YouGov Ratings measures the popularity and fame of anything and everything, based on millions of responses from the British public. It is the biggest and boldest attempt ever made to quantify what Britain thinks. YouGov is doing this by publishing nationally representative popularity scores for thousands of things. YouGov Ratings is built on top of our accurate and precise methodology, which the Pew Research Center says "consistently outperformed" other online polling companies.
Based on millions of responses, and growing daily
Each popularity rating is then connected in our enormous data set to offer deeper insight into fans of these things. For example, we show you who the fans of each thing are not only in terms of age-group and gender but all the other things they especially like, giving you a real sense of what distinguishes different groups in the population.
How are YouGov Ratings results calculated?
You will see on the Ratings Pages we’re showing a lot of data and information. Below is an explanation of the results you see on the page and how they are calculated.
For each thing in YouGov Ratings we show nationally representative popularity percentage scores. The positive popularity score shown in a green box at the top left of the page is calculated by taking the proportion of people who view something positively and showing it as a percentage of all of the people who have given any opinion about that thing, including “have heard of”. The same calculation is used for the neutral, negative and heard of percentage scores shown across the top of the page.
Our data mirrors the demographics of Great Britain and is weighted to be nationally representative. Nice and simple!
How is the YouGov Ratings data weighted?
As with any nationally representative survey, we use weighting to fine-tune the demographic balance of the YouGov Ratings sample. We calculate weight values using rim weighting (raking), which ensures that the marginal proportions in the sample match those of the target population across a set of key demographic variables.
In Great Britain, the key demographic variables we target and weight to are:
- Gender
- Race
- Age
- Education
- Politics
