# How Lowe's Companies (LOW) compares with the whole market and its popular alternatives

> Source: EasyCompare research, https://easycompare.io/research/low
> Data as of October 20, 2026. Total returns include reinvested dividends. Past performance does not predict future results; nothing here is investment advice.

Built by QuantCommons' quantitative engine, this page is about relative opportunity, not data on LOW alone. It places LOW (Lowe's Companies, Inc.) against 8 popular alternatives, its neighboring categories and the entire market of over 10,000 U.S.-listed stocks and ETFs, and surfaces what has done better on consistent outperformance, return for the risk taken, behavior in real market crashes and diversification. The result is a clearer view of where LOW stands in the market, and of the alternatives worth a closer look.

Period covered: LOW's full trading record, from October 1986 through September 2026. All returns include reinvested dividends. Data as of October 20, 2026.

## Key findings

- **Right now:** Over the past 6 months, LOW fell 20.8% while the S&P 500 rose 9.1%. The slide is LOW's own: it is 30.2% below its high, against 1.3% for the S&P 500.
- **Stock or market?:** LOW fell 2.4% over the past 3 months, in line with the specialty retail ETF XRT (State Street SPDR S&P Retail ETF), which fell 1.2%. The S&P 500 rose 3.9%. Last month cut against the tape: LOW rose 4.0% while the S&P 500 fell 0.6%.
- **Past 1 to 3 years:** LOW has gone against the market, falling 16.4% over the past year while the S&P 500 rose 15.8%. The same gap shows up over 3 years (10.7% against 89.3%). The long record (ahead of 66% of the stocks worth at least $300 million over 10 years) has not carried into the past 3 years (behind 71% of them).
- **Long term:** LOW turned $10,000 into $33,600 over the past decade, against $42,100 in the S&P 500.
- **In a crash:** Across seven sell-offs, LOW has typically fallen 1.2 times as far as the S&P 500. In the Covid crash, LOW fell 48.6%, against 33.7% for the S&P 500. That was more than HD (Home Depot, 38.0%) but less than FND (Floor & Decor, 52.9%).
- **Diversification:** Against the S&P 500, LOW has a correlation of 0.56 over 5 years, more closely than 85% of stocks worth at least $300 million. Next to an index fund it is some diversification, but not a hedge. Over 10 years, LOW's beta versus the S&P 500 was 1.10: in the S&P 500's rising months it gained 1.1 times as much as the index, and in falling months it lost 1.3 times as much.
- **Better options**
  - **Popular alternatives:** MAS (Masco) was ahead of LOW in most short and long periods.
  - **Nearby categories and themes:** COST (Costco Wholesale, discount retail) and ORLY (O'Reilly Automotive, specialty retail) earned more than LOW with less volatility over the past 5 years. COST returned 17.4% a year at 22.9% volatility, against a loss of 0.6% a year at 26.4%.
  - **Whole market:** 1,032 of the 3,633 stocks and funds worth at least $500 million earned more than LOW with less volatility over the past 5 years, among them VTI (Vanguard Morningstar Total Stock Market ETF), VOO (Vanguard S&P 500 ETF) and BRK-B (Berkshire Hathaway).

## How much would $10,000 in LOW have grown?

This chart tracks a hypothetical $10,000 investment in LOW over the past 29 years, with dividends reinvested, alongside the same amount in the S&P 500, investments that ended ahead of LOW over the same span and LOW's popular alternatives, among those that traded for the entire period.

- $10,000 invested in LOW at the end of September 1997 would have grown to $546,874 by September 2026, more than the $132,907 it would have become in SPY, an S&P 500 fund.
- Five of the eight other investments on the chart ended ahead of LOW, and ORLY finished highest, at $2,252,599.

## LOW at a glance

This section summarizes the key facts about the stock, its returns over periods from one to ten years and the risk it has carried, with dividends reinvested throughout.

- LOW is still 30.2% below its all-time high.
- LOW's deepest decline since it began trading in 1986 was 62.5%, from July to November 1990. It took 21 months from the low to climb back to its old high.
- Over 29 full calendar years, LOW's best was 1998, when it returned 117%, and its worst was 2007, when it lost 26.7%. It lost money in eight of those years.

