Methodology Overview

Profiles Lite is comprised of data from YouGov’s BrandIndex, Ratings, and Global Variables products.


YouGov Ratings measures the popularity and fame for anything and everything. It conducts thousands of interviews every year from a representative sample for the United States and Great Britain.

YouGov BrandIndex is a daily measure of consumer brand perception. It conducts thousands of interviews every day from a representative sample of the population.

Global Variables comprises of a subset of variables from the YouGov Profiles dataset, and has 100% coverage across a subset of the YouGov panel. Global Variables fieldwork was conducted over a few months through 10 standalone surveys.

For more details on sample size, fieldwork dates, panel sizes please see the next section.

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