Editing YouGov (section)

=== 2011–2020 ===
In 2011, YouGov acquired [[Portland, Oregon]]-based firm Definitive Insights for $1 million with a potential $2 million earn out and also made its first organic expansion by opening an office in [[Paris]]. In January 2014, YouGov entered the [[Asia-Pacific|Asia Pacific region]] with the acquisition of Decision Fuel for an estimated consideration of approximately £5 million.<ref>{{cite web|url=https://www.investegate.co.uk/yougov-plc/rns/acquisition-of-decision-fuel/201401090700142369X/|title=Acquisition of Decision Fuel|publisher=Investegate|date=2014-01-09|access-date=2014-01-20|archive-date=2019-01-17|archive-url=https://web.archive.org/web/20190117070300/https://www.investegate.co.uk/yougov-plc/rns/acquisition-of-decision-fuel/201401090700142369X/|url-status=live}}</ref> Also in 2014, YouGov launched Profiles, an audience segmentation tool, combining data points from its most active panellists showing how the public engages with traditional and new media channels.<ref>{{cite news|last=Gani |first=Aisha |date=2014-11-18|url=https://www.theguardian.com/media/yougov-polling-blog/2014/nov/18/yougov-profiles-the-nations-newspaper-readers|title=Who are you? YouGov profiles the nation's newspaper readers |work=The Guardian}}</ref><ref>{{Cite news |last=Machell |first=Ben |date=2024-03-04 |title=If you aren't addicted to YouGov Profiles yet, you soon will be |newspaper=[[The Times]] |url=https://www.thetimes.com/sport/football/article/if-you-arent-addicted-to-yougov-profiles-yet-you-soon-will-be-3knmsdwfph2 |access-date=2024-03-04 |language=en |issn=0140-0460}}</ref>

In 2016, [[Peter Kellner]] stepped down as the company’s Chairman.<ref name="kellnerstanddown" /> In this year, YouGov began to use a methodology known as [[Multilevel regression with poststratification|multi-level regression and post-stratification]] (MRP) in its political polling. Its first public use was during the United Kingdom’s [[2016 United Kingdom European Union membership referendum|referendum on EU membership]].<ref name="Wired" /> YouGov has used this approach around elections since.

In the [[2017 United Kingdom general election|2017 UK General Election]], YouGov’s projection was an outlier. While most pollsters projected large Conservative majorities, YouGov correctly predicted a hung parliament.<ref>{{Cite news |last=Burn-Murdoch |first=John |date=2017-06-09 |title=Election 2017: how the UK voted in 7 charts|work=Financial Times |url=https://www.ft.com/content/dac3a3b2-4ad7-11e7-919a-1e14ce4af89b|access-date=2023-12-04}}</ref> YouGov modelling rightly projected a number of shock results, including in [[Kensington (UK Parliament constituency)|Kensington]] and [[Canterbury (UK Parliament constituency)|Canterbury]].<ref>{{Cite news |last=Wong |first=Sam |date=2019-11-28 |title=What is MRP and can it predict the result of the UK general election? |url=https://www.newscientist.com/article/2224783-what-is-mrp-and-can-it-predict-the-result-of-the-uk-general-election/ |access-date=2023-12-04 |work=New Scientist}}</ref> In December 2017, YouGov purchased Galaxy Research to establish a presence in Australia.<ref>{{cite news | title=YouGov acquires Galaxy Research | date=17 December 2017 | publisher=[[Mumbrella]] | url=https://mumbrella.com.au/yougov-acquires-galaxy-research-489774 | access-date=27 November 2018 | language=en | archive-date=10 May 2021 | archive-url=https://web.archive.org/web/20210510021530/https://mumbrella.com.au/yougov-acquires-galaxy-research-489774 | url-status=live }}</ref> Galaxy Research was an Australian market research company that provided opinion polling for state and federal politics. Its polls were published in [[News Limited]] tabloid newspapers, including the ''[[Herald Sun]]'', ''[[Courier-Mail]]'', and ''[[The Daily Telegraph (Sydney)|The Daily Telegraph]]'' (in contrast to [[Newspoll]] data, which is presented in the News Limited broadsheet newspaper ''[[The Australian]]'').<ref>{{cite news| first=Peter| last=Brent| title=Forget the election contest, look at the pollsters| date=10 April 2007| publisher=[[Crikey]]| url=https://www.crikey.com.au/2007/04/10/forget-the-election-contest-look-at-the-pollsters/| access-date=15 June 2017| archive-date=19 March 2021| archive-url=https://web.archive.org/web/20210319154133/https://www.crikey.com.au/2007/04/10/forget-the-election-contest-look-at-the-pollsters/| url-status=live}}</ref> 
 
In 2020, YouGov launched YouGov Turkey, the result of an acquisition of Istanbul-based online research agency Wizsight.<ref>{{Cite news|date=2020-11-17 |title=YouGov acquires Turkish research company Wizsight |work=Financial Times |url= https://markets.ft.com/data/announce/detail?dockey=1323-14759234-1J2CNCECN57L4OF1SNCS1MBAHE|access-date=2023-12-12}}</ref> The business also polled extensively around the Coronavirus pandemic, working with Imperial College London to track how populations responded to the virus and associated policies.<ref>{{Cite news |last=Alford |first=Justine |date=2020-04-11 |title=Open data hub launches to track global responses to COVID-19|work=Imperial College London |url=https://www.imperial.ac.uk/news/196793/open-data-launches-track-global-responses/|access-date=2023-12-04}}</ref>