- Type: Stock, Consumer Discretionary (Home Improvement)
- Trading since: October 17, 1986
- Market value: $111B
- Volatility (5 years): 26.4%; Sharpe ratio: 0.11
- Worst decline ever: −62.5%, from July 2, 1990 to November 21, 1990; back at its high by August 4, 1992

| Period | LOW total return |
| --- | --- |
| 1 month | +4.0% |
| 3 months | −2.4% |
| 6 months | −20.8% |
| year to date | −18.3% |
| 1 year | −16.4% |
| 3 years | +10.7% |
| 5 years | −3.2% |
| 10 years | +236% |

## LOW against the whole market

Where LOW ranks among every stock and fund, and what across the market has done better.

### How does LOW rank among all stocks?

This section ranks LOW on return, volatility, risk-adjusted return and worst decline against every stock worth at least $300 million with enough history.

- LOW is among the steadier stocks: its price swings rank in the top 15% of the 2,893 stocks worth at least $300 million, where the top is the calmest.
- LOW's 1-year return ranks in the bottom 23% of the 3,287 stocks worth at least $300 million with 1 year of history.

| Measure | LOW | Rank |
| --- | --- | --- |
| 1-year return | −16.4% | 2,545 of 3,287 (top 78%) |
| 3-year return | +10.7% | 2,149 of 3,017 (top 72%) |
| 5-year return | −3.2% | 1,763 of 2,893 (top 61%) |
| 10-year return | +236% | 753 of 2,202 (top 35%) |
| Volatility, 5 years | 26.4% | 435 of 2,893 (top 16%) |
| Sharpe ratio, 5 years | 0.11 | 2,092 of 2,893 (top 73%) |
| Worst decline, past 10 years | −48.6% | 404 of 2,187 (top 19%) |

### What has beaten LOW on both return and risk?

Each dot is an investment, placed by how much it earned a year over the past 5 years (higher is better) and how much its price swung, its volatility (further left is calmer).

- 236 stocks and 796 ETFs worth at least $500 million sit in the green region: each earned more than LOW over the past 5 years with smaller price swings. That is 28% of the 3,633 screened.
- Among those with at least half LOW's swings, CAH has the best return for its risk: 42.1% a year at 24.7% volatility, 6% less than LOW's 26.4%, and a Sharpe ratio (return above cash per unit of volatility) of 1.55 against 0.11 for LOW.
- None of LOW's popular alternatives made it, but WMT (discount retail) did: 20.8% a year at 22.6% volatility, 14% less than LOW's 26.4%.

### Is there a better investment than LOW?

The table below lists investments that beat LOW over the past 5 years on at least one of these measures: a higher annual return with lower volatility, a higher annual return at similar volatility, a similar return with lower volatility, a higher Sharpe ratio with a smaller worst decline, a higher total return in most periods from 3 months to 10 years, or smaller losses in recent market crashes.

- Among LOW's popular alternatives, MAS was ahead of LOW in most short and long periods.
- Looking beyond its popular alternatives, COST (discount retail) and ORLY (specialty retail) earned more than LOW with less volatility over the past 5 years. COST returned 17.4% a year at 22.9% volatility, against a loss of 0.6% a year at 26.4%.
- Across the whole market, 1,032 of the 3,633 stocks and funds worth at least $500 million earned more than LOW with less volatility over the past 5 years, among them VTI, VOO and BRK-B.

The 15 strongest of 1,032 investments that beat LOW over the past 5 years, out of 3,633 stocks and funds worth at least $500 million.

