Expanded partnership draws on two expansive, unique, consumer data sets to offer unprecedented market insights in Germany, Italy and The Netherlands. 

Circana, a leading advisor on the complexity of consumer behaviour, and YouGov, the international market research and data analytics group, are proud to announce the next step in their strategic partnership by further integrating their unprecedented datasets for the benefit of their clients in Germany, Italy and The Netherlands.

This collaboration brings together two expansive, unique datasets to deliver deeper, more actionable insights into global market dynamics and consumer behaviour and empowers clients to better understand and anticipate evolving consumer needs, with a comprehensive view of the marketplace. Together, the companies aim to set a new benchmark for how data can be leveraged to unlock growth opportunities across industries.

In August 2024, YouGov announced the development of “SimIT Web” powered by Circana’s Liquid Data technology platform. This new step, bringing both leading datasets together for the German, Italian, and Dutch markets, demonstrates the power of the partnership.

“This international partnership gives our mutual clients in Germany, Italy and The Netherlands a unique view and an extra competitive edge,” said Jeremy Allen, Chief Commercial Officer at Circana. “Combining Circana’s real-time POS insights with YouGov’s Shopper Intelligence data enables clients to transform category management as it currently stands.”

Key benefits of the integration of datasets from Circana and YouGov include the following:

• Enhanced Market Intelligence: By integrating POS data with longitudinal consumer behavior insights, businesses can identify emerging trends and market shifts with greater precision.

• Sharper Insights: Easier and more efficient access to the “why” behind the “what”, linking purchase data with attitudes, preferences, and other key behavioral drivers.

• Streamlined Access to Data: Clients will benefit from unified reporting tools and dashboards, simplifying decision-making processes.

• Improved Consulting Power: With consulting teams from both Circana and YouGov collaborating for clients, equipped with aligned, high-quality data, businesses will gain tailored solutions that address their unique challenges.

‘’By combining YouGov’s best in class purchasing data with Circana’s in-depth point of sale data, we’re empowering our customers by providing them with the clearest view of reality,” said Stefan Heremans, Chief Transformation Officer and President CPS at YouGov. “The expansion of our Circana partnership will position our clients to make smarter, faster decisions based on the most comprehensive data available.’’

This new dimension in the partnership reflects both companies’ commitment to innovation and excellence in delivering data-driven solutions. It addresses the challenges and opportunities of a rapidly evolving marketplace, transforming the landscape of the FMCG and retail industries. 

About YouGov

YouGov provides detailed shopper insights for brands, retailers, and manufacturers. Our quality panel and survey data reveal customer motivations, behaviors, and patterns. Shopper Intelligence solutions are backed by 60+ years of market research data, millions of purchase acts, and SKU-level data. We track shopper behavior over time in 1,500+ retail spaces and 130,000+ households across 18 European countries. Our experts analyze this data to help FMCG and retail brands understand their customers. With YouGov, you can enhance customer experiences at every stage of the purchase journey

YouGov /Research Reality

For further information, visit business.yougov.com   

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Learn about the acquisition of Consumer Panel Services GfK by the YouGov group

Media Contact: 

YouGov – Andrew Farmer, Global Editor, YouGov

Email: andrew.farmer@yougov.com 

Circana – Nikki Alvey at Eureka Communications 

Tel: +44 (0)1420 564346

Email: nikki@eurekacomms.co.uk, circana@eurekacomms.co.uk