YouGov and Havas expand data partnership to enhance global consumer insights

YouGov, the international online research data and analytics group, and Havas have announced the expansion of their data partnership. This next phase marks an extension of their collaboration, extending the scope of their relationship to involve various sectors of the Havas network, including Havas Media Network, Havas Creative Network, and Havas Health & You agencies.

The partnership expansion will increase the number of global markets involved from 18 to 26. This broader reach allows Havas to access more comprehensive data sets, specifically YouGov Profiles and YouGov BrandIndex, which are instrumental in analysing consumer perceptions and expectations.

Havas and YouGov are also continuing their joint efforts on three major global custom research studies. These include "Meaningful Brand" Havas’ flagship survey which explores brands' impact and equity from a consumer perspective; "Connect," a study analysing brand association and influence throughout the consumer decision journey; and "Content" which investigates the effectiveness of various content types across different metrics.

Dan Hagen, global chief data and technology officer at Havas Media Network, emphasised the strategic importance of the partnership, stating, "Our expanded partnership will greatly enhance what we can offer our clients and bring in insights from key markets across Europe, LATAM, MENA, and APAC."

He also highlighted the integration of YouGov’s data into Havas' data and tech platform, Converged, which is expected to facilitate better decision-making and strategy development across Havas’ global network.

Steve Hatch, CEO of YouGov, commented on the partnership's progression, "With YouGov's unique combination of data from our proprietary panel, our connected data abilities, and our best-in-market research tools, we are proud to enable one of the world's largest global communications groups to gain a deeper understanding of consumers and make more informed business decisions."