Consumer Panel Services (CPS GfK), a prominent player in European household purchase data, has officially rebranded to YouGov following its acquisition by the consumer opinions market leader. The rebranding process involved a comprehensive business review to align the expertise, values, and goals of YouGov and CPS GfK. This rebranding is seen as a critical step in YouGov's journey to redefine the future of market research.

The new brand positioning is centred around the concept of reality, emphasising the role of quality data from real people in understanding what people think, feel, and do. The rebranding will see all CPS GfK brand assets and channels updated in line with YouGov branding. Client and member communications have already transitioned to the YouGov branding, and CPS GfK’s owned social channels and website will be sunsetted by the end of November.

Stefan Heremans, President and acting CEO at CPS GfK, commented on the rebranding, "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."

On December 3rd, YouGov will present data at the Behaviour Change Fall 2024 webinar, showcasing the rich insights enabled by YouGov’s expanded market research capabilities.

Mike Woods, Chief Marketing Officer at YouGov, highlighted the significance of the rebranding, "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."