 and was won by Conservative Party candidate Boris Johnson.

It was the third London mayoral election, the previous elections being the first election in May 2000 and the second election in June 2004.

Boris Johnson became the second Mayor of London and the first Conservative to hold the office since its creation in 2000. This became the first London Mayoral election in which the incumbent mayor was defeated by a challenger. The popular vote achieved by Boris Johnson remained the largest polled by winning mayoral candidate until Labour candidate, Sadiq Khan, received 1,148,716 first-preference votes in 2016.

2011 United Kingdom Alternative Vote referendum

The United Kingdom Alternative Vote referendum, also known as the UK-wide referendum on the Parliamentary voting system was held on Thursday 5 May 2011 (the same date as local elections in many areas) in the United Kingdom (UK) to choose the method of electing MPs at subsequent general elections as part of the Conservative – Liberal Democrat Coalition Agreement drawn up after the 2010 general election which had resulted in the first hung parliament since February 1974 and also indirectly in the aftermath of the 2009 expenses scandal under the provisions of the Parliamentary Voting System and Constituencies Act 2011 and was the first national referendum to be held under provisions laid out in the Political Parties, Elections and Referendums Act 2000.

The referendum concerned whether or not to replace the present "first-past-the-post" system with the "alternative vote" (AV) method and was the first national referendum to be held across the whole of the United Kingdom in the twenty first century. The proposal to introduce AV was overwhelmingly rejected by 67.9% of voters on a national turnout of 42%.

This was only the second UK-wide referendum to be held (after the EC referendum back in 1975) and is to date the only UK-wide referendum to be held on an issue not related to the European Economic Community (Common Market) or European Union and was also the first UK-wide referendum to be overseen by the Electoral Commission. It was also the first that was not merely consultative: it committed the government to give effect to its decision.All registered electors over 18 (British, Irish and Commonwealth citizens living in the UK and enrolled British citizens living outside) – including Members of the House of Lords (who cannot vote in UK general elections) – were entitled to take part.

On a turnout of 42.2 per cent, 68 per cent voted "No" and 32 percent voted "Yes". Ten of the 440 local voting areas recorded 'Yes' votes above 50 per cent: those in Oxford, Cambridge, Edinburgh Central and Glasgow Kelvin, with the remaining six in London.The campaign was described in retrospect by political scientist Iain McLean as a "bad-tempered and ill-informed public debate".

2014 European Parliament election in the United Kingdom

The United Kingdom's component of the 2014 European Parliament election was held on Thursday 22 May 2014, coinciding with the 2014 local elections in England and Northern Ireland. In total, 73 Members of the European Parliament were elected from the United Kingdom using proportional representation. England, Scotland and Wales use a closed-list party list system of PR (with the D'Hondt method), while Northern Ireland used the single transferable vote (STV).

Most of the election results were announced after 10pm on Sunday 25 May - with the exception of Scotland, who did not declare their results until the following day - after voting closed throughout the 28 member states of the European Union.

The UK Independence Party (UKIP) came top of the poll, winning 24 seats and 27% of the popular vote, the first time a political party other than the Labour Party or Conservative Party had won the popular vote at a British election since the 1906 general election. It was also the first time a party other than Labour or Conservative had won the largest number of seats in a national election since the December 1910 general election. In addition, the 23.1% of the vote won by the Conservatives is the lowest ever recorded voteshare for the party in a national election.

The Labour Party became the first Official Opposition party since 1984 to fail to win a European Parliament election, although they did gain 7 seats, taking their overall tally to 20. The governing Conservative Party were pushed into third place for the first time at any European Parliament election, falling to 19 seats, while the Green Party of England and Wales saw their number of MEPs increase for the first time since 1999, winning 3 seats. In Scotland, the Scottish National Party won the largest share of the vote, taking 29% of the vote and 2 MEPs. The Liberal Democrats, who were in coalition with the Conservatives at the time, lost 10 of the 11 seats they were defending and won just 7% of the popular vote.

