Panelbook | YouGov Nordic
Updated: March 2013
What the world thinks
YouGov Nordic is a professional research and
consulting organisation, pioneering the use of the
Internet and information technology to collect high
quality, in-depth data for market research and
stakeholder consultation.
Through panel management expertise, flexibility
and an innovative approach to recruitment,
YouGov operates a panel of more than 160.000
members in the Nordic region and close to
3 million members worldwide representing
all ages, socio-economic groups and other
demographic types.
YouGov also specialises in growing and
maintaining dedicated panels of specialist
consumer and professional audiences and offers
innovative and tailored market research solutions,
quality service and insight that allow clients to
make effective decisions about their business.
Worldwide panels
Size
USA
1,990,000
UK
432,000
Germany
195,000
Middle East & North Africa
426,000
Sweden
61,000
Denmark
64,000
Norway
32,000
Finland
28,000
France
75,000
Contact us
YouGov Denmark A/S
Bryggervangen 55, 1
2100 Copenhagen
Tel: +45 7027 2224
www.yougov.dk
YouGov Sweden AB
Holländargatan 17 B
111 60 Stockholm
Tel: +46 8 41 00 58 10
www.yougov.se
YouGov Norway AS
Møllergata 8
0179 Oslo
Tel: +47 22 42 32 00
www.yougov.no
YouGov Denmark A/S
Agtrupvej 51A, 1
6000 Kolding
T: +45 7027 2224
www.yougov.dk
YouGov Sweden AB
Västergatan 1
211 21 Malmoe
Tel: +46 40 630 16 20
www.yougov.se
YouGov Finland Oy
Myllypellontie 3 C 63
00650 Helsinki
Tel: +35 8 40 772 2651
www.yougov.fi
A word on our panel
YouGov’s panel is monitored and maintained on a regular basis. The main difference between a database
and an actively managed panel is that the panellists have taken an active and conscious decision to
participate in online surveys on a regular basis. In consequence, the panellists will be more motivated to
participate in surveys and submit personal, essential and precise information.
Size of the panel
Monitoring the panel
The size of the panel is essential as this is often an
important factor in a sales situation. However, the
size of the panel is not the only determining factor.
A number of other factors also have an impact on
the quality of the panel, e.g. the representativeness
of the sample, the effective size of the panel and
the composition of the panel. The percentage of
inactive or unequally distributed respondents is also
a relevant parameter.
YouGov monitors the activity of the members on
a regular basis to ensure an effective and active
panel.
The panel composition and the response rates
have a direct impact on the results of a survey.
Thus, if a large panel contains a limited number of
respondents in a given target group, the effective
size of the panel will be dramatically reduced. An
active and effective panel improves by nature the
possibilities of conducting high-quality research.
Recruitment
In order to ensure that the recruitment is as
broad, diversified and exhaustive as possible,
YouGov uses a wide range of different methods
and sources of recruitment. These include on and
offline advertisements, telephone recruitment,
radio spots, MemberGetMember programs etc. 17
different methods of recruitment have been used
in connection with the establishment of the panels.
This recruitment strategy has been devised to
ensure optimal diversity and quality and to minimise
any distortions that could arise if we used only one
or a few methods of recruitment.
Recruitment channel
Offline
Broad
Online
Telephone recruitment
Banners, selected websites
TV ads
Banner campaigns, run-of-site
Radio ads
MemberGetMember program
Ads in national newspapers
AdWords
Ads in local newspapers
Facebook
Ads in magasines
Permission based mailing lists
Addressed letters/postcards
Links from other web sites
Sponsorships
Emails from YouGov
Outdoor posters
Broad
Background data
In order to register with YouGov, each panel
member completes a detailed profiling
questionnaire and sets up an account name and
password.
YouGov accumulates years of longitudinal data on
its panel, it becomes ever more sophisticated in
its ability to gain the most insight out of data and
to understand the significance of trends as they
develop.
A vast array of accumulated consumer behaviour
data on tens of thousands of panel members also
permits forensic sampling.
Upon recruitment approx. 30 background variables
are collected. During the membership (lifetime)
additional background data will be added.
