Brands and agencies are being offered what is claimed to be “unrivalled global audience intelligence” with the launch of YouGov Global Profiles, a huge dataset containing insight on consumers in more than 40 markets across the world.
Created from the answers of more than 1,000 questions, YouGov insists the tool offers thousands more data points than any comparable dataset in the world. It also offers greater value as clients benefit from a cost-effective ‘seat’ model pricing, letting them decide product access at a user level, and allowing them to scale quickly if required, the company maintains.
YouGov Global Profiles has been created by monitoring purchase behaviour, media consumption, and trends and then overlaid with demographic, psychographic, attitudinal and behavioural consumer metrics.
Initially covering 43 markets, including the UK, the US, most of mainland Europe, APAC and MEA, it will be expanded to 48 countries by August.
The company insists that more than 700 attitudinal questions allow clients to build more sophisticated segmentations of their audiences, while the 150-plus questions on media consumption providing “unrivalled depth of globally consistent data – with insight into frequency, recency, time spent on media platforms, including TV, music streaming, cinema, radio, podcasts”.
It also includes social media intelligence across major platforms including Facebook, Instagram and Twitter and demographics and lifestyle data, segmented across a number of categories including general demographic makeup, economic situation, occupation, category specific usage and behaviour, interests, hobbies and more.
YouGov chief executive and co-founder Stephan Shakespeare said: “YouGov Global Profiles lets brands and agencies discover and understand their global audiences across all the markets that matter to them. It will be central to their global strategies, campaigns and partnerships.
“With more than 1,000 consistent questions and thousands of datapoints across 43 markets, it’s never been easier for them to build and compare accurate, precise portraits of their audiences across key markets. Crucially, YouGov Global Profiles has substantially greater depth and breadth of data available than any other product out there today.”
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