1、YouGov Annual Report&Accounts 2021Building our PlatformvABOUT YOUGOVSTRATEGIC REPORTAbout YouGov IFCAt a Glance 2Understanding the YouGov Platform 4Client Value Proposition 6Investment Case and Levers for Growth 8Chairs Statement 10Chief Executive Officers Review 12Markets 16Our Strategic Pillars 18
2、Strategy in Action:Ethical Activation 20Our Strategic Priorities 22Strategy in Action:Global Accounts 24Key Performance Indicators 26Business Model 28Our Divisions 30Our Stakeholders 38Section 172 Statement 42ESG Report 44Chief Financial Officers Review 57Principal Risks and Uncertainties 63GOVERNAN
3、CE REPORTChairs Introduction and Corporate GovernanceStatement 68Board of Directors 70Corporate Governance Report 72Nomination Committee Report 78Audit&Risk Committee Report 80Remuneration Committee Report 84Directors Remuneration Policy 87Annual Report on Remuneration 93Directors Report 101Director
4、s Responsibilities Statement 104FINANCIAL STATEMENTSIndependent Auditors Report to the Members of YouGov plc 105Consolidated Income Statement 112Consolidated Statement of Comprehensive Income 113Consolidated Statement of Financial Position 114Consolidated Statement of Changes in Equity 115Consolidat
5、ed Statement of Cash Flows 116Parent Company Statement of Financial Position 117Parent Company Statement of Changes in Equity 118Parent Company Statement of Cash Flows 119Principal Accounting Policies of the Consolidated Financial Statements 120Notes to the Consolidated Financial Statements 133Group
6、 Five-Year Financial Summary 163ADDITIONAL INFORMATIONNotice of Annual General Meeting 164Resources 168YouGov is an international research and data analyticsgroup.Our data-led offering supports and improves awidespectrum of marketing activities of a customer base including media owners,brands and me
7、dia agencies.We work with some of the worlds most recognised brands.Our ground-breaking syndicated data solutions include the daily brand perception tracker,YouGovBrandIndex,and the media planning and segmentation tool,YouGov Profiles.Our market-leading YouGov RealTime service provides a fast andcos
8、t-effective solution for reaching nationally representative and specialist samples.YouGovs Custom Research division offers a wide range of quantitative and qualitative research,tailored by sector specialist teams to meet clients specific requirements.As the pioneer of online market research,we have
9、astrong record for data accuracy and innovation.A study by the Pew Research Center concluded that YouGov“consistently outperforms competitors on accuracy”as a vendor of choice.We are the market research pioneer of Multi-level Regression with Post-stratification(“MRP”)for accurate predictions ata gra
10、nular level.YouGov data is regularly referenced by the press worldwide and we are the second most quoted market research source worldwide.With a proprietary panel of over 17 million registeredmembers globally and operations in the UK,the Americas,Europe,the Middle East,India and Asia Pacific,YouGov
11、has one of the worlds largest research networks.For information on our products and services,For corporate and investor relations information,SUMMARY OF FINANCIAL RESULTSFINANCIAL AND OPERATIONAL HIGHLIGHTS Revenue growth of 11%(2020:12%).Underlying1 growth of 18%on the back of strong delivery in th
12、e second half of the financial year Underlying1 operating profit(excluding impact of planned Kurdistan closure and foreign exchange movements)was up by 32%representing an underlying1 operating profit margin of 16%(2020:14%)This growth was driven by all three divisions and despite absorption of an in
13、creased non-cash share-based payment charge of 5.1m(2020:2.8m)Statutory operating profit up 25%to 19.0m(2020:15.2m)including separately reported items charge of 6.5m in respect of completed acquisitions Adjusted profit before tax(excluding exceptional costs and share-based payment charge)up by 21%to
14、 31.2m(2020:25.7m)Adjusted earnings per share1 up by 15%to 20.8p(2020:18.1p)Strong cash conversion of 123%(2020:104%),enabling us to continue investing in the business Proposed dividend increase of 20%to 6.0pper share(2020:5.0p)Robust balance sheet maintained with netcash at year end of 35.5m(31 Jul
15、y 2020:35.3m)and no debt Number of investments made during the yearto drive growth:Increased investment of 9.4m(2020:8.6m)towards the development of our technology and tools that will drivefuture growth Launched several new products throughout the year including YouGov Safe,our data marketplace Sign
16、ificant investment of 11.7m(2020:8.9m)in the expansion of ourpanelinto 15 new markets Continued to invest prudently in new geographies to expand our regional capabilities,including in Latin America Completed several bolt-on acquisitions such as Open Banking start-up Lean Appand research and data ins
17、ights companies in Turkey,Australia andCanada Broad-based growth across all geographies,withthe US and Mainland Europe continuing to perform exceptionally well on the back of large contract wins 1 Defined in the explanation of non-IFRS measures on page 62.Our commitment to Public Data providing free
18、 access to vast amounts ofour research data is at the centre ofYouGovs social mission and we are proud to have made contributions of valuable research to non-profit organisations.During the year we published our ESGRoadmap,making our public commitment to good ESG practice.We also launched a landmark
19、 new Company policy,our Global Code of Conduct&Ethics,which sets our expectations for employee behaviour and business activities.Our CEO discusses his views on ESG inthe Q&A on page 44.ESG HIGHLIGHTSRevenue m 169.0+11%2020:152.4Adjusted operating profit1 m25.5+17%2020:21.8Adjusted operating profit m
20、argin1%15.1%+80bps2020:14.3%Statutory operating profit1 m19.0+25%2020:15.2Adjusted profit before tax1 m31.2+21%2020:25.7Statutory profit before tax1 m18.9+24%2020:15.2Adjusted earnings per share1 pence20.8p+15%2020:18.1pStatutory basic earnings per share pence10.6p+18%2020:9.0pRevenue per head 139k-
21、2%2020:142kStaff costs as a%of revenue%52%+2%pts2020:50%Operating cash generation m56.6+46%2020:38.7 ReadmoreinourESGReportonpages44to56.YouGov Annual Report&Accounts 20211Strategic reportGovernance reportFinancial statementsAdditional informationAT A GLANCEYouGov is an international research and da
22、ta analytics group.OUR REACHYouGov has one of the worlds largest research networksOUR MISSION Our mission is to supply a continuous stream of accurate data and insight into what the world thinks,so that companies,governments and institutions can make informed decisions.OUR PURPOSE Our purpose is to
23、empower our global member-base to share their attitudinal,opinion and behavioural data so that organisations can better serve the people and communities that sustain them.OUR VISION Our vision is for YouGov to be the worlds leading provider of marketing and opiniondata.We want YouGov data to be a va
24、lued public resource used byhundreds of millions of people on a daily basis,enabling intelligent decision-making and informed conversations.UNDERPINNED BY OUR COMMITMENT TO ESGSocial valueSee page 48People and cultureSee page 51Governance frameworkSee page 53Risk managementSee page 63Environmental p
25、olicySee page 56OUR VALUESWe are driven by a set of shared values.We are fast,fearless and innovative.We work diligently to get it right.We are guided by accuracy,ethics and proven methodologies.We respect and trust each other,and bring these values into everything that we do.Be fastThings are ever
26、changing and asacompany weknow we areinconstant competition.We must always be fast to adapt,and fast to deliver.Be fearlessBe brave and believe we can do anything.Weve proven we can.So innovate,take savvy risks,dont follow thecrowd.Get it rightWe are judged onour ethics,ourmethodology,and our accura
27、cy wewill do the right thing as scientists,as technologists,andascitizens.Trust each otherWe have a mission,a strategy,and aplan for implementation.Lets all work together in trust challenging,pushing,improving each other to fulfil our ambition.RespectWe will respect everyone and be considerate of ou
28、r differences,always supporting each other tosucceed.Diversity helps usthrive.Key YouGov proprietary panelYouGov Partnerships Programme panels Country with both YouGov proprietary and YouGovPartnerships Programme panels2Strategic reportOUR GLOBAL AFFILIATE PARTNERSHIPS PROGRAMME The YouGov Global Af
29、filiate Partnerships Programme offers research agencies access to YouGovs platforms,expertise and(where required)panel,while establishing the YouGov brand and data products in the local market.Learn more at: UK27%Employees3 OfficesMainland Europe22%Employees11 OfficesAmericas21%Employees8 OfficesMEN
30、A&India21%Employees4 OfficesAsia Pacific9%Employees11 Offices+17mregistered members+1,450 employees+3,900clients37officesOUR WORKFORCE11 Employees as at 7 September 2021.YouGov Annual Report&Accounts 20213Strategic reportGovernance reportFinancial statementsAdditional informationUNDERSTANDING THE YO
31、UGOV PLATFORMOUR CLIENT VALUE PROPOSITIONOUR DIVISIONSWhy clients buy from usWhat clients buy from usBest panelOur proprietary global panel of over 17 million registered members across 59 markets provide us with thousands of data points on consumer attitudes,opinions andbehaviour on a daily basis.Be
32、st dataThe YouGov Cube is a unique single-source connected-data library encompassing hundreds ofthousands of variables and overten years of longitudinal data.We leverage this data using our research expertise,including our application of MRP methodology,to make accurate predictions at agranular leve
33、l.Best toolsWe maximise the value of our connected data through the application of leading-edge analytics technology and strong research expertise.YouGov Crunch is the most advanced analytics toolfor research data,combining super-fast processing with drag-and-drop simplicity.Data ProductsThis divisi
34、on comprises our syndicated data products,which are available to clients on a subscription basis.It includes our YouGov Plan&Track solution which helps marketers plan and execute their campaign strategy and track its success.Custom ResearchThis division offers a wide range ofquantitative and qualita
35、tive research,including substantial global trackers,that is tailored by our sector specialist teams to meet clients specific requirements.Data ServicesThis division comprises our YouGovRealTime(YouGov Omnibus outside the UK and US)service which provides clients witha fast-turnaround andcost-effectiv
36、e solution for reaching nationally representative and specialist samples.4Strategic reportProduct development and technologyPanelGlobal accountsReadmoreinourcasestudyonglobalaccountsonpage24.Global infrastructureAcquisitionsDouble Group revenuex2Double Group adjusted operating profitmargin1x2Adjuste
37、d earnings per share1 CAGRin excessof30%30%OUR STRATEGIC PILLARSOUR STRATEGIC PRIORITIESHow we grow our businessData IntegrationConnecting datasets to create newvalue from existing data and open up new revenue streams through customisationPublic DataProviding YouGov data as a publicservice,for brand
38、 reputation,panel engagement and showcasingour dataEthical ActivationEnabling marketing activation with a focus on personal data protection and self-service researchReadmoreinourcasestudyaboutEthicalActivationonpage20.OUR LONG-TERM STRATEGIC GROWTH PLAN GROWTH PLAN(FY19-23)1 Defined in the explanati
39、on of non-IFRS measures on page62.YouGov Annual Report&Accounts 20215Strategic reportGovernance reportFinancial statementsAdditional informationCLIENT VALUE PROPOSITIONOur clients are key players in the advertising and marketing ecosystem including multinational and SME brand owners,media,digital an
40、d advertising agencies,communications firms and media owners.Our clients use our data products,tools andresearch services to manage their entire marketing workflow,from strategy and planning,brand tracking and media planning to campaign effectiveness and audience profiling.The interoperability andco
41、nnectedness of our products and services serve as a strong differentiator andwe have made great strides in bringing the entire YouGov offering onto a universal platform,while enriching its capability and increasing the use cases of our offerings.Surveys/ChatsSelf profilingData sharingBEST PANELWith
42、some of the highest response rates inthe industry,our17+million registered members form the foundation of our business.They provide us with a panel that supplies a continuous stream of attitudinal,opinion and behavioural data through various channels,such as our online surveys,profiling points in Yo
43、uGov Direct,interactive YouGov Chat channels,and online datasets shared via YouGov Safe.DATA CONTRIBUTION CHANNELSStrategic report6ResearchCampaignsEngagementBEST DATAWe collect all the data in the YouGov Cube,our proprietary data library,and connect it using our powerful analytics technology and so