| Investment | Group | Annual return (5 years) | Volatility | Sharpe | Worst decline (10 years) | 10Y return | Correlation with LOW | Better on |
| --- | --- | --- | --- | --- | --- | --- | --- | --- |
| LOW: Lowe's Companies, Inc. (this page) |  | −0.6% | 26.4% | 0.11 | −48.6% | +236% |  |  |
| [VTI](https://easycompare.io/research/vti): Vanguard Morningstar Total Stock Market ETF | US Total Market | +11.5% | 17.5% | 0.71 | −35.0% | +302% | 0.59 | Higher return, lower volatility; Higher Sharpe, smaller worst decline; Higher return in most periods; Smaller losses in recent crashes |
| [VOO](https://easycompare.io/research/voo): Vanguard S&P 500 ETF | US Large-Cap Equity | +12.8% | 16.9% | 0.80 | −34.0% | +324% | 0.56 | Higher return, lower volatility; Higher Sharpe, smaller worst decline; Higher return in most periods; Smaller losses in recent crashes |
| [BRK-B](https://easycompare.io/research/brk-b): Berkshire Hathaway Inc. | Insurance | +13.4% | 17.1% | 0.82 | −29.6% | +274% | 0.42 | Higher return, lower volatility; Higher Sharpe, smaller worst decline; Higher return in most periods; Smaller losses in recent crashes |
| [V](https://easycompare.io/research/v): Visa Inc. | Payment Processing | +12.8% | 22.9% | 0.64 | −36.4% | +429% | 0.30 | Higher return, lower volatility; Higher Sharpe, smaller worst decline; Higher return in most periods; Smaller losses in recent crashes |
| [VTV](https://easycompare.io/research/vtv): Vanguard Morningstar Value ETF | US Large-Cap Value | +12.1% | 13.7% | 0.90 | −36.8% | +235% | 0.67 | Higher return, lower volatility; Higher Sharpe, smaller worst decline; Higher return in most periods; Smaller losses in recent crashes |
| [SGOV](https://easycompare.io/research/sgov): iShares 0-3 Month Treasury Bond ETF | Treasury Bonds | +3.8% | 0.3% | 13.25 | −0.3% | — | 0.10 | Higher return, lower volatility; Higher Sharpe, smaller worst decline; Higher return in most periods |
| [LIN](https://easycompare.io/research/lin): Linde plc | Chemicals | +11.5% | 20.9% | 0.63 | −32.6% | +394% | 0.61 | Higher return, lower volatility; Higher Sharpe, smaller worst decline; Higher return in most periods; Smaller losses in recent crashes |
| [CB](https://easycompare.io/research/cb): Chubb Limited | Property & Casualty Insurance | +15.7% | 20.4% | 0.82 | −42.6% | +248% | 0.30 | Higher return, lower volatility; Higher Sharpe, smaller worst decline; Higher return in most periods; Smaller losses in recent crashes |
| [VIG](https://easycompare.io/research/vig): Vanguard Dividend Appreciation ETF | US Dividend Equity | +10.4% | 14.1% | 0.78 | −31.7% | +258% | 0.67 | Higher return, lower volatility; Higher Sharpe, smaller worst decline; Higher return in most periods; Smaller losses in recent crashes |
| [SCHD](https://easycompare.io/research/schd): Schwab U.S. Dividend Equity ETF | US Dividend Equity | +9.7% | 14.3% | 0.72 | −33.4% | +252% | 0.65 | Higher return, lower volatility; Higher Sharpe, smaller worst decline; Higher return in most periods; Smaller losses in recent crashes |
| [IWF](https://easycompare.io/research/iwf): iShares Russell 1000 Growth ETF | US Large-Cap Growth | +11.7% | 21.8% | 0.62 | −32.7% | +416% | 0.44 | Higher return, lower volatility; Higher Sharpe, smaller worst decline; Higher return in most periods; Smaller losses in recent crashes |
| [RSG](https://easycompare.io/research/rsg): Republic Services, Inc. | Environmental Services | +13.9% | 18.5% | 0.80 | −34.0% | +446% | 0.44 | Higher return, lower volatility; Higher Sharpe, smaller worst decline; Higher return in most periods; Smaller losses in recent crashes |
| [RY](https://easycompare.io/research/ry): Royal Bank of Canada | Banks | +17.3% | 18.2% | 0.97 | −40.0% | +352% | 0.49 | Higher return, lower volatility; Higher Sharpe, smaller worst decline; Higher return in most periods |
| [ADP](https://easycompare.io/research/adp): Automatic Data Processing, Inc. | Business Services | +9.0% | 22.9% | 0.49 | −40.8% | +320% | 0.42 | Higher return, lower volatility; Higher Sharpe, smaller worst decline; Higher return in most periods; Smaller losses in recent crashes |
| [MSI](https://easycompare.io/research/msi): Motorola Solutions, Inc. | Communications Equipment | +14.8% | 23.6% | 0.71 | −32.8% | +625% | 0.48 | Higher return, lower volatility; Higher Sharpe, smaller worst decline; Higher return in most periods; Smaller losses in recent crashes |

## LOW against its popular alternatives

The investments people most often weigh against LOW, compared period by period and year by year.

