Check 35,000+ stocks against 26 valuation models and 37 quality factors

YouGov plc (YUGVF) fair value: what the stock is really worth

As of Sep 25, 2026: fair value of YouGov plc $4.70, price $3.61, upside +30.2%, quality 55 out of 100. Calculated from audited financials with 26 valuation models and 37 quality factors, updated daily.

Fair value above price? Yes
Good quality? Yes
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Industrials · US · ISIN GB00B1VQ6H25

Broad data Sep 24, 2026

YouGov plc

YUGVF · US

UndervaluedThe stock appears undervalued with acceptable quality.

✓Fair value $4.70 · Undervalued (+30.2%)

!Quality 55/100

✓Healthy Growth (revenue 5y +20.4 %/yr)

!Thin margins · 3.1% net margin (TTM)

✓Moderate debt · generates free cash flow

✓2.6% dividend yield · Sustainable

!Narrow moat 38/100

26 models, one by oneBear $2.95 to bull $6.68 Growth analysisrevenue history, year by year Quality 55/100 in detail37 factors, each one shown Compared with its peersrank on every measure, side by side

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What runs behind every stock

26 valuation models 8 families, DCF to NCAV 37 quality factors margins, balance sheet, cashflow, debt 6 AI factors moat, what no ratio measures 2,000+ data points verified, per stock, median

69 individual criteria per stock, every one traceable See the method →

Price vs Fair Value

White line = price, green steps = our fair value per fiscal year. As of Sep 24, 2026.

How to read this chart

60‑month range $2.23 – $19.95 · fair‑value band $2.95 – $6.68 · the $3.61 price screens below the $4.70 fair value. As of Sep 24, 2026.

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Company profile

YouGov plc provides online market research services in the United Kingdom, the Americas, the Middle East, Mainland Europe, India, and the Asia Pacific. It operates through three divisions: Data Products, Research, and Shopper. The Data Products division offers syndicated data products, which are available to clients on a subscription basis such as YouGov BrandIndex, that allows users to continuously monitor 16 fundamental metrics; YouGov Profiles, offers the detailed and real-time portrait of consumer segments. The Research division provides a range of quantitative and qualitative services, including YouGov RealTime Omnibus, a fast-turnaround, multi-client omnibus survey service; YouGov Surveys, a panel-powered and self-service survey building platform; and Custom Research, that provides full end-to-end service, including sample framing, questionnaire design, analysis, presentations and more. The CPS division offers household consumer purchasing data, such as Shopper Consumer Tracking, provides regular tracking of purchasing trends for FMCG categories, consumer segments, brands, products and retail channels; and Shopper Advanced Analytics, provides standardized and bespoke solutions based on consumer panel data to help clients understand consumer motivations, opinions and behaviours. It is also involved in the software development and finance services. YouGov plc was incorporated in 1998 and is headquartered in London, the United Kingdom.

Stock analysis

YouGov plc (YUGVF) currently trades at $3.61, while our model-based Fair Value estimate is $4.70, implying the stock looks roughly 23.2% undervalued today.

Valuation

Bull case: the DCF Models group reads highest at a median of $10.11 per share, and 15 of the 26 models we run sit above the $3.61 price.

Bear case: the Asset-Based group reads lowest at $1.44, and 11 of the 26 models stay below the price. Evidence for this calculation is high.

Scenario range: $2.95 (bear) to $6.68 (bull), the price of $3.61 sits inside it. Bear and bull are the same models on cautious and optimistic assumptions, a range, not a price target.

Quality & growth

The Quality Score stands at 55/100 (solid quality), in the Industrials sector.

Healthy Growth: Revenue growth appears healthy and is supported by profitability and cash-flow quality.

YouGov plc reported revenue of £386M in FY2025 versus £169M in FY2021, a compound +22.9%/yr. Reported net income was £13.3M in FY2025, compounding +1.6%/yr from FY2021.

Key figures

Market cap $427M · P/E ratio 25.8 · P/S ratio 0.89 · EPS (TTM) $0.1400 · Dividend yield 2.6% · Net margin 3.4% · Return on equity 6.9% · Return on assets (EBIT) 9.2%.

Competitive moat

Our AI-assisted moat analysis scores the competitive advantage at 42 out of 100 (low confidence).

What moves the price

For context, the median of 10 Industrials peers we cover trades at 3% fair-value upside, at 30%, YUGVF screens cheaper than that median.

