Will Ullstein, UK CEO of YouGov: What the Next Generation Really Thinks

What if you could see around corners and spot shifts in consumer behaviour years before they show up in your pipeline? In this episode of Voice of the Agent, Simon is joined by Will Ullstein, UK CEO of YouGov, to unpack what their data is really telling us about Gen Z, tomorrow’s consumer, and what that means for the property industry. They discuss why your own customer data will only ever tell part of the story, how nationally representative research fills in the gaps, and the very real strategic risk of running your business purely on gut feel and portal dashboards. Will explains how YouGov’s panel works (including why people happily share Netflix viewing and bank data), how even a single omnibus question can unlock a full 360° picture of your ideal customer, and why research is no longer just for big brands with six-figure budgets. They also dive into AI: from using it to analyse open-ended responses in seconds, to YouGov’s new AI interviewer and data-driven personas that let you “talk” to your target audience before you spend a penny on campaigns. Simon and Will also tease a new collaboration designed to give independent estate and letting agents access to serious YouGov and Experian firepower at an entry-level price – plus there’s time for pillow-fight stats, beans on toast, and the surprisingly wobbly career path from failed actor to CEO. If you care about where the market is heading, how Gen Z will reshape expectations, and how to make better decisions with proper evidence rather than hunches, this conversation is a must-listen. Follow the podcast, hit play, and if you enjoy it, leave a review so more agents can find the show.