### How do LOW's risk and return compare with its alternatives?

This map plots each investment's annual return over the past 5 years against its volatility, the size of its typical price swings.

- Only HD was both more rewarding and calmer than LOW over the past 5 years, earning a higher annual return with lower volatility.
- Six of the eight popular alternatives earned less than LOW over the past 5 years while swinging more, the weaker corner of the map.
- Over the past 5 years, LOW returned -0.6% a year, less than the S&P 500's 12.7%, with higher volatility (26.4% against 17.1%).

### Has LOW consistently beaten its popular alternatives?

This section compares LOW with the investments people most often weigh against it, checking each one over eight periods from one month to ten years.

- Two of the eight popular alternatives, MAS and HD, outperformed LOW in at least 3 of 5 short-term and 2 of 3 long-term timeframes.
- MAS and HD earned more for the risk they took than LOW (a higher Sharpe ratio) and fell less in their worst decline of the past 10 years.

| Investment | 1Y return | 3Y return | 5Y return | 10Y return | Periods ahead of LOW | Verdict | Sharpe |
| --- | --- | --- | --- | --- | --- | --- | --- |
| LOW: Lowe's Companies, Inc. (this page) | −16.4% | +10.7% | −3.2% | +236% |  |  | 0.11 |
| MAS: Masco Corporation | +10.7% | +57.7% | +35.3% | +162% | 4/5 short-term, 2/3 long-term | consistent | 0.35 |
| [HD](https://easycompare.io/research/hd): The Home Depot, Inc. | −16.7% | +18.8% | −0.2% | +217% | 3/5 short-term, 2/3 long-term | consistent | 0.12 |
| SWK: Stanley Black & Decker, Inc. | +42.0% | +36.2% | −39.7% | +2.0% | 5/5 short-term, 1/3 long-term |  | -0.07 |
| BLDR: Builders FirstSource, Inc. | −56.0% | −50.7% | −7.5% | +417% | 0/5 short-term, 1/3 long-term |  | 0.20 |
| TSCO: Tractor Supply Company | −39.0% | −10.7% | −10.8% | +198% | 1/5 short-term, 0/3 long-term |  | 0.07 |
| FBIN: Fortune Brands Innovations, Inc. | −17.9% | −25.1% | −47.3% | +2.4% | 1/5 short-term, 0/3 long-term |  | -0.15 |
| FND: Floor & Decor Holdings, Inc. | −37.3% | −45.1% | −64.8% | — | 1/5 short-term, 0/3 long-term |  | -0.21 |
| WHR: Whirlpool Corporation | −60.4% | −74.6% | −82.9% | −75.0% | 0/5 short-term, 0/3 long-term |  | -0.65 |

### How did LOW do year by year?

This table shows each investment's total return in every full calendar year since 1997, along with where LOW ranked among its popular alternatives each year.

- LOW finished ahead of the S&P 500 in 17 of its 29 full calendar years, and behind it in each of the last four.
- Ranked against its popular alternatives each year, LOW finished in the top quarter in nine of 29 years and in the bottom quarter in two. In 2025, it ranked 1 of 9.
- Among its popular alternatives, TSCO came out ahead of LOW most often, in 15 of the 29 years both traded.

| Year | LOW | SPY |
| --- | --- | --- |
| 2025 | −0.3% | +17.7% |
| 2024 | +13.0% | +24.9% |
| 2023 | +14.0% | +26.2% |
| 2022 | −21.5% | −18.2% |
| 2021 | +63.4% | +28.7% |
| 2020 | +36.4% | +18.3% |
| 2019 | +32.2% | +31.2% |
| 2018 | +1.2% | −4.6% |
| 2017 | +31.3% | +21.7% |
| 2016 | −4.9% | +12.0% |

## Risk and diversification

How LOW has fallen, how it held up in crashes beside the S&P 500 and its popular alternatives, and what moves independently of it.

### What were LOW's worst declines?

A drawdown is the decline from a peak to the lowest point before a new high.

