-23
NPS
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YouGov
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About YouGov's Brand
YouGov PLC carries out online research using proprietary software to produce accurate market research, political and media opinion polling and stakeholder consultation. The use of internet-based research enables the group to produce accurate research using larger sample sizes while keeping costs lower than traditional research companies that use telephone and face-to-face interview techniques. The group has operations in UK, Middle East and North Africa, Germany, Nordic and North America. Among its major competitors, YouGov is ranked in 5th place for NPS while Toluna is 1st, and Ipsos is 2nd.
Brand at a Glance
80%
Customer Loyalty
3.2/5
Product Quality
3.2/5
Pricing
3.1/5
Customer Service
YouGov Ranking
- #4 / 4 of its competitors
YouGov NPS
YouGov's Net Promoter Score (NPS) is a -23 with 27% Promoters, 23% Passives, and 50% Detractors. Net Promoter Score tracks whether YouGov's customers would recommend using the product based on a scale of -100 to 100.
YouGov Overall NPS
| 27% | Promoters |
|---|---|
| 23% | Passives |
| 50% | Detractors |
YouGov NPS Trend
-100
-50
0
50
100
| Summary | Date | Score |
|---|---|---|
Jan 2025 -5 | Jan 2025 | -5 |
Feb 2025 -16 | Feb 2025 | -16 |
Mar 2025 -16 | Mar 2025 | -16 |
Apr 2025 -16 | Apr 2025 | -16 |
May 2025 -18 | May 2025 | -18 |
Jun 2025 -13 | Jun 2025 | -13 |
Aug 2025 -16 | Aug 2025 | -16 |
Sep 2025 -18 | Sep 2025 | -18 |
Oct 2025 -18 | Oct 2025 | -18 |
Nov 2025 -20 | Nov 2025 | -20 |
Dec 2025 -21 | Dec 2025 | -21 |
Jan 2026 -23 | Jan 2026 | -23 |
What is NPS
Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"
Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.
YouGov NPS by Gender
Female customers rated YouGov's NPS 83 points higher than Male customers.
Male
-83
YouGov's NPS was rated -83 by Male customers on Comparably.
0%
Promoters
17%
Passives
83%
Detractors
Female
0
YouGov's NPS was rated by Female customers on Comparably.
40%
Promoters
20%
Passives
40%
Detractors
YouGov NPS by Ethnicity
YouGov's NPS was rated the highest by African American/Black customers, and the lowest by Caucasian customers.
-100
-50
0
50
100
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian -50 | Caucasian | -50 |
African American/Black 0 | African American/Black | 0 |
YouGov NPS by Age
YouGov's NPS was rated -100 points by customers ages 66+ on Comparably.
YouGov NPS by Usage
YouGov's NPS was rated 50 points by customers who have used YouGov's products/services for Less than 1 Year.
-100
-50
0
50
100
| Summary | Usage | Score |
|---|---|---|
Less than 1 Year 50 | Less than 1 Year | 50 |
YouGov Customer Loyalty
80%
Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.
80% of YouGov users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
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YouGov Customer Loyalty Score by Gender
Female customers rated YouGov's Customer Loyalty score 15% higher than Male customers.
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Male
85%
Yes
Female
100%
Yes
YouGov Customer Loyalty Score by Ethnicity
YouGov's Customer Loyalty score was rated the highest by African American/Black customers, and the lowest by Caucasian customers.
% who answered "Yes"
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Ethnicity data of YouGov.
78
out of 100
Caucasian
100
out of 100
African American/Black
YouGov Customer Loyalty Score by Age
YouGov's Customer Loyalty score was rated 70% by customers ages 66+ on Comparably.
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0
20%
40%
60%
80%
100%
| Summary | Age | Score |
|---|---|---|
66+ 70% | 66+ | 70% |
YouGov Customer Loyalty Score by Usage
YouGov's Customer Loyalty score was rated 100% by customers who have used YouGov's products/services for Less than 1 Year.
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YouGov Customer Loyalty vs. Competitors
Compared to its competitors, YouGov's Customer Loyalty score is rated right above Ipsos, and is preceded by Toluna.