Figures released in December 2014 showed that the Conservatives and UKIP each spent £2.96m on the campaign, the Liberal Democrats £1.5m and the Labour Party spent approximately £1m.Given the subsequent Leave vote in the 23 June 2016 referendum, this is set to be the last time the United Kingdom participated in a European Parliament election.

2016 London mayoral election

The 2016 London mayoral election was held on 5 May 2016 to elect the Mayor of London, on the same day as the London Assembly election. It was the fifth election to the position of Mayor, which was created in 2000 after a referendum in London. The election used a supplementary vote system.

The election was won by Labour Member of Parliament (MP) for Tooting, Sadiq Khan, who polled 56.8% of the votes in the head-to-head second round of voting over Conservative MP for Richmond Park, Zac Goldsmith. Goldsmith was more than 25% ahead of the next candidate in the first round of voting, as part of a record field of twelve candidates. Of the twelve candidates only Khan, Goldsmith, and Green Party candidate Siân Berry achieved the requisite 5% minimum first round vote share to retain their deposit.This was the first election to not feature either of the two previous holders of the office, Ken Livingstone and Boris Johnson, who had run against each other in 2008 and 2012. Johnson, as incumbent mayor, had chosen not to stand for re-election for a third term in office, having been elected as the Conservative Party MP for Uxbridge and South Ruislip at the 2015 general election. The campaign was dominated by the personal battle between Goldsmith and Khan, and their contrasting class and ethnic backgrounds. Through his victory, Khan became the second Labour Party Mayor of London after Livingstone, and the first Muslim mayor of a European Union capital city.The campaign of Goldsmith was marred by accusations of Islamophobia, for which he was condemned at the time by senior Muslim figures within the Conservative Party. In 2018, the Muslim Council of Britain said that the campaign was an example of Tory "dog whistle anti-Muslim racism", and urged the party to investigate Goldsmith as part of an independent investigation into alleged Islamophobia within the party.

2016 National Assembly for Wales election

The National Assembly for Wales election 2016 was held on Thursday 5 May 2016, to elect members of the National Assembly for Wales (AMs). It was the fifth election for the National Assembly, the third election taken under the rules of the Government of Wales Act 2006 and the first since the Wales Act 2014.

The governing Labour Party's share of the vote fell by over 7% and 29 Labour AMs were elected, one fewer than in 2011 and two short of an overall majority. Plaid Cymru became the Assembly's second largest party and the official opposition to the Welsh Government with 12 seats, one more than before. The 11 Conservative Party AMs were elected, three fewer than in 2011. Although they did not win a single constituency, the UK Independence Party had 7 members elected through the regional lists vote. The Liberal Democrats had only one AM returned, down from five.

The election was held on the same day as elections for the Scottish Parliament, for the Northern Ireland Assembly, for the Mayor and Assembly of London and in numerous local authorities in England. The by-election for the Westminster seat of Ogmore was also held on the same day. This election and elections to the other devolved chambers were delayed by a year from 2015 to 2016 as a result of the Fixed-term Parliaments Act 2011. Elections to the Welsh Assembly have now also been permanently moved to a five-year cycle under the Wales Act 2014.

2018 opinion polling on the Donald Trump administration

This is a list of opinion polls taken on the Presidency of Donald Trump in 2018.

2019 opinion polling on the Donald Trump administration

This is a list of opinion polls taken on the Presidency of Donald Trump in 2019.

2020 Queensland state election

The next Queensland state election is scheduled to be held on Saturday 31 October 2020 to elect the 57th Parliament of Queensland. All 93 seats in the Legislative Assembly of the unicameral parliament will be up for election. The two-term incumbent Labor government, currently led by Premier Annastacia Palaszczuk, will seek a third term against the Liberal National opposition, currently led by Opposition Leader Deb Frecklington.

Queensland has compulsory voting and uses full-preference instant-runoff voting for single-member electorates. The election will be conducted by the Electoral Commission of Queensland (ECQ).


