YouGov is an international market research and data and analytics group offering a data-led suite of products and services including YouGov BrandIndex, YouGov Profiles and YouGov Omnibus and custom research.
The pre-close update for the six months to end January indicated a good H1, driven by continued progress in Data Products & Services (dominated by BrandIndex and Profiles) and margin improvement in Custom Research. FY19e results are now likely to come in ‘slightly ahead’ of market expectations, with better visibility on the degree possible with the interim figures, due 2 April. The group recently held a CMD showcasing the increasingly sophisticated way in which its clients use its outputs and its own continuing focus on innovation, The share price puts YouGov on a rating well ahead of sector peers, but considerably below the listed SaaS subscription businesses with which it has increasing commonality.
Global MR continues to go through an extended period of change, fuelled by vast quantities of data leading to a proliferation of tools to manipulate it. This has brought in influential new players to the market, some from the technology angle, but also global consultancy and tech sector majors, and from in-house teams at client companies. The GDPR has altered the system of consumer consent. YouGov’s highly permissioned model provides a competitive advantage, including over tech companies such as Facebook and Google.