Компания System1 (ранее Brainjuicer) упала в категорию микрокап из-за нестабильности выручки

In 1999, John Kearon founded Brainjuicer and harnessed behavioural psychology to provide a solution to the adage “half of my advertising spend is wasted, the trouble is I don’t know which half”. Over the next 15 years, this grew into a midsized market research consultancy with offices in 10 countries. In 2016, Brainjuicer developed System1, named after a term that psychologist and economist Daniel Kahneman coined in his book Thinking Fast and Slow to describe the unconscious thinking that manages everyday mental tasks. Rather than seeing how effective ads have been, System1 assesses consumers’ emotional reactions to predict how successful they will be. The market saw it as a game-changer. The share price rose dramatically to more than £10 in May 2017. Future earnings, though, depended on one-off sales and were hard to predict. This lack of visibility was one reason why the share price of Brainjuicer (now renamed System1) fell back as sharply as it had risen. It settled at around £2, wedging the company into microcap territory with a market value of about £40mn.