YouGov has a strong growth record and its investment in building its data-driven products and services is steadily improving its earnings’ quality. This is also helped by the shift in its custom business to more tracking studies and a greater use of data already held in the Cube, the group’s proprietary multi-dimensional database. The strong balance sheet (net cash of £23m at end FY17) is funding continuing investment in panel and new applications, as well as allowing for an increased dividend payout. The rating reflects the growth record and continued good prospects.

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