YouGov, which acquires CPS GfK, redefines the future of market research

By: Trademagazin Date: 2024. 11. 28. 11:30

Ten months after YouGov, the market leader in consumer opinion, motivation, needs and media habits research, acquired CPS GfK, the recognised leader in consumer panel services and the leading provider of European household purchasing data, the company has rebranded itself as YouGov.

The rebranding process that has been underway since the acquisition in January is more ambitious and forward-looking than simply adopting the YouGov brand identity. It has undertaken a comprehensive business review of the entire organisation. It has aligned the expertise, values and objectives of YouGov and CPS GfK to create a unified brand strategy, new positioning and messaging approach that reflects the combined strengths and ambitions of the redefined global YouGov organisation.

“CPS GfK is now YouGov. This rebranding is a milestone for us and an important step in showing the world what we stand for. We are incredibly proud of our heritage and know that it will flourish at YouGov because this organisation believes in high-quality, accurate data from a dedicated panel of real people, combined with research expertise and technological innovation. Clients and members have wholeheartedly supported our journey and we know that this is just the beginning and there is much more to come in the next chapter.”

– Stefan Heremans, Chairman and Acting CEO of CPS GfK.

This is not only a transformational moment for CPS GfK, but also a significant moment for YouGov as a whole, as they integrate CPS GfK into the company. At the heart of the new brand positioning is the concept of reality and the critical role that quality data from real people plays in helping organisations understand what people think, feel and do.