Fair Value models

Bear $2.95 Fair Value $4.70 Bull $6.68

Model ⓘEach model values the company its own way (discounted cash flow, earnings, assets, dividends). The fair value above is their evidence-weighted blend, not the output of a single model. Based on fiscal year 2025 figures (about 12 months old). Earnings retained since then ($0.0470 per share) are deliberately not added. Bear ⓘBear = the cautious scenario: the same model computed with conservative anchors (lower growth, margins and valuation multiples). Together with Bull it frames a plausible valuation range, not a price target.BaseBull ⓘBull = the optimistic scenario: the same model computed with favourable anchors (higher growth, margins and valuation multiples). Together with Bear it frames a plausible valuation range, not a price target. If a model's bull case is above four times its base value, the table shows that limit with a > sign (like the overall Bull above): beyond it no assumption holds. Evidence ⓘEvidence = how well-backed THIS model's estimate is for this stock (0–100): how complete and reliable its input data are, and how well the model fits the company. The final Fair Value is an evidence-weighted blend, so better-evidenced models count more. Green ≥70, amber 50–69, grey below 50.

Highest evidence

FCF DCF $6.55 $10.95 $22.48 76

Residual Income $1.66 $1.73 $1.86 76

Growth DCF $6.15 $11.75 $21.29 75

All 26 models by family

DCF Models

FCF DCF $6.55 $10.95 $22.48 76

Owner Earnings $8.26 $18.51 $37.50 71

5Y Revenue Exit $4.45 $8.72 $16.88 68

5Y EBITDA Exit $7.04 $14.34 $27.58 71

5Y P/E Exit $2.88 $5.82 $9.37 68

10Y Revenue Exit $4.93 $10.11 $16.03 65

10Y EBITDA Exit $6.76 $14.57 $28.60 64

10Y P/E Exit $4.08 $7.42 $12.60 62

Earnings-Based

Graham-Dodd $1.02 $7.12 $10.00 63

Lynch FV $2.10 $3.00 $3.90 61

PEG = 1.0 $2.10 $3.00 $3.90 57

EPV $2.28 $2.77 $3.18 74

Dividend Discount

Gordon GGM $0.9700 $1.74 $2.40 68

DDM Multi-Stage $0.9700 $1.59 $1.86 67

Multiples

P/E Multiple $2.48 $3.31 $4.14 63

P/S Multiple $1.92 $2.56 $3.20 58

P/B Multiple $1.92 $2.56 $3.20 55

EV/EBIT $4.75 $6.76 $8.78 65

EV/EBITDA $7.65 $10.63 $13.61 67

EV/Revenue $3.28 $5.25 $7.21 53

Asset-Based

NCAV (Graham) $1.07 $1.44 $2.14 54

Growth DCF

Growth DCF $6.15 $11.75 $21.29 75

Rev-Margin DCF $4.45 $9.30 $16.51 69

Economic Profit

Residual Income $1.66 $1.73 $1.86 76

ROIC Compounder $2.38 $3.59 $4.60 71

Growth Earnings

Growth-Adj P/E $2.94 $4.19 $5.45 67

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Quality Score breakdown

Overall quality 55/100

Of which business quality 55 · Market factors (momentum, volatility) 28

Profitability 44

Margins and returns on capital today

Quality Growth 67

Are margins and returns improving?

Cashflow 76

Earnings quality: real cash, not paper profit

Fin. Strength 33

Balance sheet, leverage, solvency risk

Investment 42

Disciplined investing over empire-building

Low Volatility 14

Calm price path (market factor)

Momentum 51

Price trend over the last 3–12 months (market factor)

52W Momentum 4

Distance to the 52-week high (market factor)

Net Issuance 74

Share count: buybacks or dilution?

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Revenue & earnings trend

Growth Quality ⓘGrowth is valuable only when reinvestment earns attractive returns (Aswath Damodaran): sustainable growth depends on return on capital, reinvestment and efficiency. Basis: total company revenue over the periods shown on the cards (3Y/5Y/all years), not per share, so a merger can show up as a growth jump; per-share earnings growth is in the value-creation card. 90/100

Revenue growth appears healthy and is supported by profitability and cash-flow quality.

Revenue growth 1 year

+15.2%

Revenue growth 3 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.

+20.4%

Revenue growth 5 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.

+20.4%

Start year 2020 (pandemic). Over 10 years: +17.6% a year

Revenue growth 23 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.

