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20 Nov 2014

YouGov’s Profiles is more than a research tool, it’s the media’s new go-to content generator

Posted on November 20, 2014 by

As an agency that starts with the audience and not with the message or channel, we love any tools that give us greater insight into consumers’ lives, which is why we love YouGov’s new Profiles.

Described as a “segmentation and media planning product for agencies and brands”, it offers you the chance to find target audience profiles of consumers of pretty much any person, brand or thing.

Powered by the YouGov Cube, it uses data from its panel of over 200,000 members to feedback information as broad as, what foods people most like to eat, to where they are most likely to live in the UK and even what pet they might have.

Presented under subject headings including, demographics, lifestyle, personality, brands, entertainment, online and media, Profiles also delivers a nice cartoon illustration of the typical ‘fan’ based on the weight of information.

YouGov Profiles reveals that most Manchester Utd fans actually do come from the North West.

YouGov Profiles reveals that most Manchester Utd fans actually do come from the North West.

Whilst you have to appreciate its limitations as a research tool and realise that it is offering you a dipstick approach, as opposed to any deep understanding, it’s incredibly user-friendly and verging on mildly addictive.

But more than that, it is a hugely savvy piece of marketing, proving popular with both the media and consumers. For consumers there is the chance to take part and become part of the panel at the click of a button – earning rewards while you do it.

And the media have grabbed hold of it as a great content tool.  Outlets including the Guardian, Independent, The Times, Classic FM and the Mirror have already used it to profile everything from football fans to book readers and Rachmaninov devotees.

I think we might begin to see Profiles having a wider influence on the media, with it being used in a similar way to how they currently use Twitter, to gain a quick audience sound bite to accompany a story. Not only can they now grab a couple tweets they can also profile the fans of those involved.

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