Standard background data:
Additional background data:
(Available for all respondents)
(Available for significant portion of respondents)
• Age
• Media use
• Gender
• Newspapers, magazines, TV
• Geography
• Decision maker (work)
• Occupation
• Acquisitions and budgetary decisions
• Education
• Member of management/middle management
• Marital status
• Number of employees in work organization
• Household composition
• Frequent air travel
• Age of children in household
• Financial institution
• Personal income
• Brand of car
• Household income
• Health history (examples):
• Housing situation
• Migraine
• Internet access
• Asthma
• Internet use
• Arthritis
• Car ownership
• Blood pressure
• Allergies
• Psoriasis
• Indigestion
• Incontinence
• Heartburn
• Heart and circulatory ailments
YouGov Panel Denmark
Panel size: 63.888
Country data
Population: 0-14 years: 15-64 years: 65 years +:
GDP per capita: Daily internet usage:
E-mail usage:
5,543,453
17.6%
65.3%
17.1%
$37,700
76%
94%
Source: CIA - The World Factbook & Statistics Denmark
Denmark - Total
Age group
15-24
25-34
35-44
45-54
55-64
65+
∑
Region Hovedstaden
2.358
4.671
5.212
3.427
1.972
1.133
18.773
Region Sjælland
1.109
1.505
2.145
1.850
1.309
686
8.604
Region Syddanmark
2.307
3.195
3.197
2.794
1.751
878
14.122
Region Midtjylland
2.652
3.779
3.634
2.880
1.924
859
15.728
Region Nordjylland
1.067
1.641
1.501
1.271
781
400
6.661
Total
9.493
14.791
15.689
12.222
7.737
3.956
63.888
Denmark - Men
Age group
15-24
25-34
35-44
45-54
55-64
65+
∑
Region Hovedstaden
792
1.611
2.124
1.359
812
643
7.341
Region Sjælland
390
522
822
729
586
411
3.460
Region Syddanmark
807
1.167
1.248
1.127
796
524
5.669
Region Midtjylland
970
1.370
1.461
1.181
890
553
6.425
Region Nordjylland
401
622
618
478
371
242
2.732
3.360
5.292
6.273
4.874
3.455
2.373
25.627
Total
Denmark - Women
Age group
15-24
25-34
35-44
45-54
55-64
65+
∑
1.566
3.060
3.088
2.068
1.160
490
11.432
719
983
1.323
1.121
723
275
5.144
Region Syddanmark
1.500
2.028
1.949
1.667
955
354
8.453
Region Midtjylland
1.682
2.409
2.173
1.699
1.034
306
9.303
Region Nordjylland
666
1.019
883
793
410
158
3.929
6.133
9.499
9.416
7.348
4.282
1.583
38.261
Region Hovedstaden
Region Sjælland
Total
YouGov Panel Sweden
Panel size: 60.933
Country data
Population: 0-14 years: 15-64 years: 65 years +:
GDP per capita: Daily internet usage:
E-mail usage:
9,103,788
15.4%
64.8%
19.8%
$41,700
76%
92%
Source: CIA - The World Factbook & Statistics Denmark
Sweden - Total
Age group
15-24
25-34
35-44
45-54
55-64
65+
∑
Stockholm
1.938
3.753
2.843
2.420
1.415
704
13.073
Norra mellersta Sverige
1.741
2.923
2.401
2.337
1.389
655
11.446
Norra Sverige
1.175
2.027
1.672
1.611
978
429
7.892
Södra mellersta Sverige
2.666
4.717
3.622
3.196
1.946
907
17.054
Skåne, Halland och Blekinge
1.614
2.945
2.408
2.295
1.501
705
11.468
Total
9.134
16.365
12.946
11.859
7.229
3.400
60.933
Sweden - Men
Age group
15-24
25-34
35-44
45-54
55-64
65+
∑
Stockholm
779
1.524
1.193
985
611
394
5.486
Norra mellersta Sverige
608
1.140
1.027
911
583
392
4.661
Norra Sverige
Södra mellersta Sverige