+31.2%

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What shareholders gained per year (last 5 years) ⓘWhat the business itself delivers per year: earnings growth per share plus the dividend yield. This is what you get IF the market keeps valuing the stock the same way: it contains no assumption about the market changing its mind. Computed per share, so buybacks count and a merger does not pass as growth. For a company that pays no dividend it is pure earnings growth per share. Period: earnings growth per share as CAGR over the last 5 reported fiscal years (annual statements), plus the current dividend yield. The start value is the median of the three years around the start, so a single crisis year (a pandemic or a write-down) does not distort the rate.

+2.9%

Earnings growth per share plus dividend.

Earnings per share, growth per year+0.3%

Dividend (yield on the price)2.6%

Pace: 5 vs 10 years ⓘTwo data points, not a trend model: earnings growth per share over the last 5 fiscal years against the last 10. Labelled "steady" when both rates are within 3 percentage points of each other, otherwise picking up or flattening. Shown only when ten years of history exist.0.3% vs 13.8%, slowing

Profit margin 2020 to 2025 ⓘOperating margin then vs now, from reported annual statements. A falling margin after a boom year is the classic peak-earnings signal: the growth rate then leans on an inflated base.10% → 12%

Start year 2020 (pandemic)

Growth Forecast

Price in line with expectations

The price assumes less growth than the company has delivered so far and about what analysts expect.

What the price assumes ⓘThis turns our valuation around: instead of asking what the share is worth, it asks what growth the current price requires. It uses the cash the company keeps after all spending (free cash flow), the same discount rate as our models, five years of growth, then slowing evenly to 2 % a year by year ten. Compared with the analysts' sales forecasts extended to the same five years (at least three analysts, for context only, it does not enter the Fair Value): within 3 percentage points counts as "in line" (amber), below that little optimism (green), above that a lot of optimism (red).

+4.6%

Yearly growth needed for the next five years to justify today's price.

What forecasts expect ⓘAnalysts publish sales forecasts for the next two fiscal years. For the years after that, growth slows evenly to 2 % a year by year ten (2 % is the long-run rate our models use). Projected years are marked as such.

+2.5%

Yearly sales growth analysts expect, extended to five years.

After inflation (figures in GBP, UK: IMF forecast 2.3% a year to 2030, 3.3% from 2016 to 2025) that is about +2.2% a year for the price and +0.2% for the forecasts.

Forecast 2026 (sales)+2.6%

Forecast 2027 (sales)+2.6%

Projected 2028 (sales)+2.6%

Projected 2029 (sales)+2.5%

Projected 2030 (sales)+2.4%

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Price, fair value, quality and upside side by side.

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Peer GroupⓘHow this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.Consulting Services · 76 stocks

Beats the industry median on 7/14 measures

A mixed picture versus its industry peers.

Valuation

Quality Score 55 · Below median

Fair Value upside +28.3% · Above median

Profitability

Return on equity (TTM) 6.9% · Below median

Return on assets 2.8% · Below median

Net margin (TTM) 3.1% · Below median

Operating margin (TTM) 12.3% · Above median

Growth and dividend

Revenue growth 1.6% · Above median

Dividend yield (TTM) 2.6% · Below median

Balance sheet

Debt / equity 0.89× · Highest 25%

Valuation Multiplesvs Consulting Services median · lower = cheaper

P/E (TTM) 25.8× · Pricier than median

P/B 1.76× · Cheaper than median

P/S (TTM) 0.85× · Cheaper than median

P/FCF 7.6× · Cheapest 25%

EV/EBITDA 9.0× · Cheaper than median

Context: sector, industry, market

Values & ESG

Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.

None of the checked exposures detected

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YouGov plc · Fair Value
$4.70 +23%Fair Value
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Cite: Fair Value Calculator (2026). "YouGov plc Fair Value". https://www.fairvalue-calculator.com/stock/YUGVF

Frequently asked questions

Is YouGov plc (YUGVF) overvalued or undervalued?

As of Sep 24, 2026, our model estimates a fair value of $4.70 versus the last price from Sep 25, 2026 of $3.61, about +30% upside (undervalued).

What is the fair value of YUGVF?

Our model-based fair value for YouGov plc is $4.70 (as of Sep 24, 2026), built from audited fundamentals. Last price (from Sep 25, 2026): $3.61.

What is the quality score of YUGVF?

YouGov plc has a Quality Score of 55/100. It measures business quality (profitability, growth, cash flow, balance-sheet strength, investment discipline, share issuance). Market factors such as price momentum and volatility do not enter the number; they are shown separately in the detail view.

What is the price target for YouGov plc (YUGVF)?

