US Edition The news comes as a surprise because market research is generally thought to be resilient in a downturn, with companies seeking the most cost-efficient means of finding out about their consumers.
It is also one of the reasons why WPP’s Sir Martin Sorrell is understood to have wanted to acquire Taylor Nelson Sofres (TNS). YouGov is thought to have been hit particularly hard by the problems engulfing the financial services sector.
The company, which recently launched its Recession Tracker tool to follow consumer behaviour, warned that revenue and profit for the 12 months to July 31 would be below estimates, mainly on much weaker than expected new business in the UK.
YouGov said that it would continue to develop new products but make "savings where appropriate".
"We see the recession as further disrupting this industry, which gives us an opportunity to build the leading market research company of tomorrow," chief executive Nadhim Zahawi said.
The company also said its year-end cash balances were expected to be higher than the previous year.
Analysts at Investec said: “The first half update implies a significant profit warning. The key issue is UK growth which has not delivered against a ramped-up cost base, and what is becoming a recurring question: the ability to increase margins in all territories."