As with any nationally representative survey, we use weighting to fine-tune the demographic balance of the YouGov sample. We calculate weight values using rim weighting (raking), which ensures that the marginal proportions in the sample match those of the target population across a set of key demographic variables.
In the United States, the key demographic variables we target and weight to are:
In Great Britain, the key demographic variables we target and weight to are:
- Social grade
Find out more in this article: Methodology Overview