44、phisticated research methodologies to deliver a best-in-class dataset to our clients.With a strong record for data accuracy,we areseen as a trusted resource and regularly referenced by media outlets worldwide.BEST TOOLSOur integrated suite of products,services andtools operates as a systematic platf
45、orm serving YouGov data and intelligence for all stages of the marketing workflow,including ethical activation.DATA INTEGRATIONDATA USAGE FOR CLIENTSYouGov Annual Report&Accounts 20217Strategic reportGovernance reportFinancial statementsAdditional informationINVESTMENT CASE AND LEVERS FOR GROWTH1SCA
46、LE AND GROWTH Successful track record of scaling the business and delivering profitable growth6RECURRING REVENUEGrowing syndicated data products business providing strong margin expansion potential7PLATFORM PLAYDeveloping from a supplier of data products and services into a true platform that includ
47、es activation2CONNECTED DATA Unparalleled depth and breadth ofconnected data increasingly being valued by clientsLEVERS FOR GROWTHINVESTMENT CASENew business sales team solely focussed on expanding our client-base,leading with oursyndicated data products as a keydifferentiator Expand client-base by
48、leveraging recently established panels in new markets across Europe,South America,the Middle East and North AfricaKey client account management team tasked with deepening client relations through increased cross-selling AcquisitionsGlobal accountsGlobal infrastructureProduct development and technolo
49、gySTRATEGIC PRIORITIESNEW CLIENTSEXISTING CLIENTSNEW MARKETSPanel8Strategic report8PROFITABLEStrong financial performance andsolid balance sheet providefoundation to deliver ongrowth ambitions9STRONG LEADERSHIPHighly motivated leadership team with a clear goal of enhancing shareholder value and empl
50、oyee experience3RESILIENCEResilient,digital business modelresulting in significant operating leverage4INNOVATIVECulture of innovation and sector expertise ensures our offering isconstantly evolving to meet clientneeds5GLOBAL REACHIncreasing focus on account management and global expansion to drive n
51、ext phase ofgrowthActively monitor themarket to identifyacquisition opportunities that can help accelerate growth Compete with tech-enabled market researchplayers using ourinteroperable new products,such as YouGov Direct and YouGov Safe,that can deliver actionable insights when combined with granula
52、r data in the YouGov CubeContinue expansion of Centres of Excellence(“CenX”)to increase automation,improve processes and provide greater client service NEW PRODUCTSOPERATIONAL EFFICIENCIESBOLT-ON ACQUISITIONS9Strategic reportGovernance reportFinancial statementsAdditional informationYouGov Annual Re
53、port&Accounts 20213.0p4.0p5.0p6.0p2.0p2017/182018/192019/202020/212016/17CHAIRS STATEMENTContinued resilience demonstrated in a challenging environmentRoger Parry CBEChairYouGov is an international data and analytics group.We provide our clients with data and insights to help them plan,develop and e
54、valuate the impact of their marketing and communication activities.We now employ over 1,350 people worldwide,operating from 37 offices across 21 countries and serving clients inmore than 40 national markets.We operate a proprietary,high-quality global panel of over 17 million registered members who
55、share their data with us in ways that are fully compliant with data protection,privacy and security laws.The entirety of the FY21 trading period has seen prolonged disruption from the global pandemic.The extraordinary circumstances created by the spread of COVID-19 have thrown up both challenges and
56、 opportunities for YouGov.I am pleased to report that,despite this disruption,YouGov has reported strong trading results and achieved the Boards expectations forthe year.We have continued to monitor the situation in our individual markets and,following extensive assessments,continue to support our w
57、orkforce in returning tooffices where it is safe and possible to do so.RESULTS AND DIVIDENDGroup revenues were up 11%in reported terms to 169.0m(18%up from underlying1business),while adjusted operating profit2increased to 25.5m,up by 17%on the prior financial year.Considering the Group remains profi
58、table and cash generative,YouGov will be maintaining its progressive dividend policy.In line with this,the Board is pleased to recommend a dividend increase of 20%to 6.0p per share payable on 13 December 2021 to shareholders on the register asat3 December 2021.Annual dividend per share10Strategic re
59、portYouGov celebrated its 21stanniversary this year,having evolved from an internet-based,UK polling company into a world-class global data analyticsprovider.OUTLOOKWhile the macro backdrop and operating environment remains challenging,YouGov has started the new financial year well and trading is in
60、 line with the Boards expectations.With a robust balance sheet and continued client demand for our products and services,we remain well placed for future growth.STRATEGIC DIRECTIONYouGov has significantly expanded its geographic reach over the past year and is increasingly seeking to build long-term
61、 relationships with clients to become the vendor of choice and trusted business partner.We provide clients access to our unrivalled datasets,arange of software tools and highly proficient researchers to enable them to generate market research insights which become a fundamental part oftheir manageme
62、nt process.Our products support thedevelopment,testing,placing and assessment of awide range of communication campaigns.We continue to use our curated and proprietary internet-based panels to carry out tracking and ad-hocresearch assignments as well as build out our subscription-based syndicated dat
63、a products.While we have made significant progress on our stated strategy,we are continuing to invest in our technological platform and organisational infrastructure to deliver onour ambitions.LONG-TERM GROWTH PLANS ANDINCENTIVESThe financial year to 31 July 2021 was the second in ourcurrent long-te
64、rm strategic growth plan(“FYP2”).As previously announced,this plan sets challenging targets including to double Group revenue over the plan period(which runs from 1 August 2019 to 31 July 2023)and to achieve compound annual adjusted earnings pershare2(“EPS”)growth in excess of 30%.The stretching FYP
65、2 targets underpin the current long-term incentive plan(“LTIP 2019”)which was designed to align the interests of shareholders and executives with full vesting requiring compound annualadjusted EPSgrowth of 35%by 31 July 2023.Despite the turmoil created by the pandemic,the Boardbelieves that the FYP2
66、 management targets remain ambitious but achievable.BOARD COMPOSITION AND SUCCESSIONPLANNINGIn 2022,I will be standing down from the role of Non-Executive Chair.The Board has appointed the executive search firm Egon Zehnder to advise on the succession process.YouGov has grown very rapidly in recent
67、years,therefore we are taking this opportunity todo a thorough external review of our Board in terms of process,composition and effectiveness.Additionally,we have tasked our advisors with considering all aspects of the senior management structure,skills and succession planning.The goal is toensure Y
68、ouGov has the right people in the right positions for its next phase ofgrowth.A WELL-POSITIONED COMPANYDuring this financial year YouGov celebrated its 21stanniversary,having been founded by Stephan Shakespeare and Nadhim Zahawi in 2000.YouGov began its journey as an internet-based,UK polling compan
69、y and has since evolved into a world-class global data analytics provider.When I joined the YouGov Board in 2007,the Groups market capitalisationwas approximately 130m and we had about 80 members of staff.I am extremely proud to say that we started FY22 with more than 1,350 employees and a market ca
70、pitalisation exceeding 1.3bn.YouGovs success is largely the function of the hard work,commitment and talent of our teams worldwide.On behalf of our shareholders,I would like to thank them for their role in helping the Company achieve this extraordinary feat and for their continued support.ROGER PARR
71、Y CBECHAIR19 October 20211 Defined as growth in business excluding impact of current and prior period acquisitions and business closures,and movement in exchange rates.2 Defined in the explanation of non-IFRS measures on page 62.YouGov Annual Report&Accounts 202111Strategic reportGovernance reportFi
72、nancial statementsAdditional informationCHIEF EXECUTIVE OFFICERS REVIEWFurther progress in building our platform for growthStephan ShakespeareChief Executive OfficerWe are proud to deliver another year of strong growth andcash generation for YouGov.Despite the ongoing pandemic throughout the year,we
73、 were able to continue to achieve underlying1 revenue growth in line with pre-pandemic levels.YouGov reported revenue of 169.0m,up 11%,and adjusted operating profit2 of 25.5m,up 17%.Our strong performance was driven byongoing demand for our syndicated data products,soliduptake ofour fast-turnaround
74、survey services,andlarge client wins utilising our connected data research solutions.We continue to see strong renewal rates for our subscription products and have successfully reorganised our sales structure to ensure we are abletocapitalise on the cross-sell opportunities thatwill support our long
75、-term growth.The key drivers of our robust performance include:Our resilient business model:Our ability to meet clients research needs despite the uncertainties caused by the pandemic has helped strengthen our existing client relationships and expand our client-base.Our global expansion:Expanding ou
76、r reach into 15new markets has given us the required scale to target long-term,strategic projects with large,multi-national accounts.Our sector expertise:The recruitment of several new sector heads with deep knowledge of their respective industries has allowed us to enhance the YouGov Cube with sect
77、or-specific data and win new clients.Our global infrastructure:Furthering the use of ourCenXs has enabled us to realise operational efficiencies and manage our cost base moreeffectively.12Strategic reportWe have now moved to the secondhalf of our strategic growth plan,which is focussed on execution
78、and capitalising on the foundation wehave built.As the data analytics and market research industry continues its shift towards the increased use of technology,we are advancing our technological capabilities to ensure we remain ahead of the market.As part of this,we continued the evolution of our pro
79、duct suite by bringing all our products and services under the umbrella of a unified YouGov Platform.Once fully rolled out,this will allow clients to seamlessly move between our data products,run research surveys,analyse the findings,view custom trackers and conduct marketing activation,all within a
80、single sign-on platform.STRATEGIC DIRECTION CURRENT LONG-TERM STRATEGIC GROWTH PLAN(“FYP2”)Our vision is for YouGov to be the worlds leading provider of marketing and opiniondata.We want YouGov data to be a valued public resource usedbyhundreds of millions of peopleon a daily basis,enablingintellige
81、nt decision-making and informedconversations.We have entered the second half of our current long-term growth plan and continue to execute it in linewith our expectations.As previously announced,the ambitious long-term incentive plan(“LTIP”)performance targets to incentivise senior management through
82、 to 2023 are:double Group revenue;double Group adjusted operating profit margin2;and achieve an adjusted earnings per share2 compound annual growth rate in excess of 30%.As previously disclosed,we had designated the first half of the long-term growth plan as the investment phase.In this phase we inv
83、ested heavily in our panels,technologies,platforms,support functions and markets to enable us to scale further and make the most of the opportunities we see in our markets.We have now moved to the second half of the plan,which is focussed on execution and capitalising on the foundation we have built
84、.Our three strategic pillars,Data Integration,Public Data and Ethical Activation,remain unchanged.DELIVERING ON OUR THREE STRATEGICPILLARSDATA INTEGRATIONStrategicfocus:Fullyintegratingcustomresearchandclientservicewithourdataproductsandtoolstocreatenewvaluefromexistingdataandopenupnewrevenuestreams
85、throughcustomisation Progress made against this pillar during the year:Completed the integration of YouGov Direct,YouGov Chat and YouGov Safe with our traditional research panel providing a smoother member and client experience Launched sector-specific modules of our flagship products to target new
86、clients through increased relevance Combined the Data Services and Custom Research client services functions to ensure our researchers can support clients more efficiently Developed new,templated solutions that blend the depth of custom research with the cost-effectiveness and speed of syndicated da
87、ta 1 Defined as growth in business excluding impact of current and prior period acquisitions and business closures,and movement in exchange rates.2 Defined in the explanation of non-IFRS measures on page 62.YouGov Annual Report&Accounts 202113Strategic reportGovernance reportFinancial statementsAddi
