Critical Analysis: YouGov (OTCMKTS:YUGVF) & Forrester Research (NASDAQ:FORR)

Forrester Research (NASDAQ:FORR) and YouGov (OTCMKTS:YUGVF) are both industrials companies, but which is the superior business? We will compare the two companies based on the strength of their valuation, analyst recommendations, risk, dividends, earnings, institutional ownership and profitability.

Profitability

This table compares Forrester Research and YouGov’s net margins, return on equity and return on assets.

	Net Margins	Return on Equity	Return on Assets
Forrester Research	-11.17%	6.19%	1.93%
YouGov	N/A	N/A	N/A

Analyst Recommendations

This is a breakdown of current recommendations for Forrester Research and YouGov, as provided by MarketBeat.

	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
Forrester Research	1	1	0	0	1.50
YouGov	0	0	0	0	0.00

Earnings and Valuation

This table compares Forrester Research and YouGov”s revenue, earnings per share and valuation.

	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
Forrester Research	$396.89 million	0.57	-$119.36 million	($2.25)	-5.24
YouGov	N/A	N/A	N/A	$0.00	905.80

YouGov has lower revenue, but higher earnings than Forrester Research. Forrester Research is trading at a lower price-to-earnings ratio than YouGov, indicating that it is currently the more affordable of the two stocks.

Insider and Institutional Ownership

55.2% of Forrester Research shares are owned by institutional investors. Comparatively, 38.5% of YouGov shares are owned by institutional investors. 40.7% of Forrester Research shares are owned by company insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a company is poised for long-term growth.

Summary

Forrester Research beats YouGov on 6 of the 9 factors compared between the two stocks.

About Forrester Research

Forrester Research, Inc. operates as an independent research and advisory company in the United States and internationally. The company operates in three segments: Research, Consulting, and Events. The Research segment primary subscription research services include Forrester Decisions, Forrester Research, and SiriusDecisions Research, which are designed to provide business and technology leaders with a proven path to growth through customer obsession. This segment delivers content, such as future trends, predictions, and market forecasts; deep consumer and business buyer data and insights; curated best practice models and tools to run business functions; operational and performance benchmarking data; and technology and service market landscapes and vendor evaluations. The Consulting segment provides consulting projects, include conducting maturity assessments, prioritizing best practices, developing strategies, building business cases, selecting technology vendors, structuring organizations, developing content marketing strategies and collateral, and sales tools; and advisory services. The Events segment hosts events related to business-to-business marketing, sales and product leadership, customer experience, security and risk, new technology and innovation, and data strategies and insights. The company sells its products and services through direct sales force in various locations. Forrester Research, Inc. was incorporated in 1983 and is headquartered in Cambridge, Massachusetts.

About YouGov

YouGov plc provides online market research services in the United Kingdom, the United States, the Middle East, Mainland Europe, and the Asia Pacific. It operates through three divisions: Data Products, Data Services, and Custom Research. The Data Products division offers syndicated data products, which are available to clients on a subscription basis. The Data Services division provides clients with fast-turnaround services. The Custom Research division offers a range of quantitative and qualitative research services. It is also involved in the software development. The company was incorporated in 1998 and is headquartered in London, the United Kingdom.