Chris Jones: Focus your analysis process

Despite the limitations of recent past performance, if an investor tries to find out anything about his or her investment on the internet, this is pretty much what they will find.  Whether it is numbers, graphs or ‘Best Buy' lists, it is pretty much the same information and for some years it has been mutually reassuring and self-congratulatory: it has all gone up, so why look any further? From a customer outcome perspective there are a number of problems with unit price returns.  Firstly, what happened to the unit price yesterday has a very big impact on so many headlines and the m...