Two senior members of the YouGov board of directors have this week reduced their holdings in the company for 'personal tax and financial planning purposes', the market research firm revealed. The biggest disposal came from Doug Rivers, the company's Chief Innovations Officer, who sold 141,360 shares at 96.5p a go, generating a total of £136,412. Chief Financial Officer, Alan Newman, raised £86,271 after selling 89,400 shares at the same price. They now hold 1.8m and 0.27m shares in the company, respectively. Although it has suffered a decline in the past few weeks, the group's share price has overall performed well during the past half a year, rising from a low of 65.50p in September to a high of 107p earlier this month. At its preliminary results published in October the group posted an 8% rise in revenue and 13% increase in reported pre-tax profits. Top Director BuysTerra Capital (TCA) Director name: Mr Filip Montfort Amount purchased: 100,000 @ $0.80 Value: $80,150Conviviality Retail (CVR) Director name: Mr David AdamsAmount purchased: 12,500 @ 178.00p Value: £22,250Ortac Resources Ltd. (DI) (OTC) Director name: Mr Vassilios CarellasAmount purchased: 4,562,440 @ 0.25p Value: £11,406Paragon Diamonds (PRG) Director name: Mr Martin Doyle Amount purchased: 322,600 @ 3.10p Value: £10,001Paragon Diamonds (PRG) Director name: Mr Stephen Carl Grimmer Amount purchased: 322,600 @ 3.10p Value: £10,001Top Director SellsConviviality Retail (CVR) Director name: Mr Keith Hamilton Webb Amount sold: 295,000 @ 178.00p Value: £525,100YouGov (YOU) Director name: Mr Doug RiversAmount sold: 141,360 @ 96.50p Value: £136,412YouGov (YOU) Director name: Mr Alan NewmanAmount sold: 89,400 @ 96.50p Value: £86,271Big Yellow Group (BYG) Director name: Mr Adrian LeeAmount sold: 15,000 @ 514.00p Value: £77,100Ortac Resources Ltd. (DI) (OTC) Director name: Mr Vassilios CarellasAmount sold: 4,600,000 @ 0.25p Value: £11,500NR