Story of Stephan Shakespeare: Founder and CEO of YouGov -Entrepreneur
Biography of Stephan Shakespeare:
The Start of a Data Revolution
In the year 2000, Stephan Shakespeare co-founded YouGov alongside Nadhim
Zahawi. Both had backgrounds in politics and a strong vision for using the
internet to revolutionize how market research was conducted. At a time when
most research firms relied on telephone or in-person surveys, YouGov broke
ground as an internet-based polling company, offering quicker and broader
access to public opinion.
Building a Strong Foundation
Over the next decade, Stephan served as YouGov’s Chief Executive, growing the
platform with a commitment to accuracy and digital-first methods. YouGov
quickly earned credibility in the industry and became known for its reliable
polling and insightful data, especially during election cycles. This decade
laid the groundwork for future expansion.
Expanding Horizons and Acquisitions Begin
YouGov’s global footprint began expanding in 2011 with the acquisition of Definitive
Insights in the U.S. for $1 million. Around the same time, they opened an
office in Paris—marking their first organic international growth. These moves
signaled YouGov's ambition to be more than just a UK-based pollster.
Entering Asia-Pacific
In January 2014, YouGov made its way into the Asia-Pacific region by acquiring Decision
Fuel, a Hong Kong-based firm, for around £5 million. That same year, the
company launched YouGov Profiles, a tool that gave clients detailed
audience segmentation insights based on how people interacted with both
traditional and digital media. It became one of their flagship offerings.
Leadership and Methodology Evolution
In 2016, Peter Kellner stepped down as chairman, and YouGov adopted an
innovative polling technique called MRP—multi-level regression and
post-stratification. This approach significantly improved accuracy and was used
in political polls, including the Brexit referendum. It allowed YouGov to
provide region-specific predictions with high precision.
Making Headlines in Elections
During the UK General Election of 2017, most polling companies predicted a
solid Conservative majority. YouGov stood out by predicting a hung
parliament—and they were right. Their MRP model also correctly forecasted
surprising results in key constituencies like Kensington and Canterbury,
further cementing their credibility.
Reaching Australia and More
Later in 2017, YouGov acquired Galaxy Research, an Australian market
research firm. This move helped YouGov tap into the Australian political and
consumer research scene. Galaxy was well-known for its opinion polling across
federal and state elections, published in major newspapers like the Herald
Sun and Courier-Mail.
Navigating a Pandemic and Global Growth
In 2020, YouGov acquired Wizsight, an Istanbul-based research firm,
leading to the creation of YouGov Turkey. That same year, they partnered
with Imperial College London to conduct extensive COVID-19 opinion
polling. These insights helped governments and organizations understand public
attitudes during the pandemic.
Expansion Through Acquisitions
The acquisition spree continued in 2021 with firms like Charlton
Insights (Canada), LINK Marketing Services AG (Switzerland), and Faster
Horses (Australia) joining the YouGov family. They also acquired Lean
App and Rezonence to expand capabilities in financial data and
incentivized surveys. Additionally, YouGov Safe was launched to let
users voluntarily share browsing data under strict privacy standards.
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Gaining Strength in Europe
In July 2023, YouGov made headlines by agreeing to acquire the consumer panel
business of GfK, a leading German research company, for €315 million.
This was one of its largest acquisitions. In August, founder Stephan
Shakespeare mentioned possibly moving the company's listing to the U.S. for
better market support. Though later clarified as not imminent, it indicated
YouGov’s increasing international ambitions.
Strengthening US and NZ Presence
By January 2024, the GfK acquisition was complete. Shortly after, YouGov bought
KnowledgeHound, a Chicago-based data firm, and Yabble, a New
Zealand generative AI company, for £4.5 million. These moves enhanced YouGov’s
technological edge and data analytics capabilities significantly.
Return of the Founder as CEO
In February 2025, Stephan Shakespeare returned as interim CEO, replacing Steve
Hatch. Having previously served as CEO until 2023 and later as Chairman,
Stephan’s return signaled a strategic recalibration for the company. Under his
leadership, YouGov looked to further solidify its global standing and adapt to
fast-changing tech trends in data and research.
Inside the YouGov Engine
YouGov’s strength lies in its extensive panel of over 24 million global
respondents. Its polls are internet-based and demographically balanced,
offering a modern, fast, and accurate alternative to traditional polling. Their
in-house database, the YouGov Cube, stores users’ opinions and behaviors
across countless topics.
Accuracy and Accountability
Despite some controversies—like the 2017 claims from former employee Chris
Curtis about suppressed polling—YouGov has maintained its reputation for
transparency. Curtis later withdrew his allegations and acknowledged internal
concerns over methodology. Former chairman Peter Kellner confirmed that only
minor adjustments were made before publishing final results, ensuring
credibility was not compromised.
A Trusted Name in a Changing World
Today, YouGov is a publicly traded company based in London with a vast global
presence and over 64 competitors in the data and research space. With products
like BrandIndex, Omnibus, and Custom Research, and a
reputation for reliability, the company remains a trusted partner for
governments, media, and global brands seeking to understand the public pulse.
Timeline: Stephan Shakespeare & YouGov
- 2000
Stephan Shakespeare and Nadhim Zahawi co-found YouGov as an internet-based market research company in London, UK.
- 2000–2010
Stephan serves as CEO, building YouGov into a reputable and innovative player in the polling space.
- 2011
YouGov acquires Definitive Insights (USA) and opens a new office in Paris.
- 2012–2013
Stephan chairs the UK government’s Data Strategy Board and leads the Shakespeare Review on public sector information.
- 2014
YouGov acquires Decision Fuel (Hong Kong) and launches YouGov Profiles, a media and audience segmentation tool.
- 2016
Peter Kellner steps down as Chairman. YouGov adopts the MRP polling method, first used in the Brexit referendum.
- 2017
YouGov accurately predicts a hung parliament in the UK General Election using MRP. Acquires Galaxy Research in Australia.
- 2020
Acquires Wizsight in Istanbul and launches YouGov Turkey. Partners with Imperial College London for COVID-19 polling.
- 2021
Acquires: - Charlton
Insights (Canada)
- LINK
Marketing Services AG (Switzerland)
- Faster
Horses (Australia)
- Lean
App (financial data)
- Rezonence
(incentivized surveys)
Launches YouGov Safe for ethical data-sharing.
- July
2023
YouGov agrees to acquire GfK's consumer panel business for €315 million.
- August
2023
Stephan suggests a possible move or secondary listing in the US for better market support.
- January
2024
Finalizes GfK consumer panel acquisition. Also acquires KnowledgeHound (USA).
- August
2024
Acquires Yabble, a New Zealand-based generative AI firm, for £4.5 million.
- February
2025
Stephan Shakespeare returns as interim CEO after Steve Hatch steps down.