88、tional information 25.5m2020/21 Adjusted Operating Profit33%Custom Research 21%Data Services 46%Data Products 169.0m2020/21Revenue42%Americas 30%UK8%Asia Pacific 3%MiddleEast 17%Mainland EuropeCHIEF EXECUTIVE OFFICERS REVIEW continuedPUBLIC DATAStrategicfocus:ExpandingYouGovPublicDataasapublicservic
89、e,forbrandreputation,panelengagementandshowcasingourdata Progress made against this pillar during the year:Continued to support academic and health institutions and charitable organisations with free market research data Provided extensive coverage of the US Presidential Election,including online po
90、lling data based on our MRP(Multi-level Regression with Post-stratification)modelling Published data around the COVID-19 vaccine programmes globally to help governments understand attitudes and behaviours ETHICAL ACTIVATION Strategicfocus:Enablingmarketingactivationonourplatformwithafocusonpersonald
91、ataprotectionandself-serviceresearch Progress made against this pillar during the year:Continued the roll-out of YouGov Direct into Australia,Singapore,France and Germany Developed and launched YouGov Safe in the US and UK,combining observed online behaviours and transactions with attitudinal insigh
92、ts from YouGovs flagship YouGov Profiles tool to provide three-dimensional consumer intelligence data Acquired Lean App to enrich the YouGov Cube with financial transaction data to provide greater insight into verified behavioural dataFOCUS ON OPERATIONSAs we continue our evolution into a platform,b
93、oth in thetechnological sense and the business-model sense,we identified the need to reshape our organisation to ensure we have the right structure in place to achieve our ambitions.During the year,we completed the reshuffle of our sales structure to delineate between client account managers and new
94、 business sales to ensure we are acquiring new clients while taking a bigger share of our existing clients research budgets.We also continue to expand the role played by our shared service centres(called Centres of Excellence or CenX)in our day-to-day operations.With the right sales and client servi
95、ce structure now in place,we intend to increase the use of our CenX in the delivery of our data products and research services in the coming years.COVID-19 RESPONSEWhile the COVID-19 pandemic has caused much disruption,it has also taught us to be a more agile,innovative and stronger organisation.We
96、have carefully considered government regulations and the needs of our employees when drawing up plans on how we cansafely return to our offices.We look forward to returning to normal operations inthe coming year should the conditions continue to improve but we are confident that we will be able to d
97、eliver in the event of any further disruption caused bythe pandemic.The YouGov management team would like to thank allouremployees for their hard work andcontinued support of our clients in such extraordinary circumstances.14Strategic reportYouGovs core mission is to give people a voice by measuring
98、 and analysing their opinions and behaviours and reporting the findings accurately andfree from bias.CURRENT TRADING AND OUTLOOK Strong trading momentum has continued across all our divisions in the new financial year,giving us confidence in our strategy.This momentum is supported by positive market
99、 trends and a healthy sales pipeline.We believe the investments we have made this financial year have put us in a strong position and we are now focussed on monetising those investments.Given the strength of our business model,strong cash balances and no debt,we will continue to invest prudently whe
100、re necessary but expect capital expenditures to stabilise going forward.We are excited about the opportunities lying ahead and delivering shareholder value as we execute on our long-term growth plan.We thank all our registered members,partners,clients,and employees for their ongoing contribution and
101、 commitment to YouGovs continued success in these challenging times.STEPHAN SHAKESPEARE CHIEF EXECUTIVE OFFICER 19 October 2021ENVIRONMENTAL,SOCIAL AND GOVERNANCE(“ESG”)Our commitment to ESG is core to what we do.We operate lawfully and ethically in all areas of ESG relevant to our business,from how
102、 we collect data from panellists,and how we engage and develop ourworkforce,to the design of our research and howwe service our clients.YouGovs core mission is to give people a voice by measuring and analysing their opinions and behaviours and reporting the findings accurately and free from bias.Our
103、 commitment to Public Data,providing free access to vast amounts of research,is at the centre of our social mission and we are proud to have contributed valuable data to several non-profit organisations.While our environmental footprint is minimal given ourdigital business model,we strive to limit c
104、arbon emissions and waste at our offices.As part of our 21st birthday celebrations,we were delighted to donate to World Land Trust to plant 1,000 new trees,contributing to rebuilding forest ecosystems.Additionally,we launched our Group Environmental Policy during the year as well as publishing our f
105、irst ESG Roadmap,whichsets out our commitment to good ESG practices.We are committed to cultivating a diverse workforce,keeping our employees engaged and giving them opportunities to grow with the business.With the COVID-19 pandemic taking its toll on the world,we haveendeavoured to play our part as
106、 an organisation.From providing our staff with extensive wellbeing resources to collaborating with mental health charities to better understand priorities in the mental health agenda,we continue our efforts to be a more socially responsible employer.Governance has a key role in our strategic plan.Ou
107、r governance frameworks allow us to safeguard the valuable data that we collect from our panellists on a daily basis.In conjunction with our external assurance partner,KPMG,we have been reviewing our internal systems and controls and are confident we have the right frameworks in place to lead us int
108、o the next phaseof our growth.ReadmoreinourCEOsQ&Aonpage44andourESGReportonpages44to56.Strategic reportGovernance reportFinancial statementsAdditional informationYouGov Annual Report&Accounts 2021152%EnterpriseFeedback Management6%Social Listening and Communities15%Industry Reports and Research13%Co
109、nsultingFirms19%Digital DataAnalytics2%Self-service platforms43%EstablishedResearch TechenabledresearchReportingMARKETSMega trends shaping our marketYouGov operates in the Global Market Research industry,which was valued at$90bn1 by ESOMAR in 2020,with the US and Europe accounting for over 75%of the
110、 overall value.The industry definition now includes the technology-enabled insights sector,as the vast amount of data available and advances in technology to harness thatdata have expanded the industry intoaparallel arena.While the riseof technology has led to the creation ofanew,parallel segment,it
111、 is also transforming the more traditional,established research sector faster than before due to the COVID-19 pandemic.The tech-enabled insights sector has expanded rapidly in recent years and offset the declines in the established research sector caused by the pandemic in 2020.While YouGov straddle
112、s both segments ofthe market,it largely competes in the established research sector.As an online research pioneer,it is in the unique position of using its technological roots to successfully challenge the large players inthe established research sector.This is clearly demonstrated by our growth in
113、recent years which has significantly surpassed the established research sector decline of 3.0%1 in 2020.YouGovs source ofdifferentiation stems from its focus on ahigh-quality online panel,advanced data analytics tools,and constant innovation thatcan quickly adapt to the evolving clientneeds.$90bnGlo
114、bal Market Research industry valuation by ESOMAR in 2020+75%of the value comes from Europe and the US1 According to the ESOMAR Global Market Research Report published in September 2021.16Strategic report132HOW IT IS IMPACTING THE MARKETWhile the industry has used remote data collection methods for a
115、 long time,social distancing over the past 18 months has accelerated the shift to online and other forms of remote research.This shift has ledto more clients being open to the ideaof online research,which along with customers rising investment in technology,has led to greater sources of data being i
116、ntegrated into existingdatasets to derive more detailed insights.Additionally,newer data gathering techniques,such as chatbots and conversational artificial intelligence,are being increasingly used to engage people and collect opinion and attitudinal data.HOW YOUGOV IS RESPONDINGYouGov has long been
117、 an advocate of onlineresearch as a reliable and accurate method of data collection.Our decades-longexperience in the field has helped usdevelop a unique dataset that is continuously being enhanced with data onconsumers attitudes,opinions and behaviours.Our YouGov Chat technology isalso proving to b
118、e a cost-effective way ofrecruiting and engaging members and delivering meaningful insights on a variety oftopics.HOW IT IS IMPACTING THE MARKETThe prevalence of social media in our everyday lives has led to a vast,new,unsolicited data source that can be extracted to better understand consumer behav
119、iour.Social media listening tools have risen in popularity,but robust technology isneeded to cut through the noise to get aclear understanding of a clients target audience.Moreover,these tools are seen asa complement to existing research methods rather than a replacement due tothe inherent limitatio
120、ns in the depth andquality of insightful data.Additionally,greater scrutiny on social media networks will require greater transparency on the extraction of data from these platforms.HOW YOUGOV IS RESPONDINGYouGov Signal,our digital social listening tool,tracks thousands of brands,products,people,top
121、ics,movies and TV shows to provide digital tracking,consumer insights and content analysis.While social media intelligence can be a valuable data source,YouGov also understands that there can be a disconnect between an individuals social media persona and their true intentions and opinions.Hence,we
122、augment the social media data collected through YouGov Signal with responses from our proprietary surveys to segment online audiences with unmatched demographic precision.HOW IT IS IMPACTING THE MARKETSince the rising use of technology over the past decade,there has been a significant shift in consu
123、mer sentiment around privacy and the ownership of personal data.This has led to the development of new solutions that help people control what data businesses hold about them and enable them to monetise their data.This shift has also led to Apple and Google announcing their intention to discontinue
124、the use of third-party cookies in an effort to enhance user privacy,causing brands that previously relied on targeted advertising to reassess their media strategy.HOW YOUGOV IS RESPONDINGIt is expected that first-party data providers and third-party market researchers,such asYouGov,will benefit from
125、 the decreased reliance on third-party cookies,as advertisers will have to turn to GDPR-compliant profiling data to deliver targeted ads.Our YouGov Direct platform enables accurate and ethical consumer research targeting as members decide how much oftheir personal data they wish to share with advert
126、isers and are compensated monetarily each time that data is used to target them with a survey.Additionally,our latest innovation,YouGov Safe,leverages data portability initiatives by allowing members to earn rewards for securely sharing their verified online behaviour.REMOTE RESEARCHSOCIAL MEDIA INT
127、ELLIGENCE DATA OWNERSHIPYouGov Annual Report&Accounts 202117Strategic reportGovernance reportFinancial statementsAdditional informationData IntegrationPublic DataEthical ActivationOUR STRATEGIC PILLARSThe success of our vision is underpinned by our three strategic pillarsOur ambition is to create a
128、universal platform for the ethical and safe sharing ofopinions and personal data so that we can offer our clients connected data,newanalytical tools and innovative applications including activation(use of data in designing,targeting,delivering andmonitoring success in large-scale marketing campaigns
129、).The success of this vision is underpinned by three strategic pillars,which guide our initiatives and business decisions.STRATEGIC PILLAR Connecting our vast data library to increase ways inwhich our data is used,enabling more insights fromthedata Customisation for clients tomake existing data more
130、 relevant to them and fit with their workflow Making the data we collectfrom our panel available to the public inmeaningful ways Enabling online advertisers to use ourdata and platform to create large-scale targetable audiences anddeliver marketing tothem in a highly permissioned,GDPR-compliant mann
