YouGov Adds MCP Access to BrandIndex

YouGov has extended its Model Context Protocol (MCP) capability to its BrandIndex solution, allowing clients to access the long-established brand tracking datasets via a conversational interface, without leaving the workflows of major GenAI tools including Claude, ChatGPT and Microsoft Copilot.

Clients can also connect to the dataset - which includes data on awareness, consideration, purchase intent, competitor comparisons, market cuts and time series - via their own internal tools. BrandIndex tracks brands on a daily basis, which means teams can get up-to-the-minute answers reflecting the success of campaigns or other trends and changes.

The firm has already made its Profiles and custom research data available via MCP. The new offering connects directly to the BrandIndex API, with existing BrandIndex permissions governing who has access to data. Query data is stored so that users to not have to rebuild queries every time. YouGov says that following consultation with its clients, the MCP serves queryable, aggregated brand metrics and leaves interpretation to the client's own AI environment - the MCP layer is 'thin', handling only core protocol tasks and leaving teams' own brand health data inside their platform.

CPO Joe Razza (pictured) comments: 'YouGov BrandIndex has long been a core part of how many leading marketing and insights teams measure and act on brand health. We understand the way they work is changing and the BrandIndex MCP allows the data they rely on to be fully integrated into AI-native workflows.' CEO and co-founder Stephan Shakespeare adds: 'AI-native workflows rely on the quality of the data flowing into them. YouGov has spent decades building a 30-million-member global panel with continuous daily data collection into the world's most trusted source of human attitudinal data. Extending our MCP capability to BrandIndex delivers brand and insight teams a human intelligence infrastructure layer that operates at AI speed. It is yet another way we are making quality data available wherever intelligence is being built.'

Web site: www.yougov.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.