Our model-based price target is the fair value of $4.70 (as of Sep 24, 2026) from 26 valuation models. Cautious scenario $2.95, optimistic scenario $6.68. It is a calculation from audited fundamentals, not an analyst target.

What is the YouGov plc stock forecast for 2026?

Our models put fair value at $4.70, about +30% upside versus the last price from Sep 25, 2026 of $3.61 (undervalued). Cautious scenario $2.95, optimistic scenario $6.68. The calculation is refreshed regularly with new filings.

What is the revenue of YouGov plc (YUGVF)?

YouGov plc reported trailing-twelve-month revenue of about £392M (latest available figure, as of Sep 24, 2026).

Does YouGov plc pay a dividend?

YouGov plc currently shows a dividend yield of about 2.58% relative to its recent price (as of Sep 24, 2026).

What growth is priced into YouGov plc (YUGVF)?

For today's price to be fair in a discounted-cash-flow model, YouGov plc would have to grow free cash flow by +4.6 % per year for five years (discount rate 12.5 %, then slowing evenly to 2 % perpetual growth by year ten). Over the last 5 years revenue grew +20.4 % per year. As of Sep 24, 2026.

What discount rate (WACC) does the fair value of YUGVF use?

Our models discount YouGov plc at 12.5 %: a base by market capitalisation (small), damped by beta 1.44, country premium for USA. The same rate applies in all 26 models.

What is a reverse DCF?

A reverse DCF turns the usual calculation around. Instead of deriving a value from assumptions, it takes today's price as given and asks: what free-cash-flow growth would a company have to deliver for exactly this price to be fair? The result is not a forecast but the expectation already priced in. For YouGov plc that is +4.6 % per year a year over ten years, using the same discount rate (12.5 %) and the same formula as our fair value.

How much growth has YouGov plc (YUGVF) delivered so far?

Over the past 5 years revenue at YouGov plc grew +20.4 % a year. The price currently implies +4.6 % per year free-cash-flow growth a year. Comparing the two shows how much confidence is in the price: if it demands more than has been delivered, the business has to accelerate for the maths to work.

How fast is the sector of YouGov plc (YUGVF) growing?

The median revenue growth in the sector is +2.9 % a year. That is the yardstick for the growth priced into YouGov plc (+4.6 % per year a year): it shows whether the expectation is within the usual range or beyond it.

What is the free cash flow yield of YouGov plc (YUGVF)?

The free-cash-flow yield on the price is 13.58 %: that much free cash flow YouGov plc produces per unit of market value. When it exceeds the discount rate of our models (12.5 %), the business already earns more than its cost of capital demands, and the price needs little additional growth.

What is the intrinsic value of YouGov plc (YUGVF)?

Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For YouGov plc it is $4.70 per share (as of Sep 24, 2026), against a price of $3.61. It is the blended result of 26 valuation models (cash flow, earnings, asset, dividend).

Is YouGov plc stock overvalued or undervalued in 2026?

As of Sep 24, 2026, YUGVF trades below its calculated fair value: price $3.61, fair value $4.70, a gap of about +30% (undervalued). The calculation is refreshed with each new quarterly report, so the verdict can change during the year.

Is fair value the same as the market price of YUGVF?

No. The price is what the market pays today ($3.61); the fair value is what the company's own numbers justify ($4.70). For YouGov plc the two are $1.09 per share apart. That gap is exactly why we show both numbers side by side.

How much is YouGov plc worth?

The market values YouGov plc at about $427M (market capitalisation, as of Sep 24, 2026). Per share that is $3.61; our models calculate a fair value of $4.70 per share.

What do the bullish and bearish scenarios say about YUGVF?

Our models span a range for YouGov plc: cautious scenario $2.95, base $4.70, optimistic $6.68 per share (as of Sep 24, 2026, price $3.61). The range comes from different growth and margin assumptions, not from analyst opinions.

What is the P/E ratio of YUGVF?

YouGov plc trades at a price-to-earnings ratio of 25.8 (as of Sep 24, 2026). A P/E on its own says little: it compares the price with ONE year of profit, while our fair value of $4.70 is built from several models across several years. Other multiples: P/B 1.8, P/S 0.9, EV/EBITDA 9.0.

How solid is the balance sheet of YouGov plc (YUGVF)?

Balance-sheet figures for YouGov plc (as of Sep 24, 2026): return on equity 6.9%, debt of 0.89 per unit of equity. They feed the Quality Score of 55/100, which measures business quality independently of the share price.

