YouGov Adds Support for MCP AI Data Access

YouGov has announced support for the Model Context Protocol standard (MCP), allowing clients to connect its data directly into their AI-native workflows and agent environments.

YouGov's data comes from its panel of millions of registered members across 64 markets, covering around eighteen million shopping trips and millions of interconnected data points.

MCP is an emerging standard which allows agents and AI applications to query data sources directly using natural language, removing the need for users to log into a dashboard, run manual exports or construct API calls in order to access data. YouGov's new capability is designed for AI engineers, data scientists, model builders and enterprise insights teams, and is available immediately for its Profiles and custom research data, in its Crunch data analysis tool. Access to / integration with YouGov BrandIndex is planned for a future release.

Clients can already access the data in YouGov products via API; or work with respondent-level data exports for modelling, segmentation, MMM and data lake use cases. MCP support adds a third option: natural language access to the company's data inside AI tools and agent environments.

CEO and co-founder Stephan Shakespeare (pictured) comments: 'The combination of a 30-million-member verified global panel, continuous daily data collection, and now native integration into AI agent environments adds up to something the market has not seen before: a human intelligence infrastructure layer that operates at AI speed. MCP is the move that makes YouGov's data accessible wherever intelligence is being built, not just wherever research is being commissioned.'

The firm's home page is at www.yougov.com .