YouGov profiles Lite:
YouGov is a UK tool which gathers information about the users/customers of a different brand. There are six sections; demographics, lifestyle, personality, brands, entertainment, online and media. YouGov gathers their information based on online surveys as well as national statistics.
The demographics displays their left over monthly money, region, profession, gender, age and whether they’re left wing or right wing on the first page. This indicates the geographical variants between each brand.
The lifestyle indicates more personal information about a typical user. Such factors include most likely pet, favourite foods and sports, hobbies, and interests. The most common interests are cast by votes from a list.
The personality section has a few statements about a person, including but not limited to where they get their information, whether they prefer tabloids or broadsheets, where they like to drink and if they would volunteer. It also lists how they would describe themselves and how they might act on another day.
The brands section indicates where they shop, which bank they use, brands they also use, the type of car they drive and clothing labels. Some of the brandsare in the same industry, and vary between basic and premium.
The entertainment shows what the user likes to do in their spare time. There are four categories divided into TV shows, films, music artists and celebrities.
Their online habits show their social media and internet activity, such as who they like on Facebook, which twitter accounts they follow, the websites they search for in Google and the apps they have on their mobile.
Finally, the online section shows their media type and habits. Categories include which newspapers and magazines they read, how long they spend online, programs most recently watched and how long they watch TV for.
Unfortunately, the tool only works for brands used in the UK, and there are no other international equivalents of YouGov. There are also sections missing, such as marital status, employment status, religious beliefs and causes they support.
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