Brexit ( or ), a portmanteau of "Britain" and "exit", is the impending withdrawal of the United Kingdom (UK) from the European Union (EU). It follows the referendum of 23 June 2016 when 51.9 per cent of those who voted supported withdrawal. Withdrawal has been advocated by Eurosceptics, both left-wing and right-wing, while Pro-Europeanists (or European Unionists), who also span the political spectrum, have advocated continued membership.

The UK joined the European Communities (EC) in 1973 under the Conservative government of Edward Heath, with continued membership endorsed by a referendum in 1975. In the 1970s and 1980s, withdrawal from the European Communities was advocated mainly by the political left, with the Labour Party's 1983 election manifesto advocating complete withdrawal. In the late 1980s, opposition to the development of the EC into an increasingly political union grew on the right, with Margaret Thatcher – despite being a key proponent of the European single market – becoming increasingly ambivalent towards Europe. From the 1990s, opposition to further European integration came mainly from the right, and divisions within the Conservative Party led to rebellion over the Maastricht Treaty in 1992.

The new UK Independence Party (UKIP) was a major advocate of a further referendum on continued membership of what had now become the European Union, and the party's growing popularity in the early 2010s resulted in UKIP being the most successful UK party in the 2014 European Parliament election. The Conservative Prime Minister David Cameron pledged during the campaign for the 2015 UK General Election to hold a new referendum, a promise which he fulfilled in 2016 following the pressure from the Eurosceptic wing of his party. Cameron, who had campaigned to remain, resigned after the result and was succeeded by Theresa May, his former Home Secretary. She called a snap general election less than a year later, in which she lost her overall majority. Her minority government is supported in key votes by the Democratic Unionist Party.

On 29 March 2017, the Government of the United Kingdom invoked Article 50 of the Treaty on European Union. The UK is due to leave the EU on 29 March 2019 at 11 pm UK time, when the period for negotiating a Withdrawal Agreement will end unless an extension is agreed. May announced the government's intention not to seek permanent membership of the European single market or the EU customs union after leaving the EU and promised to repeal the European Communities Act of 1972 and incorporate existing European Union law into UK domestic law. A new government department, the Department for Exiting the European Union, was created in July 2016. Negotiations with the EU officially started in June 2017, aiming to complete the withdrawal agreement by October 2018. In June 2018, the UK and the EU published a joint progress report outlining agreement on issues including customs, VAT and Euratom. In July 2018, the British Cabinet agreed to the Chequers plan, an outline of proposals by the UK Government. In November 2018, the Draft Withdrawal Agreement and Outline Political Declaration, agreed between the UK Government and the EU, was published. On 15 January 2019, the House of Commons voted 432 to 202 against the deal, the largest parliamentary defeat for a sitting UK government in history.The broad consensus among economists is that Brexit will likely reduce the UK's real per capita income in the medium term and long term, and that the Brexit referendum itself damaged the economy. Studies on effects since the referendum show annual losses of £404 for the average UK household from increased inflation, and losses between 2 and 2.5 per cent of UK GDP. Brexit is likely to reduce immigration from European Economic Area (EEA) countries to the UK, and poses challenges for UK higher education and academic research. As of November 2018, the size of the "divorce bill", the UK's inheritance of existing EU trade agreements, and relations with Ireland and other EU member states remains uncertain. The precise impact on the UK depends on whether the process will be a "hard" or "soft" Brexit. Analysis by HM Treasury has found that no Brexit scenario is expected to improve the UK economic condition. A Treasury publication of November 2018 on the potential impact of the Chequers proposal estimated that it would leave the UK economy 3.9% worse off after 15 years compared with staying in the EU.

Nationwide opinion polling for the 2016 Democratic Party presidential primaries

This is a list of nationwide public opinion polls that have been conducted relating to the Democratic primaries for the 2016 United States presidential election. The persons named in the polls are declared candidates, are former candidates, or have received media speculation about their possible candidacy.

