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Which way to trade Yougov (LON:YOU)?

Michael Green
·2-min read

As any reader of this is probably aware, shares in Yougov (LON:YOU) are currently trading close to a 52 week high, with the share price up by around 0.66% to 766 over the past week. On a one-month basis, the Yougov price has risen by -3.16%.

For investors holding the stock (or considering buying it), the question is: what now?

52-week highs are a popular market indicator. But research shows investors can be left wondering what to do when it happens when a 52-week high is hit. Here’s a primer on what the academic research says...

GET MORE DATA-DRIVEN INSIGHTS INTO LON:YOU »

What happens when a share hits a new high?

52 week highs are always good news. But surprisingly, the prices of high performing shares can be slow to move when they publish positive earnings news.

Why is this? Research shows investors become cautious about bidding their high performing shares any higher – even if they deserve it. Psychologists call this anchoring. As humans, we tend to take our time when it comes to changing our opinions in the face of new information - even when it's good news.

This emotional tug-of-war often ends with the ‘new high’ stock drifting higher in price over the coming weeks and months. The upward trend is called “post earnings announcement drift”. As the news sinks in, momentum takes over and the price moves higher and higher, as fear of missing out sets in.

A look at Yougov’s StockReport could offer more insight into what’s driving the momentum in its share price - and whether that might continue. What we do know however is that statistically speaking, prices continue to rise after a new 52-week high is hit – which may be a reason to hold-fire on any immediate plans to sell.

As always, take a look at Yougov’s StockReport to find out more about what is driving its own momentum – and always do your own research before deciding to trade any security.

Next steps

With Yougov trading close to its 52 week high, it’s possible that investors in the market are uncertain about whether to buy, hold or sell it. This uncertainty can cause erratic pricing in the short-term before momentum takes over - and it’s worth considering this before making your own trading decision.

To find more stocks that are trading close to their 52 week highs, you can explore this constantly updated 52 Week Highs screen, which covers all the ‘new highs’ in the market.