- In all three of LOW's worst declines, the S&P 500 held up better over the same dates.
- The slowest recovery came after LOW fell 60.6% from February 2007 to March 2009; it did not regain that peak until May 2012, three years later.

| Decline | Peak | Low | Back at the high | SPY over the same dates | Market event |
| --- | --- | --- | --- | --- | --- |
| −62.5% | July 2, 1990 | November 21, 1990 | August 4, 1992 | — |  |
| −60.6% | February 23, 2007 | March 6, 2009 | May 2, 2012 | −50.5% | 2008 financial crisis |
| −52.7% | March 27, 1987 | December 3, 1987 | August 24, 1989 | — |  |
| −48.6% | February 20, 2020 | March 18, 2020 | May 27, 2020 | −28.8% | Covid crash |
| −44.5% | July 8, 1998 | October 8, 1998 | December 4, 1998 | −16.9% |  |

### How did LOW do in stock market crashes?

This section measures how far LOW, the S&P 500 and each alternative fell from peak to trough during every major market crash since 2000.

- Among its popular alternatives, TSCO held up best, falling less than LOW in seven of the ten crashes they both traded through.
- LOW fell further than the S&P 500 in five of the ten crashes it has traded through. The clearest case was the Covid crash, when LOW fell 48.6% and the S&P 500 fell 33.7%.

| Crash | Dates | LOW fall | SPY fall |
| --- | --- | --- | --- |
| Dot-com bust | March 10, 2000 to October 9, 2002 | −40.9% | −47.5% |
| Global financial crisis | October 9, 2007 to March 9, 2009 | −52.8% | −55.2% |
| Flash crash | May 6, 2010 to May 7, 2010 | −0.8% | −1.5% |
| Euro debt crisis | July 22, 2011 to October 3, 2011 | −20.7% | −17.9% |
| China devaluation & oil rout | August 10, 2015 to February 11, 2016 | −18.0% | −12.8% |
| Volmageddon | February 2, 2018 to February 9, 2018 | −6.4% | −6.5% |
| Q4 2018 selloff | September 21, 2018 to December 24, 2018 | −26.1% | −19.3% |
| COVID crash | February 19, 2020 to March 23, 2020 | −48.6% | −33.7% |
| 2022 bear market | January 4, 2022 to October 12, 2022 | −33.5% | −24.5% |
| SVB / regional bank stress | March 8, 2023 to March 13, 2023 | −2.2% | −3.4% |

### How closely does LOW move with the S&P 500?

Upside capture measures how much of the S&P 500's gains an investment kept in the months the market rose, and downside capture how much of its losses it took in the months the market fell.

- Only TSCO and HD had a higher capture ratio (upside capture divided by downside capture) than LOW's 0.80, out of seven popular alternatives with the same record.
- HD took just 117% of the S&P 500's losses, against 134% for LOW, while still keeping 96% of its gains.
- Over the past 10 years, LOW captured 107% of the S&P 500's gains in rising months and 134% of its losses in falling months, with a beta of 1.10. It amplified the market's moves in both directions.

Measured over the past 10 years of monthly returns against SPY.

| Investment | Upside capture | Downside capture | Beta |
| --- | --- | --- | --- |
| LOW: Lowe's Companies, Inc. (this page) | 107% | 134% | 1.10 |
| MAS: Masco Corporation | 111% | 158% | 1.30 |
| [HD](https://easycompare.io/research/hd): The Home Depot, Inc. | 96.0% | 117% | 1.00 |
| SWK: Stanley Black & Decker, Inc. | 101% | 198% | 1.30 |
| BLDR: Builders FirstSource, Inc. | 163% | 203% | 1.90 |
| TSCO: Tractor Supply Company | 83.0% | 95.0% | 0.74 |
| FBIN: Fortune Brands Innovations, Inc. | 96.0% | 193% | 1.47 |
| WHR: Whirlpool Corporation | 76.0% | 230% | 1.52 |

### What diversifies LOW?

Correlation measures how closely two investments move together, on a scale from 1 (in lockstep) through 0 (unrelated) to -1 (in opposite directions).

