YouGov, the international online research data and analytics technology group, and Havas have announced the expansion of their data partnership, which powers Havas’ client insights.
In the new phase of this partnership, Havas and YouGov’s relationship has grown to serve Havas’ Village approach, which unleashes the convergence of media, creativity, and talent collaboration under one roof to deliver a more meaningful brand experience to customers.
In a testament to the rich data and insights Havas’ partnership with YouGov has yielded, the new collaboration increases the partnership from 18 to 26 markets across the globe. Havas also expanded the relationship to encompass Havas Media Network, Havas Creative Network and Havas Health Network agencies, allowing the entire network to benefit from the YouGov Profiles and YouGov BrandIndex data.
YouGov and Havas continue to collaborate on three global custom research studies that are leveraged internally and externally to provide in-depth analysis to Havas’ clients:
- ‘Meaningful Brands™’: Havas’ flagship survey, with over 15 years of analysis of brands’ impact and equity based on consumer perceptions and expectations across personal, functional, and collective benefits.
- ‘Connect’: A study into brand association and influence across different stages of the consumer decision journey, leveraged to provide insights to clients and powering a number of scenario planning tools.
- ‘Content’: An in-depth survey on content effectiveness and exploration of more than 35 content types across association, performance, and expectations.
The collaboration provides access to YouGov’s connected living data approach, which allows data from its custom studies to be enhanced with insights from YouGov Profiles and YouGov BrandIndex. This global partnership gives Havas access to continuously updated data sets.