131、er Gives citizens control of their data Results in greater return on investment for marketers as demonstrated by increased click-through rate and conversions Continued the roll-out of YouGov Direct into Australia,Singapore,France and Germany Developed and launched YouGov Safe,a fully opted-in,GDPR&C
132、CPA compliant,ethical cross-device tracker and data marketplace,in-the-US andUK Unified the YouGov Direct member-base and traditional research panel to expand ways in whichmembers can interact with YouGov and earnrewards300+YouGov Direct clients370k+YouGov Direct member-base 20,000members contributi
133、ng data using YouGov Safe New member app launched in August2021WHAT IT MEANS18Strategic reportHOW IT ADDS VALUE2021 PROGRESSMEASURE OF SUCCESS Generates additional value from existing data Opens up new revenue streams for Custom Research using syndicated data Expanded the activation business using c
134、ustom and syndicated data to build audiences and scale them through tech partners Launched sector-specific modules of our flagshipproducts to target new clients throughincreased relevance Initiated the development of the YouGov Platform with the unification of our member-bases as the firststep Conti
135、nued investment in development of our sector-focussed websites,apps,products,tools,interfaces and dashboards200+custom audiences delivered 3new sector modules launched Completed the first development phaseof the YouGov Platform integrating YouGov Direct,YouGov Chatand YouGov Safe into the YouGov eco
136、system to enable them to leverage our global panel Increases brand reputation and awareness Drives panel and client engagement Showcases the breadth andaccuracy of our data Extensive coverage of the US Presidential Election,including data published on the YouGovAmerica website Continued to collect a
137、nd publish data around theCOVID-19 pandemic to help administrations understand attitudes towards the vaccine roll-out and support for government measures Contributed data collected in conjunction with Imperial College London to the United Nations World Happiness Report Evolved YouGov Screen into the
138、 YouGov Platform to give potential clients visiting the site a better insight into our data 2ndmost quoted market research sourceworldwide200+COVID-19 research clients High-profile partnerships with CBS News,Yahoo!and TheDailyShowwithTrevorNoah in the run up to the USPresidential Election Completed
139、the first fully digital sale to a major automotive company through the YouGov Platform Gives citizens control of their data Results in greater return on investment for marketers as demonstrated by increased click-through rate and conversions Continued the roll-out of YouGov Direct into Australia,Sin
140、gapore,France and Germany Developed and launched YouGov Safe,a fully opted-in,GDPR&CCPA compliant,ethical cross-device tracker and data marketplace,in-the-US andUK Unified the YouGov Direct member-base and traditional research panel to expand ways in whichmembers can interact with YouGov and earnrew
141、ards300+YouGov Direct clients370k+YouGov Direct member-base 20,000members contributing data using YouGov Safe New member app launched in August2021YouGov Annual Report&Accounts 202119Strategic reportGovernance reportFinancial statementsAdditional informationSTRATEGY IN ACTIONETHICAL ACTIVATIONHow Yo
142、uGov Audience Data helped a client adapt its marketing strategy in a time ofunprecedented turmoilTHE CHALLENGETo reach the right audience as consumer behaviour and sentiment were rapidly changingTHE SOLUTIONIdentified the most relevant consumer segment using YouGov Profiles and scaled using partners
143、 to send targeted digital advertisingTHE RESULTSSignificantly higher click-through ratethan leading in-market audienceproviders20Strategic reportBUSINESS CHALLENGEThe COVID-19 pandemic lockdowns and restrictions led the retail industry into uncharted territory,causing them to face significant operat
144、ing challenges.With consumers unable to visit most brick-and-mortar retail stores,shopping shifted predominantly online and altered the way consumers thought about brands.Rapidly changing consumer behaviour andsentiment dramatically increased the importance of receiving up-to-date data for retailers
145、.Our client,a large media agency representing a leading fashion retailer,needed to quickly adapt its clients marketing strategy by clearly understanding how fashion needs,frequency of purchases and the customerbase were changing and ultimatelyfind a way to target potential customers efficiently.OUR
146、APPROACHThe media agency,on behalf of its client,was able to use YouGovs connected research solutions to identify which consumer segments had resumed purchases in the fashion category most quickly after the first wave of lockdowns in spring 2020.Our research and data demonstrated that the current in
147、-market fashion audience had become more male,affluent and spontaneous.Once the client had identified the right consumer segments to target,YouGov Audience Data was able to scale the audience using look-alike modelling through our technology partners.This scaled audience was then pushed to the Trade
148、Desk,a software platform used for digital ad buying and targeted marketing activation.THE OUTCOMEYouGov Audience Data segments showed significantly stronger performance compared to other leading in-market audience providers.+200%higher click-through ratePRODUCT DESCRIPTIONYouGov Audience Data enable
149、s advertisers to utilise research-based audiences to improve ad targeting,ensuring their ads are seen by exactly the right people across addressable channels and platforms including social,display and TV.It operates via collaboration with a select group of tech partners,including Eyeota,LiveRamp and
150、 Semasio,and is available across theUK,US,Mainland Europe and AsiaPacific.YouGov Annual Report&Accounts 202121Strategic reportGovernance reportFinancial statementsAdditional informationOUR STRATEGIC PRIORITIESBased on our three strategic pillars(DataIntegration,Public Data and Ethical Activation),we
151、 have identified five key priorities that will be a focus in the near term.Our ability to successfully execute on these priorities will ultimately determine delivery of management targets set out in our current strategic growth plan,FYP2.Product development and technology Streamlined our product sit
152、es and dashboards onto the YouGov Platform website to make it easier for prospects and new clients to interact with our data,make their first purchase or contact our sales team Continued to innovate and react to client needs through the development of new products and increasing brand and geographic
153、 coveragePanel Conducted the biggest simultaneous expansion of YouGovs panel to meet client demand Continuously monitored make-up and diversity of panel to achieve nationally representative samples Integrated YouGov Chat with the Cube to enable panel recruitment across our product suiteGlobal accoun
154、ts Completed reorganisation of the sales teams from a product-centric to a client-centric approach,enabling them to proactively target larger,more strategic projects with clients that have the greatest long-term potential Established a new business sales teamwith a focus on expanding the client-base
155、Global infrastructure Increased headcount in established CenX to support central Group functions Commenced shift of client support and research operations to CenXAcquisitions Acquired open banking start-up LeanApp to enrich our solutions withfinancial transaction data Expanded presence in Australia
156、and Turkey through acquisitions of online-focussed agencies,Faster Horses and Wizsight respectively Increased penetration in the fast-growing sports sector through the acquisition of Canadian sports research firm Charlton InsightsOUR STRATEGIC PRIORITIESFY21 PROGRESS22Strategic report Number of hand
157、-raisers trebled since launch of the YouGov Platform Developed and launched several new products,such as YouGov Safe and YouGov Teen Profiles Approximately 20,000 brands covered by the YouGov Cube Launch the second phase of development of the YouGov Platform,enabling YouGov Direct,YouGov Chat and Yo
158、uGov Safe to contribute rich data to the Cube,ensuring a two-way flow of data Continue developing and launching new sector-specific modules while improving the user experience for existing products and expanding into new markets Number of registered members up 53%year-on-year globally,impacting pane
159、l retention rates Established panel in 15 new countries during the year across Europe,SouthAmerica and MENA 20%year-on-year growth in on-panel survey completes Average response rate of 32%per YouGov Chat,despite 250%increase in users Improve panel quality and retention inthe 15 newly launched market
160、s Continue to recruit members in under-represented fragments of thepopulation Scale the use of YouGov Chat to recruit new members onto the research panel in a cost-effective manner Number of clients up 17%,ahead of revenue growth,resulting in slight decline in average revenue per client Several larg
161、e,multi-year contracts signed in the US and EU Increase cross-selling across product lines and continue shift from ad-hoc projects to syndicated products and large-scale,customised global trackers using our connected dataproposition Establish operations in Latin America and capitalise on newly built
162、 panels in the region 20 internal functions utilising CenX capabilities 25%of global headcount based in CenX vs.16%in FY20 Continue streamlining of central functions into CenX and expand their role to research operations and syndicated data client support Evaluate potential geographies for new CenX
163、for diversification and increased availability Re-branded Lean App to YouGov Finance and mapped out the sectors in the UK Wizsight performing in line with expectations Charlton Insights earn-out on track with the business continuing to makeheadway in establishing oursyndicated data products in thema
164、rket Continue to identify bolt-on acquisition targets that increase sector coverage,expand access to panel and advance technological capabilitiesMEASURE OF SUCCESSFY22 OBJECTIVESDouble RevenueDouble MarginEPS CAGR 30%FYP2 TARGETS(FY19-23)FormoredetailontheFYP2financialtargets,refertotheKPIssectionon
165、page26.YouGov Annual Report&Accounts 202123Strategic reportGovernance reportFinancial statementsAdditional informationSTRATEGIC PRIORITIES IN ACTIONGLOBAL ACCOUNTSSTRATEGY IN ACTIONGLOBAL ACCOUNTSHow our global key account management programme is collaborating with clients and capitalising on the cr
166、oss-sell opportunityFormoreinformation,THE CHALLENGETo understand our clients specific market research needs and develop a solution that addresses the limitations of its existing toolsTHE SOLUTIONDelivered a global brand tracker that wasrelevant,quick and agile and put astructure in place for region
167、al teams toswitch providersTHE RESULTSExpanded our client relationship and established the potential to become asignificant supplier in the longterm24Strategic reportBUSINESS CHALLENGEOur client,one of the worlds largest fast-food companies,which operates several quick-service restaurant(“QSR”)brand
168、s,was a subscriber to YouGov BrandIndex in a handful of markets throughits regional marketing teams.The companys central marketing team,on the other hand,had a global brand image tracker that had been run by a large,established market research player for the past 20+years.The Chief Marketing Officer
169、(“CMO”)was keen to replace the old brand tracker with a new,more relevant and agile solution that could deliver results faster.OUR APPROACHThrough the establishment of our global key account management programme,oursales team was able to capitalise on theopportunity to significantly expand ourlimite
170、d,largely regional,relationship with the client.We worked closely with theCMO and their team to understand thenuanced needs of the business so astocustomise a global brand tracker utilising both syndicated and custom solutions.Our tracker continuously monitorsthe companys various brands anddelivers
171、the real-time results in a palatable format using customised YouGovCrunch dashboards.YouGov entered into a global contract with the client that includes subscription to our syndicated data products on a country-by-country basis,preferential pricing for our fast-turnaround RealTime surveys,and custom
172、 trackers and projects layered ontop of standard tracking metrics.The contract provides the client with the flexibility to choose when and where it uses YouGovs products and services,with the connected nature of our proposition being akey differentiator.THE OUTCOMEYouGov was able to elevate its posi
173、tion within the client from a small supplier of regional brand tracking to become one of the companys key suppliers of research data.YouGov data now feeds the majority of the clients internal brand health dashboards and brand modelling projects.The creation of a custom,affordable and consistent glob