- Moving a fifth of the money in LOW into DXJ would have cut the portfolio's volatility by 17% over the past 5 years and raised its annual return (0.0% for LOW alone, +5.4% for the mix).
- XLE made money in six of the eight calendar years in which LOW lost money.
- Among large ETFs, DXJ, MLPX and SMH have moved largely independently of LOW over the past 5 years, with correlations of 0.42 or lower, and each still earned a positive 5-year return.

| Investment | Correlation with LOW | 5Y return | Volatility | Sharpe | Rose in LOW's 8 down years |
| --- | --- | --- | --- | --- | --- |
| DXJ: WisdomTree Japan Hedged Equity Fund | 0.27 | +225% | 19.1% | 1.34 | 3 of 8 |
| MLPX: Global X - MLP & Energy Infrastructure ETF | 0.42 | +135% | 19.7% | 0.97 | 3 of 8 |
| [SMH](https://easycompare.io/research/smh): VanEck Semiconductor ETF | 0.34 | +323% | 36.9% | 0.97 | 3 of 8 |
| [GLD](https://easycompare.io/research/gld): SPDR Gold Shares | 0.22 | +126% | 18.9% | 0.96 | 5 of 8 |
| IOO: iShares Global 100 ETF | 0.45 | +107% | 17.2% | 0.94 | 4 of 8 |
| SPMO: Invesco S&P 500 Momentum ETF | 0.40 | +136% | 20.8% | 0.93 | 2 of 8 |
| [XLE](https://easycompare.io/research/xle): State Street Energy Select Sector SPDR ETF | 0.27 | +177% | 25.5% | 0.93 | 6 of 8 |
| VLUE: iShares MSCI USA Value Factor ETF | 0.49 | +109% | 18.4% | 0.90 | 2 of 8 |

## Common questions

### What was LOW's worst drawdown?

LOW's deepest decline since it began trading in 1986 was 62.5%, from July to November 1990. It took 21 months from the low to climb back to its old high.

### What were LOW's best and worst years?

Over 29 full calendar years, LOW's best year was 1998, when it returned 117%. Its worst was 2007, with a return of -26.7%.

### Is there a better investment than LOW?

Among LOW's popular alternatives, MAS was ahead of LOW in most short and long periods. Looking beyond its popular alternatives, COST (discount retail) and ORLY (specialty retail) earned more than LOW with less volatility over the past 5 years. COST returned 17.4% a year at 22.9% volatility, against a loss of 0.6% a year at 26.4%.

### Is LOW more volatile than the S&P 500?

Yes. LOW's volatility over the past 5 years was 26.4%, 1.5 times the S&P 500's 17.1%. Volatility measures how widely returns swing around their average: in roughly two years out of three, LOW's return lands within 26.4% of its average, either way. The higher it is, the rougher the ride and the harder it is to hold through a slump.

### What is LOW's Sharpe ratio?

LOW's Sharpe ratio over the past 5 years was 0.11, against 0.79 for the S&P 500, so LOW earned less for each unit of risk than an index fund did. The Sharpe ratio is the return earned above cash for each unit of volatility: two investments with the same return are not equal if one got there with far bigger swings.

### How correlated is LOW with the S&P 500?

Over the past 5 years, LOW's monthly returns had a correlation of 0.56 with the S&P 500. Correlation runs from 1 (moving in lockstep) through 0 (unrelated) to −1 (moving in opposite directions). They often move together: some diversification next to an index fund, but not a cushion. In the table, the correlation column measures each option against LOW instead: the lower it is, the more that option would diversify a LOW holding.

### What are the best alternatives to LOW?

Of the eight popular alternatives we compared, two outperformed LOW in at least 3 of 5 short-term and 2 of 3 long-term timeframes, with dividends reinvested: MAS and HD.

### Did LOW outperform the S&P 500?

LOW finished ahead of the S&P 500 (SPY) in 17 of 29 full calendar years. In 2025, it returned -0.3%, against +17.7% for the index.

### How did LOW do in stock market crashes?

LOW fell less than the S&P 500 (SPY) in four of the ten major crashes it has traded through, and further in five. The clearest case was the Covid crash, when LOW fell 48.6% and the S&P 500 fell 33.7%.

### What diversifies LOW?

These had a low correlation with LOW over the past 5 years and still earned a positive 5-year return: among large ETFs, DXJ (correlation 0.27), MLPX (correlation 0.42) and SMH (correlation 0.34); among large stocks, CAH (correlation 0.21), CLS (correlation 0.15) and FIX (correlation 0.49). A correlation near zero means the two have moved largely independently.

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## Explore further

- Full page with charts: https://easycompare.io/research/low
- All research pages: https://easycompare.io/llms.txt
- Compare the entire market against LOW live: https://betterthanspy.com/?b=LOW&utm_source=easycompare&utm_medium=research