Consumer Panel Services (CPS GfK), a renowned leader in consumer trend data for European households, has rebranded to YouGov, ten months after being acquired by YouGov, a market leader in consumer insights.
This rebranding marks the beginning of a new chapter for CPS GfK and its 60+ years of expertise in behavioral data as it becomes an integral part of YouGov.
The rebranding, underway since the January acquisition, extends beyond adopting YouGov’s visual identity. It involves a comprehensive organizational overhaul to align the expertise, values, and goals of YouGov and CPS GfK. The process aims to create a cohesive brand strategy, new positioning, and messaging approach that reflects the combined strength and ambitions of YouGov’s redefined global organization.
Stefan Heremans, Chairman and Acting CEO of CPS GfK, stated:
“CPS GfK is now YouGov. For us, this rebranding is a milestone and an important step in showing the world what we stand for. We are incredibly proud of our legacy, which will continue to thrive under YouGov, an organization committed to high-quality, accurate data sourced from an engaged panel of real people, paired with research expertise and technological innovation. Clients and members have wholeheartedly supported this transition. We know this is just the beginning, and there is much to look forward to in this next chapter.”
This is not merely a transformation for CPS GfK but also a significant moment for YouGov as it integrates the company. The essence of the new brand is rooted in the concept of reality and the pivotal role quality data from real people plays in helping organizations understand what people think, feel, and do.
The foundation lies in four key pillars: ensuring data quality, building a unique member community that shares opinions and behaviors, delivering insights from renowned experts, and leveraging innovative technologies, including AI, to derive real human insights. Together, these pillars ensure YouGov provides its clients with a competitive edge by revealing the true state of the world.
Combining in-depth behavioral and attitudinal data with real-time intelligence, cutting-edge technology, and trusted expertise, YouGov offers a wealth of data with uncompromising accuracy. This empowers individuals, brands, and organizations worldwide to make better decisions and stay ahead of the competition.
Mike Woods, Chief Marketing Officer at YouGov, commented:
“With CPS GfK and its rich behavioral data now part of YouGov, it’s crucial for our brand to emphasize what we deliver to clients – research reality. This is a transformative moment for the entire YouGov business. Amidst the noise in the data industry, it’s essential to focus on our core mission – delivering real-world data from real people in real-time. All of this stems from our panel members who share their opinions and actions with us. By combining cutting-edge technological platforms with research expertise, we deliver clear and accurate data, enabling clients to face reality head-on.”
As part of the rebranding, all CPS GfK brand assets and channels will be updated to align with YouGov’s branding. Communication with clients and members has already transitioned to the YouGov brand, and CPS GfK’s social channels and website will be decommissioned by the end of November.
On Tuesday, December 3, YouGov will present its data at the “Behavior Change Fall 2024” webinar, a popular semi-annual event inherited from CPS GfK. The webinar will showcase exclusive insights from the latest research on customer behavior. It will be the first public presentation of the combined YouGov and CPS GfK data for a European audience, highlighting the enhanced market research capabilities of YouGov.
