Side by side
| Criterion | Rascasse | YouGov |
|---|---|---|
| Method | AI-based analysis of aggregated digital behaviour signals (search, social, video, events, sponsorships, points of interest), not surveys | Online panel with continuous survey |
| Coverage | 500,000+ data points in 200+ countries, including 50,000+ brands and 100,000+ media channels | 30 million+ panel members, 49 markets, 2 million+ datapoints |
| Update frequency | Quarterly, with up to ten years of history (4 to 10+ years depending on the market) | Collected daily, refreshed weekly |
| Finest geographic level | Region, city and postal code, where available | Market and region |
| New audiences | Any audience you define, live in 24 hours; a new brand in 2 hours | Brands and categories included in the questionnaire |
| Measures attitudes | No. Behaviour only | Yes: the core strength |
| Sponsorship | Yes: partner search, fit and impact, with 31,000+ sponsorship deals (18,000+ sponsors, 57 sports, 130 countries) | YouGov Sport |
| Access | Web (Rascasse Solution), exports and decks; API and MCP as part of your agreement | Web, API, activation integrations |
Where YouGov is stronger
- Attitudes and perception. Consideration, purchase intent, trust and stated preference exist only as answers to questions. No volume of behaviour signals contains them.
- Representative by design. A weighted panel is built to represent a population. Behaviour data reflects the people who are active online, and we say so on our methodology page.
- Faster refresh. Collected daily and refreshed weekly, against our quarterly updates. For perception tracking week by week, that matters.
- Custom questions. A panel can be asked something new. Behaviour data can only answer what behaviour already shows.
Where Rascasse is stronger
- Geographic resolution. Region, city and postal code, where available, against market and region. This follows from sample size, not effort: panel cells thin out quickly below regional level.
- You decide what is measured. Any audience from brands, clubs, artists, events or media, live in 24 hours, including the smaller properties nobody put into a questionnaire.
- No recall gap. Nothing is remembered or self-reported, so the gap between what people say and what they do does not enter the measurement.
- One method in 200+ countries. The same approach in every market, so you can compare countries without switching instruments.
- Inside your AI assistant. As part of your agreement, the data can be queried from Claude or ChatGPT via MCP, or through the API.
Where the two overlap
Both describe who an audience is: demographics, interests, media use. For that overlap the question is representativeness against resolution. YouGov is representative by construction but stops at regional level. Rascasse resolves to postal code, where available, but reflects observed activity rather than a weighted sample. They fail in different directions.
When to use both
The combination most teams end up with: behaviour data to screen a wide field and to resolve geography, panel research to test the shortlist in depth and measure what people think of it. In sponsorship, behaviour analysis narrows hundreds of properties to five on audience fit and geography (sponsorship matching), and a survey then tests brand fit and perception on those five, where attitude measurement earns its cost.
Do not merge figures from both into one number. They measure different things on different bases, and a combined figure is not more accurate than either. It is just harder to explain.
Making the case to finance
Whichever provider you choose, the budget owner will ask what it costs, what it delivers and how to check it. With Rascasse the Annual fee per market or region is agreed upfront, own audiences come as credits (one credit is one audience in one country), and every result is a chart, a deck or an export that someone outside the analysis can check. Teams without their own analysts can buy the answer instead, as an Insights Report.
How to test it
The fair test is one real question, answered both ways. Pick a question you already answer with YouGov, for example which regions your target audience is strongest in, or which sponsorship properties fit it. In a Proof Case we answer it for one market and up to three audiences in three weeks, at a fixed price, and present the result to the person who decides on the budget. You then put both answers next to each other and judge where the difference matters for your decision.
Sources
- YouGov Profiles: https://yougov.com/business/products/profiles, retrieved 13 September 2026.
- Rascasse figures: our own published coverage, October 2026.
We do not measure or test other providers' products. Everything stated about them here is their own published claim or description. If a figure has changed, tell us and we will correct it.
