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Online marketing firm YouGov said corporate clients are increasingly turning to the pollsters to explain the world of Facebook and Twitter.
YouGov chief executive Nadim Zahawi said clients were taking social networking websites seriously but needed to know whether online chatter around a particular issue could affect their business.
He said: “You can download loads of Tweets but what do they really mean? YouGov's unique selling point is online research you can rely upon.”
The shares rose four per cent today to 42.5p after YouGov announced it will hit full-year forecasts when it unveils annual results in April. As expected, the polling firm was more profitable in the second half of its financial year to 31 January.
YouGov is adding to pre-general election fever by launching what it claims will be a “revolutionary” daily poll of 1,000 people to track voters' intentions.
“Elections are a great shop window for our products,” said Mr Zahawi, although politics generates fewer than five per cent of revenues.
YouGov had a torrid time a year ago as, like most of the marketing sector, profits slumped in the recession. But its finances look more robust as it had a cash balance of £15 million at 31 January which can fund expansion, particularly in Germany, which is regarded as a growth market.
