Case Study: Legal & General achieves rapid insight on US Millennials’ home ownership challenges with YouGov Surveys

How Legal & General achieved rapid insight by targeting with YouGov Surveys

Legal & General, a UK-based financial services group, sought to understand the attitudes and barriers to home ownership for US Millennials, including affordability, COVID-19 impacts, and student debt. To achieve rapid insight, they turned to the vendor YouGov and utilized its YouGov Surveys: Self-serve product to target this specific audience.

Using YouGov Surveys: Self-serve, Legal & General efficiently surveyed 875 US Millennials who did not own property. The solution provided by YouGov revealed significant data on financial barriers and generational challenges, which became the foundation for a thought leadership series. The study was widely covered in the US press and directly informed the company's business strategy.

Legal & General

Edyta Borowy

Group Brand Insight Manager