174、al brand tracker at the headquarter level has encouraged the regional teams to gradually move away from their local tracking suppliers to sign onto YouGov data products.Additionally,this collaboration with the client has greatly increased divisional cross-selling within YouGov and the potential long
175、-term opportunity is significant as we continue todeepen therelationship.+20%year-on-year growth in sales6countries subscribed 10new markets covering QSR sector tosupport client needsYouGov Annual Report&Accounts 202125Strategic reportGovernance reportFinancial statementsAdditional informationRevenu
176、e116.6m2017/18136.5m2018/19152.4m2019/20169.0m2020/21Adjusted operatingprofit212.7m18.5m21.8m25.5m10.913.514.315.12017/182018/192019/202020/21Adjusted earningsper share211.5p15.0p18.1p20.8p2017/182018/192019/202020/21KEY PERFORMANCE INDICATORSFINANCIAL KPIs1RevenueAdjusted operating profit and margi
177、n2Adjusted earnings per share2169.0m+11%2020:152.4m25.5m+17%2020:21.8m20.8p+15%2020:18.1pDEFINITION Revenue is recognised in accordance with IFRS 15,to depict the transfer of promised goods or services to customers in an amount that reflects the consideration to which the entity expects to be entitl
178、ed in exchange for those goods or servicesDEFINITION Operating profit excluding separately reported items.Adjusted operating profit margin2 is expressed as a percentage ofrevenueDEFINITION Adjusted profit after tax attributable to owners of the parent2 divided by the weighted average number of share
179、s PURPOSEQuantifies the revenue generated from ouroperations to ensure we are growing our businessPURPOSEMonitors our operating cost levels to ensurewe are benefitting from operational leverage as our business grows PURPOSEMeasures our ability to generate shareholder returns from our operationsOBJEC
180、TIVEDouble Group revenue between 2019and2023OBJECTIVEDouble Group adjusted operating margin2 between 2019 and 2023OBJECTIVEAchieve an adjusted EPS2 CAGR in excess of30%for the period 2019-23Adjusted operating profit margin2%1 For a five-year summary of financial KPIs,refer to page 163 of the financi
181、al statements.2 Defined in the explanation of non-IFRS measures on page 62.26Strategic reportOperating cashgeneration23.6m38.4m38.7m56.6m2017/182018/192019/202020/2112-month panelretention64%Jul 201867%Jul 201969%Jul 202062%Jul 2021Number of clients 2,8723,0753,3443,920 41 44 46 43 Jul 2018Jul 2019J
182、ul 2020Jul 2021OPERATIONAL KPIsOperating cash generation12-month panel retentionNumber of clients and average revenue per client56.6m+46%2020:38.7m62%2020:69%3,920clients+17%2020:3,344 clientsDEFINITION Profit before tax adjusted for finance income/costs,non-cash items and change in working capitalD
183、EFINITION Proportion of panellists who were active 12 months prior to the month cited who arestill active in the month citedDEFINITION Number of clients that provided revenue.Average revenue per client is revenue for the period divided by the number of clientsPURPOSEIndicates the level of cash gener
184、ated from the ongoing commercial activities of the businessPURPOSE Measures the health of the panel by quantifying how well we are retaining engaged usersPURPOSE Monitors the ability of our sales team to bring in new clients while continuing to up-sell and cross-sell to existing clientsOBJECTIVEGene
185、rate sufficient cash from operationsto continue to fund ourorganic growth plansOBJECTIVE Maintain high panel retention to allow us tore-contact panellists and augment ourconnected dataset over a long period of timeOBJECTIVE Ensure we are growing our client-base and increasing revenue generated per c
186、lientAverage revenue per client(000s)YouGov Annual Report&Accounts 202127Strategic reportGovernance reportFinancial statementsAdditional informationBUSINESS MODELOUR BUSINESS MODELWHAT WE DOWe collect and analyse opinion and behavioural data from our proprietary global panel of 17 million registered
187、 members to provide our clients with data and insights to help them plan,develop and evaluate the impact of their marketing and communication activities.OUR MISSION,PURPOSE ANDVISIONOUR MISSIONOur mission is to supply a continuous stream of accurate data and insight into what the world thinks,so tha
188、t companies,governments and institutions can make informed decisions.OUR PURPOSEOur purpose is to empower our global member-base to share their attitudinal,opinion and behavioural data so that organisations can better serve the people and communities that sustain them.OUR VISIONOur vision is for You
189、Gov to be the worlds leading provider of marketing and opiniondata.We want YouGov data to be a valued public resource used by hundreds of millions of people daily,enabling intelligent decision-making and informed conversations.KEY STRENGTHS AND INPUTS Pioneer of online market research Large propriet
190、ary panel with strong panellist relationships Unparalleled depth and breadth of connected data Innovative market-leading technology Internet-based approach enabling rapid delivery andresilience Global reach supported by CenXmodel Continuous reinvestment intobusiness Ethical approach,embracing GDPR R
191、espected brand name and strong media presence Talented,driven professionals Strong culture and reputed management team Robust financial positionUNDERPINNED BY OUR COMPANYVALUESOur teams are encouraged to demonstrate our Company Values intheir day-to-day work:Be fast,Befearless,Getit right,Trust each
192、 other,Respect.Be fastBe fearlessBest panelBest dataBest tools28Strategic reportWHAT MAKES US DIFFERENTOur internet-based approach is a key differentiator as it allows us to keep panellists engaged for longer,connect longitudinal data in a high-value,structured manner and analyse it faster and more
193、accurately.Get it rightTrust each otherRespectContinue investment in product development andtechnology to build aplatform for clients to conduct large-scale engagement and ethical activation Expand the geographic reach and overall quality of our proprietary online panelTarget key client accounts wit
194、h greatest cross-sell and up-sell opportunitiesIncrease efficiency and provide a superior client experience through our CenX model Evaluate acquisition opportunities that help build scale and fill technological gapsPANEL MEMBERSRewards for participation in surveys,and having their opinions shape age
195、ndasEMPLOYEESCompetitive remuneration,attractive culture and personal development opportunities COMMUNITYPublic Data as a resource for organisations to understand public opinionCLIENTSResearch data and insightsthat fulfil their business needsSUPPLIERS AND PARTNERSMutually beneficial relationships bu
196、ilt on sharedvaluesSHAREHOLDERSReturn on investment through share price growth and dividendsMEDIATopical data and research tosupport editorial teamsVALUE WE CREATE FOR OURSTAKEHOLDERSSTRATEGIC PRIORITIES Readmoreonpage22.Readmoreonpage38.YouGov Annual Report&Accounts 202129Strategic reportGovernance
197、 reportFinancial statementsAdditional informationOUR DIVISIONSDESCRIPTIONSYNDICATEDData Products Delivers unlimited access to syndicated data through purpose-built dashboards Sold predominantly on a subscription basis Contracts typically negotiated on an annual basis with pricing based on the size o
198、f the organisation and number of geographies subscribed Training provided to clients during onboarding and ongoing customer support available through global client service teams Mainly consists of our YouGov BrandIndex and YouGov Profilesproducts Taps into the YouGov Cube to provide continuous monit
199、oring of brandfundamentals and a detailed portrait of consumer segmentsRESEARCHData Services Provides clients with fast-turnaround results(24-48 hours)Survey services run daily in most territories Sold on a rate-card basis,ideal for ad-hoc research Pricing dependent on number of questions and type o
200、f audience Highly trained researchers support clients in designing survey questions in line with best practice Mainly consists of our YouGov RealTime product(known as YouGov Omnibus outside the UK and US)Survey results are combined with connected data on respondents,housed within the data-rich YouGo
201、v Cube Findings are delivered in YouGov Crunch,our online data visualisation tool,allowing clients to analyse with unrivalled granularityCustom Research Offers bespoke quantitative and qualitative research services Contracts tailored with clients to meet specific requirements such as custom samples,
202、questions,duration of project,etc.Delivered by sector specialist teams that use industry-specific knowledge to ensure clients receive high-quality end product Services have been strategically re-positioned to better align with syndicated data so that custom projects can draw upon and build on data h
203、eld in the YouGov Cube Results are delivered in line with the clients precise needs,including tailored presentation decks30Strategic reportNEW INITIATIVESDESCRIPTION Includes the new generation of products that are in their infancy and the focus of investment for the future Includes a wide range of
204、products,from our data analytics tool,YouGov Crunch,to our self-service survey platform,YouGov Direct,to YouGov Safe,our cross-device tracker of online behavioural data Product-specific teams responsible for sales and marketing,client delivery and product development Internal project underway to ens
205、ure all incubator products are connected to the YouGov Cube so clients can realise their fullpotentialCLIENT USE CASES Marketing and customer insight Audience identification Social media listening and analytics Win pitches Campaign planning and evaluation Ad tracking and concept testing Marketing ac
206、tivation In-depth data analysis 169.0m2020/21Revenue39%CustomResearch 27%Data Services 34%Data ProductsRevenue by divisionCLIENT USE CASES Audience identification and analysis Media planning and targeting Campaign effectiveness Brand health monitoring Social media listening and analytics Marketing a
207、nd customer insight Generate media PR and coverage Win pitches Campaign planning and evaluation Ad tracking and concept testing New product development Tracking studies such as campaign effectiveness and customersatisfaction Brand health and reputation studies Syndicated studies covering sector or p
208、roduct trends Qualitative research Customer profilingYouGov Annual Report&Accounts 202131Strategic reportGovernance reportFinancial statementsAdditional informationDATA PRODUCTSYouGovs Data Products division comprises our syndicated data products,which are available to clients on a subscription basi
209、sPRODUCTSYouGov BrandIndex allows users to continuously monitor brand fundamentals including brand awareness,advertising awareness,word of mouth,brand health,consideration,purchase intent,and customer satisfaction.It allows brands,media owners and agencies to measure brand health,monitor growth,trac
210、k advertising campaigns and inform strategy.The data is updated daily(or bi-weekly or weekly in some developing markets)and includes over a decade of historical data.Available in 54 countries Approximately 20,000 brands tracked across 40+industries 8 million interviews each yearYouGov Profiles offer
211、s the largest,most detailed andreal-time consumer database updated weekly.It connects cross-sectional data from members ondemographics and lifestyle,brand usage and perceptions,social media engagement,media consumption,online and mobile behaviour all in one place,combining that with attitudes and op
212、inions to build consumer portraits with unrivalled granularity.Available in 49 countries 2.3 million members profiled 2.5 million+data variables globallyYouGov BrandIndex and YouGov Profiles are available separately or as a bundled proposition marketed as YouGov Plan&Track.Data Products also include
213、s several other sector-specific product modules that clients can subscribe to for specialised needs.These modules help clients in selected sectors understand and access market-specific data to help them face unique challenges andunderstand how they can best evolve and succeed.These modules cover sec
214、tors such as travel and tourism(YouGov DestinationIndex and YouGov Global Travel Profiles),sports and gaming(YouGov SportsIndex and YouGov Global Fan Profiles),and charities(YouGov CharityIndex),among others.YouGov Audience Dataenables advertisers to utilise our research-based approach to create pre
215、cise audiences that can be bought across addressable channels and platforms including social,display andTV.YouGov Signal is an analytics tool for tracking digitaland social data feeds across 40+sources,including Facebook,Twitter,Instagram,YouTube andmany more.32Strategic reportCASE STUDYSince YouGov
216、 Global Fan Profiles was launched,with anindustry-leading number of variables related to the e-sports sector,a large,global video game publisher and e-sports rights holder has been leveraging the tool to size and profile audiences for both its established and newly-launched e-sports titles globally.
