CPS GfK has changed its name and visual identity to YouGov.This follows the acquisition of CPS by YouGov.
Ten months after its acquisition by consumer opinions market leader YouGov, Consumer Panel Services (CPS GfK) – the established leader in European household purchase data – has rebranded to YouGov.
A new chapter for CPS GfK
It marks the beginning of the next chapter for CPS GfK and its 60+ years of expertise in behavioural data as it takes its place as an integral part of YouGov.
The rebrand process, which has been underway since the acquisition in January, is bolder and more forward-looking than just the adoption of YouGov brand visuals. Instead, it has involved comprehensive business review across the whole organisation to align the expertise, values, and goals of YouGov and CPS GfK to create a cohesive brand strategy, new positioning, and messaging approach that reflect the combined strength and ambitions of the redefined global YouGov organisation.
Stefan Heremans, President and acting CEO at CPS GfK: “CPS GfK is now YouGov. This rebranding is a milestone moment for us and an important step in demonstrating to the world what we stand for. We are incredibly proud of our heritage and know that it will thrive in YouGov because this organisation believes in high-quality, accurate data drawn from an engaged panel of real people allied to research expertise and technology-powered innovation. Clients and members have been wholeheartedly supportive of our journey, and we know that this is just the beginning and there is much for them to look forward to in this next chapter.”
YouGov repositions for a new era in research
As well as being a transformational moment for CPS GfK, it is a significant moment for YouGov as a whole, as it integrates CPS GfK. At the heart of the new brand position 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.
It is centred around the four key pillars of the whole business: ensuring quality of data; growing a unique member community that shares opinions and behaviours; offering trusted expertise from insights professionals; and leveraging innovative technologies such as AI to mine real human insights. Together, these ensure YouGov gives clients a competitive advantage by showing them the reality of the world.
Through combining real-world and real-time in-depth behavioural and attitudinal data with intelligent technology and trusted human expertise, YouGov delivers rich intelligence with uncompromising accuracy. This empowers individuals, brands, and organisations across the world to make better decisions and stay ahead of the competition.
Mike Woods, Chief Marketing Officer at YouGov: “With CPS GfK – and its rich behavioural data – now being YouGov, it’s important that our brand highlights what we give clients: Research Reality. This is a transformational moment for YouGov as a whole. With so much noise in the data industry, it is vital for us to focus on our fundamental mission – to deliver real-world data from real people in real-time. This all comes back to our panel who share their opinions and actions with us. When combined with our state-of-the-art technology platforms and research expertise, we deliver clear, accurate data so clients can face reality head on.”
The rebrand will see all CPS GfK brand assets and channels updated in line with YouGov branding. Client and member communications have already moved across to the YouGov branding, and CPS GfK’s owned social channels, and website will be sunsetted by the end of November.