Nationwide opinion polling for the 2016 Republican Party presidential primaries

This is a list of nationwide public opinion polls that have been conducted relating to the Republican primaries for the 2016 United States presidential election. The persons named in the polls were either declared candidates, former candidates, or received media speculation about their possible candidacy. On May 4, 2016, Donald Trump became the sole contender and presumptive nominee.

Opinion polling for the 2010 United Kingdom general election

In the run-up to the general election of 2010, several polling organisations carried out opinion polling in regards to voting intention in Great Britain (i.e. the UK excluding Northern Ireland, which is usually excluded from such voting intention surveys). Results of such polls are displayed below.

The election took place on 6 May 2010, coinciding with the local elections. The previous general election was held on 5 May 2005.

Tony Blair stood down as prime minister after 10 years in June 2007, and was succeeded by chancellor Gordon Brown. That autumn, the national media reported that an imminent general election was likely, putting all polling organisations, the press and political parties on an election footing, but he eventually announced that he would not seek a dissolution. According to many media and political figures, this was because he believed that Labour was likely to lose its majority in a snap general election, even though many opinion polls suggested that a fourth successive election win for Labour was likely, and this would potentially have ensured the Labour government's survival to the end of 2012. Gordon Brown has since maintained that Labour would have won but he did not believe an early election was in the national interest.

In the meantime, Michael Howard had stepped down as Tory leader after the 2005 general election, being succeeded by David Cameron. In January 2006, Charles Kennedy stepped down as leader of the Liberal Democrats to be succeeded by Menzies Campbell, who himself resigned at the end of the following year to be succeeded by Nick Clegg.

2006 had seen the Tories make gains in local elections, as well as enjoying their first consistent lead of the opinion polls in 14 years. 2007 had seen both the Tories and Labour lead the opinion polls, but 2008 saw the Tories build up a wide lead as the Labour government's support slumped in the face of the economic crisis. Labour also suffered huge losses in local elections, as well as suffering by-election defeats, with the Tories, Liberal Democrats and Scottish National Party all enjoying success at Labour's expense. This trend continued throughout 2009 as the recession deepened and unemployment continued to soar. The expenses scandal also had an adverse effect on the Labour government's dwindling popularity, although MPs from other parties were also shamed in the scandal. Labour also performed dismally in the European parliament elections of 2009, and opinion polls pointed towards a heavy defeat in the event of a general election. The previous two general elections had both been held at four-year intervals, but there would be no general election in 2009.

On 6 April 2010, Gordon Brown called a general election for 6 May – with the opinion polls still showing a Conservative lead, although most of the polls showed that a Conservative majority was unlikely, suggesting that Labour could still continue in a minority or coalition government. In the event, the Tories enjoyed the largest share of votes and seats, but came 20 seats short of a majority. On 11 May 2010, Gordon Brown tendered his resignation as prime minister to the Queen, and recommended that David Cameron should be invited to form the next government. Cameron duly did so, forming a government in coalition with the Liberal Democrats, and making their leader Nick Clegg deputy prime minister.

Opinion polling for the 2014 Scottish independence referendum

This page lists the public opinion polls that were conducted in relation to the Scottish independence referendum, 2014, that was held on 18 September 2014. Overall, polls showed that support for a "No" vote was dominant until the end of August 2014, when support for a "Yes" vote gained momentum and the gap closed significantly, with at least one poll placing the "Yes" vote ahead. In the final week of the campaign, polls showed the "No" vote to be consistently but somewhat narrowly ahead. There were no exit polls although a YouGov post-election poll was published shortly after the polls closed. For the history of the campaign itself see Scottish independence referendum, 2014, Yes Scotland ("yes" supporters), and Better Together (campaign) ("no" supporters).

Opinion polling for the 2015 United Kingdom general election

In the run up to the general election on 7 May 2015, various organisations carried out opinion polling to gauge voting intention. Results of such polls are displayed in this article. Most of the polling companies listed are members of the British Polling Council (BPC) and abide by its disclosure rules.

