YouGov plc is a British 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.

[4][5] In its initial years, YouGov hired a number a notable commentators to write columns on its website, including future UK Prime Minister Boris Johnson,[6] and presenter John Humphrys.

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 January 2014, YouGov entered the Asia Pacific region with the acquisition of Decision Fuel for an estimated consideration of approximately £5 million.

[14] Also in 2014, YouGov launched Profiles, an audience segmentation tool, combining data points from its most active panellists showing how the public engages with traditional and new media channels.

[21] The business also polled extensively around the Coronavirus pandemic, working with Imperial College London to track how populations responded to the virus and associated policies.

[22] In 2021, the company completed acquisitions of Canada-based Charlton Insights,[23] Swiss-based LINK Marketing Services AG,[24] and Australia-headquartered Faster Horses.

[25] Other acquisitions in 2021 included Lean App which was bought to improve YouGov’s services with financial transaction data,[24] and Rezonence which offers users access to premium content in exchange for taking part in a survey.

[27] In July 2023, YouGov agreed to acquire the consumer panel division of German market research company GfK for €315 million.

[33] Steve Hatch has been YouGov's chief executive officer since August 2023, taking over from co-founder Stephan Shakespeare who succeeded Roger Parry as the company’s non-executive chair.