217、This has allowed the client to understand the size of its overall e-sports fan base for individual titles,as well as fandom at the event,league and regional league level across 32 markets a level of detail not previously offered inany syndicated e-sports dataset worldwide.With data updated monthly,t
218、he tool also enables tracking of new games and events as the client ramps up its e-sports programmes,allowing it to assess opportunities for further growth on an ongoing basis.28%5-year revenue CAGR33%Adjusted operating profit margin1FY21 OPERATIONAL HIGHLIGHTSOur clients often begin their relations
219、hip with YouGov through our syndicated data products offering,as the depth and breadth of our connected data is unique and a highly valued resource.In order to capitalise onthis strength,we reorganised our sales structure tomove from a product-centric to a client-centric approach and have tasked our
220、 new business sales team with the responsibility of expanding our client-base through sales of Data Products.Having a global view of brand perceptions and consumer profiles is becoming an increasingly important factor to winning new clients or growing ourexisting relationships.In response to client
221、demand,we continued to expand the geographic reach of our syndicated data products suite during the year through our panel expansion into 15 new markets.The recruitment of sector specialists has greatly benefitted our syndicated data strategy.Their vast knowledge of the specificities in their respec
222、tive sectors has enabled us to enhance the YouGov Cube with new sector-specific variables,which helps increase the relevance and utility of our data and attract new clients.As a result of the additional granularity,ourtechnology teams have developed several sector modules of our flagship products,Yo
223、uGov BrandIndex and YouGov Profiles.These modules,such as YouGov Fan Profiles,allow clients to access only segments of the dataset that are relevant to them at a lower price point and through dashboards that are optimised for theparticular sector.STRATEGIC FOCUS Continue to build out the YouGov Cube
224、 with more variables,sectors,brands and geographies Develop additional sector modules based on client demand and sector expertise Accelerate sales of high-margin subscription products through the new business sales team and key account management programme Complete transition of client service respo
225、nsibilities for US and Mainland Europe clients to the CenX1 Defined in the explanation of non-IFRS measures on page62.Formoreinformation,YouGov Annual Report&Accounts 202133Strategic reportGovernance reportFinancial statementsAdditional informationDATA SERVICESYouGovs Data Services division provides
226、 clients with fast-turnaround survey services,charged on a rate-card basisYouGov RealTime(known as YouGov Omnibus outside the UK and US)is our fast-turnaround,multi-client omnibus survey service enabling clients to pose questions to nationally representative or targeted audiences.RealTime is underpi
227、nned by YouGovs purpose-built technology and our highly engaged online panel,ensuring you can build surveys,watch live results and interpret robust,reliable data with ease.The size and diversity of theYouGov panel has also enabled us to extend ouromnibus services to highly niche groups,for example B
228、2B,C-Suite Directors and Members of UK Parliament.Our Targeted Field&Tab service uses the same fast-turnaround tools to reach bespoke samples for individual clients where they need a more targeted audience.Available in 46 countries 48-hour turnaround(24-hour turnaround in the UK and US)PRODUCTSFY21
229、OPERATIONAL HIGHLIGHTSAfter an initial period of adjustment at the start of theCOVID-19 pandemic,clients needed to rapidly understand how consumer behaviour was changing sothey could adapt their businesses and capitalise onthe available opportunities.As a result,the Data Services division saw a resu
230、rgence in demand during the period as clients resumed fast-turnaround,tactical project work.Additionally,the division benefitted from the geographic expansion of our panel into new markets as teams were able to offer the YouGov Omnibus service across new panels.As part of the current long-term strat
231、egic growth plan,the Data Services division underwent an operational integration with the Custom Research division in an effort to streamline the research process and deliver higher-quality output and service to our clients.This reorganisation was completed during the periodand has resulted in incre
232、ased efficiency and collaboration between the teams.A good example ofthis collaboration is the introduction of Global Storerooms,a repository of templated questionnaires designed for specific purposes,such as concept testing and ad tests.Clients that need data for such specific purposes in a cost-ef
233、ficient manner,without the need for client service and bolt-ons,will be able to use the Data Services division to run surveys and receive the raw data in YouGov Crunch.34Strategic reportCASE STUDYA creative agency used the YouGov International Omnibus to reach a sample of over 26,000 respondents in
234、25 countries,spanning six continents across the globe.The study focussed on recent changes in consumers attitudes and behaviour during the COVID-19 pandemic.More specifically,it gathered insights around growing environmental consciousness,what platforms they have seen such issues being showcased on
235、and newbehaviours they are adopting for 2021.The agencyused the data gathered to build reports andgenerate PR for its client operating in the financial services sector.Formoreinformation,21%5-year revenue CAGR19%Adjusted operating profit margin1STRATEGIC FOCUS Transition clients requiring minimal su
236、pport toour self-service offering,YouGov Direct Build research capabilities in CenX on a region-by-region basis to service client projects Continue to expand coverage and fill demographic gaps in the panel to enable us torun omnibus surveys more frequently in main markets1 Defined in the explanation
237、 of non-IFRS measures on page62.YouGov Annual Report&Accounts 202135Strategic reportGovernance reportFinancial statementsAdditional informationCUSTOM RESEARCHYouGovs Custom Research division offers bespoke quantitative and qualitative research services delivered by sector specialists to meet a clien
238、ts specific requirementsOur Custom Research experts provide full end-to-end service including sample framing,questionnaire design,analysis,presentations and more.Our sector specialisms include consumer,financial services,gaming and e-sports,media andtechnology,sports,and political and public sector.
