YouGov Launches DIY Tool Survey Direct

Online research and analytics tech group YouGov has launched a self-serve tool called Survey Direct, in the UK and US, allowing users to build surveys with 'granular' targeting capabilities and receive results within an hour

The new tool is connected to YouGov's panel, which means clients can target surveys to specific audiences - from parents in the Northeast who shop at a particular retailer, to young graduates who don't want to be tracked online. YouGov claims its product allows users to find out exactly what such niche groups think in as little as an hour, while also enabling users to ask questions to a nationally representative sample.

Surveys can be tailored to a client's needs, helping them receive rapid results on new industry trends and create data-informed strategies for testing ads, creative and messaging concepts before, during and after launch. In addition, the solution can be used to measure price 'elasticity' on demand, gain consumer insights in a crisis management situation, and obtain intelligence for urgent briefs and client requests.

CEO and co-founder Stephan Shakespeare (pictured) comments: 'Users of Survey Direct can get deeper insights into whatever audience they need - whether that's customers of a particular brand, people with specific attitudes or behaviour, or the population as a whole. It is a true self-service platform where clients can register an account, pay via credit card, create a survey and receive the results - all without having a live conversation with a salesperson or researcher.'

Web site: business.yougov.com .