The only way to demonstrate the accuracy of attitudinal research is to compare predictions with actual outcomes. This is why we have consistently published pre-election polls, even in difficult-to-call contests such as local government elections. We can use these experiences to fine-tune our methodology for representativeness. Our record of accuracy in opinion polling is unsurpassed in the UK.

For quantitative research, YouGov generally uses larger samples than other agencies, and delivers data at greater speed. We also have online qualitative research tools. Our data is of a higher quality and our cost base is lower than that required by the use of conventional market research techniques. This means that we can pass on these cost savings to our clients.

Our unique methodology enables us to create representative samples through the Internet. It is a methodology of demonstrable superiority in terms of accuracy, frankness and depth of response – as well as speed and cost-effectiveness.

A full table of YouGov’s UK track record can be viewed below:

Record of Accuracy [154KB] ...