The date range for these opinion polls is from 6 May 2010 (the date of the previous general election) to 7 May 2015.

Most opinion polls cover only Great Britain (England, Scotland and Wales). Separate polls covering constituent countries of the UK and English regions are reported further below while polling of individual constituencies and groups of them (such as groups of marginals) is covered in a separate article.

In the event, the actual results proved to be rather different from those indicated by the opinion polls. Opinion polls conducted in the last few months of the campaign, and even in the last few days, had indicated a very close result between the Conservatives and Labour in terms of numbers of votes, suggesting that one of the main parties would have to form a perhaps complex coalition with smaller parties in order to govern.

However the actual results showed a stronger performance by the Conservatives, which gave them an overall majority, since Labour also had a weaker performance than the polls had suggested. When the exit poll was initially presented, some commentators and politicians doubted it, with Paddy Ashdown even declaring "If this poll is correct I will publicly eat my hat on your programme" in response to the apparently poor results for the Liberal Democrats. The exit poll was eventually proved to have in fact overestimated the Liberal Democrats' performance. If the Survation telephone poll (6 May) had been published it would have produced results within 1% of the election results.

Opinion polling for the 2017 United Kingdom general election

In the run-up to the general election on 8 June 2017, various organisations carried out opinion polling to gauge voting intentions. Results of such polls are displayed in this article. Most of the polling companies listed are members of the British Polling Council (BPC) and abide by its disclosure rules.

The date range for these opinion polls is from after the previous general election, held on 7 May 2015, to immediately before 8 June 2017. Under fixed-term legislation, the next general election was scheduled to be held on 7 May 2020. However, on 18 April 2017, Prime Minister Theresa May said that she would seek to bring forward the general election to Thursday 8 June 2017, which the House of Commons approved on 19 April. For an early election to be held, two-thirds of the total membership of the House had to support the resolution. The Conservative Party went into the election defending its overall majority won in 2015 with the Labour Party as the leading opposition party both in terms of polling numbers and seats.

Most opinion polls cover only Great Britain, as Northern Ireland seats are contested by a different set of political parties. Most YouGov polls include the Scottish National Party and Plaid Cymru as single options. The English and Welsh, Scottish, and Northern Irish Green Parties are also treated as a single option by most polls.

Opinion polling for the United Kingdom European Union membership referendum

The referendum on EU membership took place on 23 June 2016. Opinion polling for the United Kingdom European Union membership referendum was ongoing in the months between the announcement of a referendum and the referendum polling day. Polls on the general principle of Britain's membership of the European Union were carried out for a number of years prior to the referendum.

Opinion polls of voters in general tended to show roughly equal proportions in favour of remaining and leaving. Polls of business leaders, scientists, and lawyers showed majorities in favour of remaining. Among non-British citizens in other EU member states, polling suggested that a majority were in favour of the UK remaining in the EU in principle, but that a similarly sized majority believed that if the UK were only able to remain in the EU on renegotiated terms then it should leave.

Opinion polling for the next United Kingdom general election

In the run up to the next United Kingdom general election, various organisations are expected to carry out opinion polling to gauge voting intention. Results of such polls are displayed in this article. Most of the polling companies listed are members of the British Polling Council (BPC) and abide by its disclosure rules. Opinion polling about attitudes to the leaders of various political parties can be found in a separate article.

The date range for these opinion polls is from the previous general election, held on 8 June 2017, to the present day. Under the Fixed-term Parliaments Act 2011, the next general election is scheduled to be held no later than 5 May 2022.Most opinion polls cover only Great Britain, excluding Northern Ireland as its 18 seats are contested by a different set of political parties.

Statewide opinion polling for the 2012 United States presidential election

This article provides a collection of statewide public opinion polls that were conducted relating to the 2012 United States presidential election, which was won by incumbent President Barack Obama. The polls show the status between Republican nominee Mitt Romney and President Obama. Also included are three- and four-way race polls with the Republican and Democratic nominees against various third party candidates.

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