239、The division also includes teams specialised in particular areas such as corporate reputation andB2B,education,family and youth,and qualitativeresearch.The division also includes standardised propositions,such as YouGov Consumer Journey Diagnostics andCOVID-19 research,that can be customised forclie
240、nts and delivered in a cost-efficient manner using templated questionnaires that have been carefully designed by our research experts.PRODUCTSFY21 OPERATIONAL HIGHLIGHTSThe Custom Research division has started to reap the benefits of the transformation it undertook under the first five-year plan.Wit
241、h low-margin,labour-intensive research projects phased out,and a new account management structure in place,the teams have focussed on capturing more Cube-aligned tracking work,especially in the UK and Mainland Europe.These client wins have been more long-term,strategic projects that have longer sale
242、s cycles,and clients typically commit to contracts of 12 months or more in length.As a result of this,the Group has a strong sales backlog and increased customer stickiness due to the high switching costs.These tracking studies,although individualised,are multi-wave and often multi-countryand theref
243、ore can be more profitable than ad-hoc projects.The recent progress in the division has been based on increased collaboration with the Data Services division as well as cross-selling of syndicated Data Products asthe teams have come together to service clients.In addition to this,the division has be
244、nefitted from PR work around the US Presidential Election as well as capitalising on market opportunities as companies are increasingly shifting research to online methodologies.36Strategic reportCASE STUDYSince 2016,YouGovs Custom Research division hasbeen working with a leading global technology c
245、ompany,becoming a key research and analytical partner providing multi-sector expertise,insights andthought leadership across an expansive and highly technical research portfolio.YouGovs work with the company has spanned projects across 12+markets,quantitative and qualitative disciplines,and some of
246、the most difficult to reach target audiences.Areas of study include market landscape analysis,brand and product tracking,purchase journey and ownership,and impact of current events.YouGov delivers end-to-end service from advanced questionnaire design and sample target framing to in-depth data analys
247、is and reporting,with learnings used to directly inform product and brand decision-makers as well as company strategy.4%5-year revenue CAGR21%Adjusted operating profitmargin1STRATEGIC FOCUS High-quality delivery of contracted client projects Continue to prioritise more strategic,multi-wave and multi
248、-country tracking studies to benefit from operational leverage Increase headcount and build research capabilities in CenX to deliver on sales backlog in a cost-efficient way Explore ways to increase efficiency throughout the client journey from responding to RFPs to final client deliverablesFormorei
249、nformation,1 Defined in the explanation of non-IFRS measures on page62.YouGov Annual Report&Accounts 202137Strategic reportGovernance reportFinancial statementsAdditional informationOUR STAKEHOLDERSYouGov is committed to delivering long-term sustainable performance for the benefit of our stakeholder
250、s.In this section,we present the groups we have identified as our key stakeholders,summarise what matters to them,and outline how we engage with them both at Board leveland more widely.PANEL MEMBERSNumbering over 17 million people worldwide,our registered members are our largest stakeholder group an
251、d are essential to our success.Engaged,diverse andopinionated members are key to our business.Ensuring effective engagement with our panel of members is central to what we do.WHAT IS IMPORTANT TO OUR PANEL MEMBERSREWARDING USER EXPERIENCEWe aim to provide a rewarding and compelling user experience,c
252、onstantly seeking to optimise the benefit they receive for the effort they put in.HOW WE USE THE INFORMATION THEY SHARE WITHUSYouGov is committed to the ethical use of personal data,and we endeavour to provide clear and comprehensive information for our members aboutwhat data we collect,and how we u
253、se it.SECURITY OF THEIR INFORMATIONWe work hard to ensure that panel members providing information to us have clarity about how we will keep itsecure.HOW WE ENGAGE AT BOARD LEVELAt each meeting,the Board is provided a regular report on the health and representativeness of our panel,and additional“de
254、ep dive”reports are tabled periodically.HOW WE ENGAGE ACROSS YOUGOVKEEPING EMPLOYEES INFORMEDIt is important all staff understand the fundamentals of our panel.We share key panel statistics and information in a dedicated section on Youniverse(our intranet).EMPLOYEE PANEL MEMBERSWe encourage our empl
255、oyees to become panel members so that they can fully appreciate the userexperience.ENSURING A REPRESENTATIVE PANELIt is imperative that our global panel is representative ofthe markets for which we offer services.We invest in technology to reach members who may not be open to a traditional online su
256、rvey approach.Formoreonourpanel,seepage48.38Strategic reportEMPLOYEESTo keep innovating and developing at the rate necessary to attain our strategic objectives,we hire high-achieving,talented employees and in return theyrely on us to provide good employer value.WHAT IS IMPORTANT TO OUR EMPLOYEESEMPL
257、OYER VALUEThe benefits which employees receive in return for the skills and experience which they bring to the business.WORK ENVIRONMENTEmployees want to be safe,comfortable and secure in their workspace whether they are working from home or from our premises.HOW WE ENGAGE AT BOARD LEVELReports on e
258、mployee engagement levels and initiatives are presented to the Board and Remuneration Committee.It is Board policy to hold meetings at locations other than our UK headquarters twice annually to meet employees based in other offices(however,this was notpossible during the reporting year due to COVID-
259、19 travel restrictions).HOW WE ENGAGE ACROSS YOUGOVINTERNAL COMMUNICATIONSWe leverage various platforms for internal communications,including Global Town Halls and our intranet,Youniverse.To enable virtual collaboration between colleagues,we provide tools such as Zoom,Slack and Office 365.DIVERSITY&
260、INCLUSION COUNCILThe Diversity&Inclusion(“D&I”)Council acts as a guarantor of diversity,equity andinclusion at YouGov.It ensures that YouGovs D&I initiatives and objectives are fully aligned with the Companys wider strategy and business plans.DIVERSITY&INCLUSION NETWORKSThe Employee Resource Groups(
261、D&I Networks)create employee communities around their topic to drive engagement and support any D&I Council initiatives.The Network Groups drive awareness and education.COMMUNITYWe supply select data to the public free of charge asapublic service,through our Public Data initiative,andwe support indu
262、stry initiatives which benefit the research community.WHAT IS IMPORTANT TO OUR COMMUNITYFREE PUBLIC DATAProviding free access to high-quality public data gives researchers,academics and the general public access to a store of opinion research that would otherwise only be accessible to those who coul
263、d afford it.SUPPORTING INDUSTRY INITIATIVESAs a key employer in the research and data analytics industry,we have a role to play in supporting initiatives to benefit those working in our industry.HOW WE ENGAGE AT BOARD LEVELThe Board determined that key strategic pillars of FYP2would be a focus on Pu
264、blic Data,and the ethical collection and use of data.Formoreonourstrategicpillars,seepage18.HOW WE ENGAGE ACROSS YOUGOVPUBLIC DATAThrough our Public Data initiatives,we make a wide range of information available for free to the public.Data is freely accessible via our websites and delivered to certa
265、in organisations directly.PARTNERSHIPSWe continue to sponsor the UK Market Research Societys“MRS Pride”initiative in 2021.MRS Pride is designed to provide a platform for LGBTQ+consumer insight and methodology best practice.Our sponsorship has supported events which aim to create a new space and comm
266、unity for LGBTQ+research,insight and analytics professionals as well as educate allies.We also sponsored the Global Women in Technology conference in 2021.Formoreonouremployees,seepage51.Formoreonourcommunityengagement,seepage49.YouGov Annual Report&Accounts 202139Strategic reportGovernance reportFi
267、nancial statementsAdditional informationOUR STAKEHOLDERS continuedCLIENTSOur client-base is predominantly focussed on marketing activities and includes some of the worlds most recognisable brands.Clients rely on our supply of high-quality,accurate data to enable intelligent decision-making and infor
268、med conversations.WHAT IS IMPORTANT TO OUR CLIENTSUNDERSTANDING THEIR NEEDS AND MEETING THEMIt is important that we engage with clients to understand their needs.This enables us to target ourinnovations into areas of demand and remain competitive.VERACITY AND LEGALITY OF THE DATA WE PROVIDEOur clien
269、ts rely upon our data for decision-making,and it is therefore imperative that we conduct our research diligently,ensuring an accurate product which has been obtained in an ethical way.HOW WE ENGAGE AT BOARD LEVELAlongside regular client updates from Executive Management,the Board receives client pre
270、sentations atthe annual Board strategy meeting each year.Feedback from clients is on the agenda at each Board meeting,as part of the CEOs report.The CEO regularly conducts interviews with major clients and reports learnings back to the Board.HOW WE ENGAGE ACROSS YOUGOVKEY ACCOUNT MANAGEMENTWe are ed
271、ucating the business about our client-centric approach so that we are all engaging with our clients in an improved and consistent manner.PRODUCT EDUCATIONWe hold webinars for staff to learn about new products and how to pitch them to clients.For our clients,we offer webinars on how to get the most o
272、ut of our tools,led by subject matter experts.SHARING COMMERCIAL UPDATESA regular feature of our Global Town Halls is an update on client wins and projects,encouraging employees from all departments to understand the key clients for our business and how we are supporting them.Formoreonoursuppliers&p
273、artners, AND PARTNERSWe aim to work with organisations that match our values and share our ethical approach to business.Our supply chain plays a vital role in supporting our growth and enabling us to meet the needs of our clients and other stakeholders.WHAT MATTERS TO THEMCLARITY OF TERMSWe use form
274、al contracts(including master service agreements)with suppliers that are appropriate for thetype of service provided.PAYMENT IN A TIMELY MANNERPrompt payment is always important,but particularly soduring the challenging economic climate this year.MUTUALLY BENEFICIAL RELATIONSHIPSIt is important for
275、our suppliers to benefit from our relationship with them,as we will from them.We are delighted to have key partner relationships in some areas of the business,for example our YouGov GlobalAffiliate Partnerships Programme(helping us topromote YouGov products and services through licensed resellers in
276、 regions where we do not have ourown presence)and our Panel Acquisition partners(working to grow our panel in targeted areas).HOW WE ENGAGE AT BOARD LEVELThe Board receives updates on supplier and partner relationships from the Chief Operating Officer at eachmeeting.HOW WE ENGAGE ACROSS YOUGOVSUPPLI
277、ER ASSESSMENT PROCESSOur due diligence assessment process ensures an efficient onboarding process for suppliers,and we continuously seek to improve the supplier experience.GLOBAL AFFILIATE PARTNERSHIPS WEB PRESENCEEnabling our affiliate partners to demonstrate their partnership with YouGov to their
278、prospective clients through the use of a new dedicated section in our main sales website.40Strategic reportMEDIAOur research is a trusted resource regularly referenced by media outlets worldwide.During the year to 31 July 2021,among our global market research competitors,YouGov ranked second when it
279、 came to the volume of media mentions.In respect of individual countries,YouGov ranked firstin the UK and Germany,and second in the US.WHAT MATTERS TO THE MEDIAACCESS TO ACCURATE DATAJournalists regard us as a trusted source of accurate data,enabling them to quote our research with confidence.TOPICA
280、L RESEARCHAccess to our large proprietary panel enables us to provide quick turnaround on topical research.HOW WE ENGAGE AT BOARD LEVELUpdates are provided to the Board on media mentions and engagement.HOW WE ENGAGE ACROSS YOUGOVCONTENT MARKETING TEAMWe have a Content Marketing team dedicated to cre
281、ating and distributing quality insights based on ourdata.We are known for our independent editorialstance.KEEPING MEMBERS INFORMEDWhere members participate in a survey which results in media coverage,where possible we will inform them so that they can see how their response contributed to a news art
282、icle,for example.Formoreonourengagementwithshareholders,seepage77.SHAREHOLDERSOur Executive Management engages with shareholders regularly throughout the year to ensure they are apprised of our strategic growth plans and financial results.Institutions make up the majority of YouGovs shareholder base
283、,accounting for around 65%of the shareholding at year-end.WHAT MATTERS TO OUR SHAREHOLDERSReturn on their investment and a business operating ina way that is consistent with their expectations.HOW WE ENGAGE AT BOARD LEVELOur Board regularly engages with shareholders on matters such as financial perf
284、ormance and strategy.We hold investor roadshows in the UK and US each year these have been held virtually during the COVID-19 pandemic.Our AGM is an opportunity for shareholders to meet the Board to discuss the Annual Report&Accounts and the work of the Board Committees.Meetings take place between s
285、hareholders and Directors on an ad-hoc basis.HOW WE ENGAGE ACROSS YOUGOVINVESTOR RELATIONSOur Investor Relations Manager,working closely with the Executive Management team,builds relationships with our investors and provides them with high-quality,accurate information.CORPORATE WEBSITEOur corporate
286、website provides streamlined access toall our published corporate data and additional resources for shareholders.ANNUAL REPORT&ACCOUNTSOur Annual Report&Accounts is prepared each year to provide details to our shareholders on the performance of the business and the operation of the Board,and is akey
