Analysts and investors often use return on equity $($ROE$)$ to compare profitability of a company with other firms in the industry. ROE is considered a very important measure, and managers strive to make the company$$s ROE numbers look good.

If a firm takes steps that increase its expected future ROE, its stock price will increase.

Suppose you are trying to decide whether to invest in a company that generates a high expected ROE, and you want to conduct further analysis on the company$$s performance. If you wanted to conduct a trend analysis, you would:

Analyze the firm$$s financial ratios over time

Compare the firm$$s financial ratios with other firms in the industry for a particular year

You decide also to conduct a qualitative analysis based on the factors summarized by the American Association of Individual Investors $($AAII$).$ According to your understanding, a company with one key customer is considered to be $\_\_\_\_\_$ risky than companies with several customers.