YouGov Ratings is the biggest and boldest attempt ever made to quantify what America thinks. We’re doing this by publishing nationally representative popularity scores for thousands of things. YouGov Ratings is built on top of our accurate and precise methodology, which the Pew Research Center says "consistently outperformed" other online polling companies.
Based on over 20 million responses, and growing daily, YouGov Ratings provides a way to determine the nationally representative popularity score for thousands of things, from brands and products to companies and people.
We’ve then connected each popularity rating in our enormous database to offer a deeper insight into fans of these things. For example, we show you what the fans of each entity are like not only in terms of age-group and gender but all the other things they especially like, giving you a real sense of what distinguishes different groups in the population.
By publishing these nationally representative popularity scores together with our other data, YouGov Ratings showcases the breadth and depth of YouGov data. The richness of the information is astonishing, even to us.
Want to know how popular Taylor Swift really is? Find out with YouGov Ratings. Want to know what the world thinks of your favorite brand? Find out with YouGov Ratings. Want to know what matters to the supporters of the Chicago Cubs? Find out with YouGov Ratings. Want to know… you get the idea.
We’ve created a new website for anyone to access YouGov Ratings data for free. On the website, you will be able to explore the data in two main ways.
The first is through Rankings Pages where we publish lists of things organized by category in order of their popularity score. This view of the data will enable you to easily see which things in particular categories are most popular among the US population.
The second view is through the individual Ratings Pages we have created for everything we ask about.
You will see on the Ratings Pages we’re showing a lot of data and information. Below is an explanation of the results you see on the page and how they are calculated.
For each thing in YouGov Ratings we show nationally representative popularity percentage scores. The positive popularity score shown at the top of the page (on the left) is calculated by taking the proportion of people who view something positively and showing it as a percentage of all of the people who have given any opinion about that thing, including “have heard of”. The same calculation is used for the neutral, negative & have heard of percentage scores. Our sample mirrors the demographics of the US and the data is weighted to be nationally representative. Nice and simple!
Below the headline popularity scores you will find more information about the people who view a particular thing positively (aka the fans). For this deeper dive into the fans of a particular thing, we show two different types of results.
This data in the form of absolute percentages provides a clear breakdown of the people that view a thing positively.
We collect data for YouGov Ratings each and every day, and it’s updated every Monday. The data we collect accumulates and what you see on the website is an average of all the data we have collected since we began YouGov Ratings in November 2017.
For the majority of things in YouGov Ratings we started collecting data on 11/15/2017. However, we are always looking to add more entities to our data collection systems which means there is a chance that some entities were added after this date.
As with any nationally representative survey, we use weighting to fine-tune the demographic balance of the YouGov Ratings 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 US, the key demographic variables we target and weight to are:
Sure. Help yourself. A link back and attribution is all we ask.