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YouGov Product Quality
3.2/5
YouGov has an overall Product Quality score of 3.2 out of 5 stars rated by its users and customers.
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YouGov Product Information
YouGov’s product quality score is a 3.2 out of 5 as rated by its users and customers.
- Website
- www.yougov.co.uk
- Company Size
- 501-1,000 Employees
Quick Insights into YouGov Product Quality
YouGov's Product Quality score was rated highest by customers who have used YouGov's products/services for Less than 1 Year, and rated lowest by Caucasian customers.
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Ranked YouGov Product Quality the Highest
Ranked YouGov Product Quality the Lowest
YouGov Product Quality Score by Gender
Female customers rated YouGov's Product Quality score 0.7 stars higher than Male customers.
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Male
2.7/5
Female
3.4/5
YouGov Product Quality Score by Ethnicity
YouGov's Product Quality score was rated the highest by African American/Black customers, and the lowest by Caucasian customers.
Sign Up for Brand Profile PRO to get the full Product Quality by Ethnicity data of YouGov.
0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 2.5 | Caucasian | 2.5 |
African American/Black 3.8 | African American/Black | 3.8 |
YouGov Product Quality Score by Age
YouGov's Product Quality score was rated 1.6 stars by customers ages 66+ on Comparably.
Sign Up for Brand Profile PRO to get the full Product Quality by Age data of YouGov.
0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
66+ 1.6 | 66+ | 1.6 |
YouGov Product Quality Score by Usage
YouGov's Product Quality score was rated 4.5 stars by customers who have used YouGov's products/services for Less than 1 Year.
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YouGov Product Quality vs. Competitors
Compared to its competitors, YouGov's Product Quality score is rated right above Swagbucks, and is preceded by Credera.
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VS
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YouGov Pricing
YouGov ROI & Value For Money
3.2/5
YouGov has a value for money and ROI score of 3.2 out of 5 stars rated by its users and customers.
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Quick Insights into YouGov ROI
YouGov's ROI score was rated highest by African American/Black customers, and rated lowest by Caucasian customers.
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Ranked YouGov ROI the Highest
Ranked YouGov ROI the Lowest
YouGov ROI Score by Gender
Female customers rated YouGov's ROI score 0.8 stars higher than Male customers.
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Male
3/5
Female
3.8/5
YouGov ROI Score by Ethnicity
YouGov's ROI score was rated the highest by African American/Black customers, and the lowest by Caucasian customers.
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0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 2.9 | Caucasian | 2.9 |
African American/Black 4.5 | African American/Black | 4.5 |
YouGov ROI Score by Age
YouGov's ROI score was rated 2.1 stars by customers ages 66+ on Comparably.
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0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
66+ 2.1 | 66+ | 2.1 |
YouGov ROI Score by Usage
YouGov's ROI score was rated 4.4 stars by customers who have used YouGov's products/services for Less than 1 Year.
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YouGov Pricing vs. Competitors
Compared to its competitors, YouGov's ROI score is rated right above Swagbucks, and is preceded by Credera.
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YouGov Customer Satisfaction (CSAT)
YouGov Customer Satisfaction (CSAT) Score
47 / 100
YouGov has an overall Customer Satisfaction score of 47 rated by its users and customers.
Sign Up to see the full customer demographics data and the people that answered "How would you rate your overall satisfaction with the service you received?"
Very Satisfied
21%
Satisfied
26%
Neither Satisfied nor Dissatisfied
29%
Dissatisfied
6%
Very Dissatisfied
18%
What is Customer Satisfaction (CSAT) Score
Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.
Quick Insights into YouGov Customer Satisfaction
YouGov's Customer Satisfaction score was rated highest by customers who have used YouGov's products/services for Less than 1 Year, and rated lowest by Caucasian customers.
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Ranked YouGov Customer Satisfaction the Highest
Ranked YouGov Customer Satisfaction the Lowest
YouGov Customer Satisfaction Score by Gender
Female customers rated YouGov's Customer Satisfaction score 6 points higher than Male customers.