287、 document for investor engagement.YouGov Annual Report&Accounts 202141Strategic reportGovernance reportFinancial statementsAdditional information3.Board decision2.Board strategic discussionDirectors receive training on their duties to ensure their awareness of their responsibilities.The Board is sat
288、isfied that information provided is of sufficient quality to aid its decision-making;seeking assurance if required.The Boards decisions arecommunicatedto wider stakeholders.Actions are taken to implement the Boards decisions.The Board takes into considerationS172 factors in its strategicdiscussions,
289、such as the long-termimplication of decisions on the business and the impact on stakeholders.Presentations to the Board by both internal and external subject matter experts,and external advisors.Information is provided in Boardpapers which take into consideration the views of stakeholders(e.g.major
290、shareholder input on reporting).Template Board papers nudge the writers to consider stakeholder interests.1.Board informationSECTION 172 STATEMENTOUR APPROACHUnder S172(1)of the Companies Act 2006(“S172”),the Directors ofYouGov plc(the“Company”)are obligated to act in the way theyconsider would be m
291、ost likely to promote the success oftheCompany for the benefit ofits members as a whole(itsstakeholders includingshareholders).In doing so,the Directorsmust have regard(among other matters)to:(a)the likely consequences of any decision in the longterm;(b)the interests of the Companys employees;(c)the
292、 need to foster the Companys business relationships with suppliers,customers and others;(d)the impact of the Companys operations on the community and the environment;(e)the desirability of the Company maintaining a reputation for high standards of business conduct;and(f)the need to act fairly as bet
293、ween shareholders of theCompany.YouGovs governance framework is conducive to Board-level decisions being made with stakeholder interests,and the longer-term impact,in mind.On the following page are examples of how the Board of Directors considered matters and reached decisions,demonstrating howthey
294、have had regard for S172 when discharging their dutiesthis year.FormoreinformationonthegroupswehaveidentifiedastheCompanyskeystakeholdersandhowweengagewiththem,seepages38to41.42Strategic reportLAUNCHING THE ESG ROADMAPRETURNING TO OUR OFFICES AFTER COVID-19MONITORING PANEL HEALTHSTAKEHOLDERS STAKEHO
295、LDERS STAKEHOLDERS SECTION 172 CONSIDERATIONSSECTION 172 CONSIDERATIONSSECTION 172 CONSIDERATIONS MATTER FOR DISCUSSIONThe Board determined that there was a need tobetter communicate to stakeholders about YouGovs activities in ESG.MATTER FOR DISCUSSIONFollowing our successful emergency response to t
296、he COVID-19 pandemic in FY20,the next challenge was to consider how YouGov employees could safely return to our offices aslockdowns eased.MATTER FOR DISCUSSIONOur panel of members is our largest stakeholder group and the“health”of the YouGov Global Panel is of key strategic importance to the busines
297、s.Panel“health”is a business metric thattakes into consideration panellist retention,satisfaction,and survey completion rates.The Board determined it was necessary to understand how comparable competitors were currently investing in and managing their panels.HOW THE BOARD CONSIDERED S172Acknowledgin
298、g the increasing importance ofESGon major shareholders agenda,management proposed an approach for the Boards consideration which consisted of a newESG Roadmap with a focus on improving communication on ESG with key stakeholders.In reviewing the suitability of the proposal,the Board considered the ef
299、fectiveness of the existing ESG policies and procedures in supporting the Companys objectives in this area.The Board considered guidance from ESG specialist advisors on trends and regulations on ESG reporting and the results of an employee engagement survey on ESG which identified that employees wer
300、e not fully knowledgeable about ESG nor YouGovs approach to ESG.HOW THE BOARD CONSIDERED S172 The Board received updates at each meeting during FY21 on the status of the Companys COVID-19 response and the work of the Return toOffice Working Group in determining the bestapproach for a safe return to
301、the office.In assessing the reports provided,the Board took into consideration the impact of the operational changes onmultiple stakeholder groups(employees,clients,suppliers and shareholders).In the case of employees,management surveyed employees for their views on post-pandemic working arrangement
302、s.The Board considered how the increased flexibility of working location during the pandemic had proved valuable to some employees,with no negative impact on productivity,and that it was important for the business to continue to offer this flexibility beyond the end of the pandemic.HOW THE BOARD CON
303、SIDERED S172 The Board received a regular report at each meeting with analysis of panel representative capability,acquisition and churn,costs and overall health.At the request of the Board,taking into consideration the importance of panel members as a stakeholder group,management conducted research
304、into how other companies manage their panels and delivered a deep-dive report to the Board.The report covered multiple areas including anti-fraud measures,reward practices,user interfaces,survey invitation frequency and overall panel member experience.In discussing and considering the learnings of t
305、hereport,the Board considered both the panel member experience and the impact that panel health has on our ability to meet the Companys strategic growth plans as expected by our shareholders.OUTCOMES AND ACTIONS ESG Roadmap launched in June 2021,as part of a series of internal events with ESG focus
306、to celebrate the Companys 21st anniversary since founding.Remuneration Committee to consider ESG specific objectives for the Executive Directors for FY22.ESG Roadmap to continue to be developed and strengthened over time.OUTCOMES AND ACTIONS YouGov has continued to remain fully operational the year,
307、responding in an agile manner tothe intermittent periods of lockdown and easing globally.Cross-functional corporate services team(HR,Governance and Facilities)created a plan for safe return to offices which has been operational throughout the year.Policy for offering employees ongoing flexibility in
308、respect of working arrangements(e.g.remote working or hybrid working)has been approved and is planned for launch in H1 FY22.OUTCOMES AND ACTIONS Review of panel health remains a standing item at each Board meeting,reflecting its importance to the Board in its consideration of our stakeholders.Panel
309、team continues to innovate to improve the panel member experience,assessing where areas of best practice identified in theirresearch could be utilised to enhance our panel management strategy.the likely consequences of any decision in the long term the interests of the Companys employees the impact
310、of the Companys operations on the community and the environment the desirability of the Company maintaining a reputation for high standards of business conduct the need to foster the Companys business relationships with suppliers,customers and others the need to act fairly as between shareholders of
311、 the Company Key Panellists Employees Community Clients Suppliers and partners Shareholders MediaYouGov Annual Report&Accounts 202143Strategic reportGovernance reportFinancial statementsAdditional informationESG REPORTHIGHLIGHTS YouGovs core mission is to give people a voice.Keeping our ESG practice
312、s relevant and fit for purpose.Governance has a key role in our strategic plan.Stephan Shakespeare,Chief Executive Officer,updates us on YouGovs approach to ESG factorsAPPROACHQ:WHAT IS YOUGOVS APPROACH TO ESG?A:YouGovs core mission is to give people a voice.We measure and analyse what the world thi
313、nks thatmeans representing all opinions and viewpoints accurately and fairly.It demands that we operate ethically in everything that we do,from how we collect data from our panel members,to howwe service our clients and how we handle our employee data internally.That makes ESG core to what we do.It
314、is not a separate initiative or project,because our responsibility to protect the privacy of our stakeholders and the integrity of our data is key to oursuccess.“Respect”our fifth Company Value,introduced this year is key tobuilding trust with our stakeholders,and were fully committed to treating ou
315、r panel members,our clients and our employees with the utmost respect.It is YouGovs social mission to make peoples opinions heard for the benefit of the wider community and social value.Our commitment to public data is our unique contribution and strength.We provide a huge amount of our data for fre
316、e.The data consists of thousands of interviews conducted daily and is fully accessible on our public websites(such as yougov.co.uk/topics).This data helps us represent everyones voice and provide free access to the best and most complete store of opinion research.We also support academia and some ch
317、arities with free polling.An example of this is our contribution to the Heads Together mental health campaign,led by TRH The Duke and Duchess of Cambridge and The Duke of Sussex.Our research for Heads Together focussed on the way young people talkabout their mental health,helping the charity underst
318、and behaviours and opinions in order to support their mental health agenda.We will continue to invest in Public Data to strengthen our ESGimpact,as we are in aunique position to make a difference by doing what were best at:opinion polling and market research.The most effective approach to ESG is to
319、focus on what youre best at.Strategic report44FY21 HIGHLIGHTSQ:WHAT ARE THE ESG HIGHLIGHTS OF THE LAST12MONTHS?A:During the last 12 months,weve made good progress against our ESG plans.In June 2021,we held an internal celebration with our employees on the occasion ofYouGovs 21st birthday,and the the
320、me of the celebration was our social mission.We used this opportunity to mark important ESG milestones such as the launch of our Global Code of Conduct&Ethics,and the publication of our ESG Roadmap and of our Group Environmental Policy.The last 12 months also saw the launch of our Diversity&Inclusio
321、n Council,made up of senior leaders at YouGov,and the establishment of Employee Resource Groups(D&I Networks)around various diversity and inclusion topics(Gender,Race and Culture,LGBTQ+andAllies,Abilities,Mental Health,Responsible Innovation and Technology,and Diversity in Research).Through thenetwo
322、rks,we have held webinars and events for all employees on various topics,to drive positive engagement around diversity and inclusion.More recently,we launched our Gender Equality Plan,which includes a roadmap with a set of initiatives aimingto improve gender equality at YouGov.We are committed to pr
323、oviding staff with regular updates on our progress against targets in the plan.We are an Equal Opportunities Employer and had noted feedback from employees that there were areas of gender equality where we could improve,such as the gender pay gap.The plan considered our employees feedback through an
324、 engagement survey that we ran globally with our employees to collect their views on this very importanttopic.ENVIRONMENTALQ:HOW DOES YOUGOV MONITOR THE ENVIRONMENTAL IMPACT OF ITS OPERATIONS?A:As an online business,we are fortunate to have limited environmental impact,but we are not complacent,and
325、we proactively seek to reduce that impact.Our largest areas of emissions are energy usage(especially in our office locations)and business travel.In 2019/20,wepublished our first SECR Report which detailed ourenergy usage and carbon emissions for our UK operations.Our carbon output for the year has r
326、educed 63.71 tCO2e(2020:170 tCO2e),driven in part by office closures during COVID-19 lockdowns.We were also happy to submit our SECR data to contribute to a UK study led by the Market Research Society(MRS),on carbon emissions by the market research industry.Our Global Facilities team works to identi
327、fy where we can reduce energy usage and waste creation at our premises,for example by using electricity from renewable sources at our London HQ.However,we are mindful that as business travel resumes post-pandemic,we would expect to see those related emissions increase and we will make it a focus to
328、identify howwecan limit travel to less environmentally impactful methods.To support our efforts to reduce our impact as a business,we launched our Group Environmental Policy during the year.This policy requires our employees to be mindful of the environmental consequences of theirday-to-day role and
329、 to instil good practice.We launched the new policy during our 21st birthday celebrations and were delighted to donate to the World Land Trust to plant 1,000 new trees,contributing to rebuilding forest ecosystems.Q:HOW DO YOU ANTICIPATE YOUR REPORTING ONENVIRONMENTAL FACTORS TO CHANGE IN COMING YEAR
330、S?A:In our ESG Roadmap,we have outlined how we plan to focus our environmental reporting in coming years:We expect the recommendations of the Task Force on Climate-Related Financial Disclosures(TCFD)will become mandatory in coming years,including for AIM-listed companies.We have included preparation
331、s for this reporting within the roadmap so that we can be prepared to make any necessary disclosures.Gathering this data will also inform our internal policies and practices.In Year 2,we have committed to assessing our non-financial KPIs and personal objectives metrics in relation to our ESG commitm
332、ent,as we seek to disclose further meaningful non-financial information to our stakeholders.Our roadmap is not exhaustive,and we anticipate it to develop over time,as we identify new areas of relevant reporting and analysis.SOCIALQ:IN WHAT WAYS DOES YOUGOV MAKE A POSITIVE IMPACT ON SOCIETY?A:We stro
333、ngly believe in the power of data and in making everyones opinions heard for the benefit of the wider community.We share our data with the public in the form of public data and by supporting academia and charities with our research.We are dedicated to making sure that our research and data are free from biases and that our panel is inclusive and represents the voices of those who are usually under
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