Skåne, Halland och Bleking
Total
413
720
645
633
426
241
3.078
1.031
1.871
1.497
1.260
865
557
7.081
643
1.124
1.000
909
684
440
4.800
3.474
6.379
5.362
4.698
3.169
2.024
25.106
Sweden - Women
Age group
15-24
25-34
35-44
45-54
55-64
65+
∑
Stockholm
1.159
2.229
1.650
1.435
804
310
7.587
Norra mellersta Sverige
1.133
1.783
1.374
1.426
806
263
6.785
762
1.307
1.027
978
552
188
4.814
1.635
2.846
2.125
1.936
1.081
350
9.973
971
1.821
1.408
1.386
817
265
6.668
5.660
9.986
7.584
7.161
4.060
1.376
35.827
Norra Sverige
Södra mellersta Sverige
Skåne, Halland och Bleking
Total
YouGov Panel Norway
Panel size: 31.294
Country data
Population: 0-14 years: 15-64 years: 65 years +:
GDP per capita:
Daily internet usage:
E-mail usage:
4,707,270
18%
66%
16%
$55,300
81%
92%
Source: CIA - The World Factbook & Statistics Denmark
Norway - Total
Age group
15-24
25-34
35-44
45-54
55-64
65+
∑
Oslo og Akershus
1.446
2.710
1.673
727
367
180
7.103
Rest Østland
1.355
1.609
1.223
750
429
224
5.590
Sørlandet
1.041
1.296
945
627
395
211
4.515
Vestlandet
1.938
2.627
1.534
832
426
220
7.577
Trøndelag/Nord-Norge
1.695
2.248
1.302
755
342
167
6.509
Total
7.475
10.490
6.677
3.691
1.959
1.002
31.294
Norway - Men
Age group
15-24
25-34
35-44
45-54
55-64
65+
∑
Oslo og Akershus
600
991
720
334
205
134
2.984
Rest Østland
569
592
494
313
214
155
2.337
Sørlandet
441
495
387
303
226
153
2.005
Vestlandet
785
1.018
683
395
238
169
3.288
Trøndelag/Nord-Norge
687
875
562
373
204
118
2.819
3.082
3.971
2.846
1.718
1.087
729
13.433
Total
Norway - Women
Age group
15-24
25-34
35-44
45-54
55-64
65+
∑
Oslo og Akershus
846
1.719
953
393
162
46
4.119
Rest Østland
786
1.017
729
437
215
69
3.253
Sørlandet
600
801
558
324
169
58
2.510
Vestlandet
1.153
1.609
851
437
188
51
4.289
Trøndelag/Nord-Norge
1.008
1.373
740
382
138
49
3.690
Total
4.393
6.519
3.831
1.973
872
273
17.861
YouGov Panel Finland
Panel size: 27.576
Country data
Population: 0-14 years: 15-64 years: 65 years +:
GDP per capita: Daily internet usage:
E-mail usage:
5,262,930
16%
66.2%
17.8%
$36,500
72%
89%
Source: CIA - The World Factbook & Statistics Denmark
Finland - Total
Age group
15-24
25-34
35-44
45-54
55-64
65+
∑
Etelä-Suomi (South)
2.310
4.407
3.488
2.439
1.332
489
14.465
Länsi-Suomi + Ahvenanmaa (West)
1.211
2.480
1.606
1.010
569
167
7.043
Itä-Suomi (East)
560
1.018
535
462
225
64
2.864
Pohjois-Suomi (North)
583
1.146
713
451
243
68
3.204
4.664
9.051
6.342
4.362
2.369
788
27.576
Total
Finland - Men
Age group
15-24
25-34
35-44
45-54
55-64
65+
∑
Etelä-Suomi (South)
839
1.499
1.426
1.004
591
274
5.633
Länsi-Suomi + Ahvenanmaa (West)
437
828
675
401
244
103
2.688
Itä-Suomi (East)
181
350
218
172
105
41
1.067
Pohjois-Suomi (North)
204
409
284
179
110
39
1.225
1.661
3.086
2.603
1.756
1.050
457
10.613
Total
Finland - Women
Age group
15-24
25-34
35-44
45-54
55-64
65+
∑
1.471
2.908
2.062
1.435
741
215
8.832
Länsi-Suomi + Ahvenanmaa (West)
774
1.652
931
609
325
64
4.355
Itä-Suomi (East)
379
668
317
290
120
23
1.797
Pohjois-Suomi (North)
379
737
429
272
133
29
1.979
3.003
5.965
3.739
2.606
1.319
331
16.963
Etelä-Suomi (South)
Total