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34 / 100
MaleVery Satisfied | 17% | |
|---|---|---|
Satisfied | 17% | |
Neither Satisfied nor Dissatisfied | 17% | |
Dissatisfied | 0% | |
Very Dissatisfied | 49% |
40 / 100
FemaleVery Satisfied | 20% | |
|---|---|---|
Satisfied | 20% | |
Neither Satisfied nor Dissatisfied | 40% | |
Dissatisfied | 0% | |
Very Dissatisfied | 20% |
YouGov Customer Satisfaction Score by Ethnicity
CSAT according to Caucasian
YouGov's Customer Satisfaction (CSAT) score was rated 0% according to Caucasian users and customers.
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0 / 100
Very Satisfied
0%
Satisfied
0%
Neither Satisfied nor Dissatisfied
50%
Dissatisfied
0%
Very Dissatisfied
50%
CSAT according to African American/Black
YouGov's Customer Satisfaction (CSAT) score was rated 67% according to African American/Black users and customers.
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67 / 100
Very Satisfied
34%
Satisfied
33%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
33%
YouGov Customer Satisfaction Score by Age
YouGov's Customer Satisfaction score was rated 0 points by customers ages 66+ on Comparably.
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0
20
40
60
80
100
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 66+ | 0% |
YouGov Customer Satisfaction Score by Usage
YouGov's Customer Satisfaction score was rated 75 points by customers who have used YouGov's products/services for Less than 1 Year.
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YouGov Customer Satisfaction vs. Competitors
Compared to its competitors, YouGov's Customer Satisfaction score is rated right above Mergermarket, and is preceded by Toluna.
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YouGov Customer Service
3.1/5
YouGov has an overall Customer Service score of 3.1 out of 5 stars rated by its users and customers.
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About YouGov's Customer Service
Address
50 Featherstone Street, London, EC1Y 8RT Bahamas
Website
www.yougov.co.uk
Phone Number
7
Quick Insights into YouGov Customer Service
YouGov's Customer Service score was rated highest by African American/Black customers, and rated lowest by Caucasian customers.
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Ranked YouGov Customer Service the Highest
Ranked YouGov Customer Service the Lowest
YouGov Customer Service Score by Gender
Female customers rated YouGov's Customer Service score 0.5 stars higher than Male customers.
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Male
2.9/5
Female
3.4/5
YouGov Customer Service Score by Ethnicity
YouGov's Customer Service score was rated the highest by African American/Black customers, and the lowest by Caucasian customers.
Sign Up for Brand Profile PRO to get the full Customer Service by Ethnicity data of YouGov.
0
20
40
60
80
100
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 2.5 | Caucasian | 2.5 |
African American/Black 4.5 | African American/Black | 4.5 |
YouGov Customer Service Score by Age
YouGov's Customer Service score was rated 1.6 stars by customers ages 66+ on Comparably.
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0
20
40
60
80
100
| Summary | Age | Customer Service Score |
|---|---|---|
66+ 1.6 | 66+ | 1.6 |
YouGov Customer Service Score by Usage
YouGov's Customer Service score was rated 4.4 stars by customers who have used YouGov's products/services for Less than 1 Year.
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YouGov Customer Service vs. Competitors
Compared to its competitors, YouGov's Customer Service score is rated right above Swagbucks, and is preceded by Credera.
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YouGov as an Employer
2.5/5
YouGov has a 2.5/5 stars for its overall company culture rated by their employees
bottom
15%
Consumer vs. Employees
YouGov scored a -23 for Net Promoter Score and a -19 for Employee Net Promoter Score. NPS gauges how likely a customer of YouGov would recommend the brand to a friend. ENPS measures how likely YouGov employees would recommend working at YouGov to a friend.
Net Promoter Score
-23
NPS Score
| 27% | Promoters |
|---|---|
| 23% | Passive |
| 50% | Detractors |
Employee Net Promoter Score
-19
eNPS Score
| 37% | Promoters |
|---|---|
| 7% | Passive |
| 56% | Detractors |