Which stocks are comparable to YouGov plc?

From the same area (Industrials) we also value SGS SA, Verisk Analytics, Inc, Equifax Inc, Bureau Veritas SA, among others. Each of them has its own fair-value calculation on this site using the same models, so the comparison is like for like.

Is YouGov plc stock attractive at the current price?

The data as of Sep 24, 2026: price $3.61, calculated fair value $4.70 (+30%), Quality Score 55/100, from 26 models. Whether that fits your horizon and risk tolerance is your call. We provide the calculation, not investment advice.

How is the fair value of YUGVF calculated?

We run YouGov plc through 26 models from four families: discounted cash flow, earnings models, asset and balance-sheet models, and dividend models. Every model gets the same audited fundamentals; the result is the weighted average of $4.70, with the spread shown as a cautious and an optimistic scenario.

Is it still worth investing in stocks now?

The global stock market currently sits 14.5 % above its aggregate fair value. YouGov plc currently trades 23 % below its own fair value, and the market average says nothing about that. An expensive market is no reason to stay out and no reason to buy everything at once: keep a broad savings plan running, buy single stocks only with money you can do without, and hold part of your money liquid while the market is high. The full picture including sectors is on is it worth investing now.

What is the share price of YouGov plc (YUGVF)?

The latest price we hold is from Sep 25, 2026 and stands at $3.61. Our model-based fair value is $4.70, about +30% upside (undervalued). We carry closing prices from our data provider, not a live tick.

What should I pay attention to with YouGov plc right now?

Solid quality (55/100) at a price below fair value, the discount is the argument here, not the business quality. A fairly wide model range ($2.95 to $6.68) leaves room in how you read the outcome.

Where does the earnings growth of YouGov plc (YUGVF) come from?

Earnings per share at YouGov plc grew +28.1 % a year from 2014 to 2025. Broken into its drivers: revenue per share +16.0 %, EBIT margin +16.3 %, tax rate −0.5 %, residual (interest, one-offs) −4.6 %. The four rates multiply to the earnings growth rate, they do not add up. Start and end are three-year averages so a single exceptional year does not distort the result.

Key figures of YouGov plc

How large is the market capitalisation of YouGov plc (YUGVF)?

The market capitalisation of YouGov plc is $427M. The stock-market value of the whole company: share price times number of shares. It is what the market asks for the entire business today.

What is the P/S ratio of YouGov plc (YUGVF)?

The price-to-sales ratio of YouGov plc is 0.89 (P/E × margin). Price to sales: market value relative to yearly revenue. Useful when profit is thin or distorted.

What are the earnings per share of YouGov plc (YUGVF)?

Earnings per share at YouGov plc are $0.1400 (price ÷ EPS = P/E 25.8). Earnings per share over the last twelve months: total profit spread across every single share.

What is the dividend yield of YouGov plc (YUGVF)?

The dividend yield of YouGov plc is 2.6% (payout 66.4%). Yearly dividend relative to the share price. 3% pays 3 per 100 invested. Below: how much of profit is used for it.

What is the net margin of YouGov plc (YUGVF)?

The net margin of YouGov plc is 3.4% (fiscal year 2025). How much of every unit of revenue ends up as profit. 10% means 10 cents of profit per dollar of sales.

What is the return on equity of YouGov plc (YUGVF)?

The return on equity (ROE) of YouGov plc is 6.9% (last twelve months). Profit relative to shareholders' equity, how efficiently the company works with its owners' money.

What is the EBIT return on assets of YouGov plc (YUGVF)?

On an EBIT basis the return on assets of YouGov plc is 9.2% (avg 5y). Operating profit (EBIT) relative to everything the company owns, as a multi-year average. It describes the business model rather than one good or bad year.

What is the operating margin of YouGov plc (YUGVF)?

The operating margin of YouGov plc is 12.3% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.

How fast is revenue growing at YouGov plc (YUGVF)?

Revenue at YouGov plc is growing +1.6% versus a year earlier (3y avg +20.4%). How much revenue grew versus a year earlier (YoY). The 3-year average next to it puts the single year in context.

How fast are earnings growing at YouGov plc (YUGVF)?

Earnings per share at YouGov plc are growing −13.6% versus a year earlier. How much earnings per share grew versus a year earlier.

How much net debt does YouGov plc (YUGVF) carry?

The net debt of YouGov plc is £166M (fiscal year 2025, ≈ 3.8 yrs of FCF). Debt minus cash on hand. The note shows how many years of free cash flow could in theory pay it off.

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