Morning Consult is an American business intelligence company established in 2014.[1] It was named one of the fastest growing technology companies in North America by Deloitte in both 2018 and 2019[2][3] and was valued at more than one billion dollars in June 2021.[4] The company specializes in online survey research technology and has offices in Washington, D.C., New York City, Chicago, and San Francisco.[5]
Morning Consult provides global survey research tools, data services and news to organizations in business, marketing, economics, and politics. The company's proprietary brand tracking platform, Brand Intelligence,[6][7] tracks over 3,000 companies, products, and individuals across 40 countries by surveying tens of thousands of people every day on each brand it tracks.[8][9]
History
Morning Consult was founded in 2014 by CEO Michael Ramlet, President Kyle Dropp and CTO Alex Dulin.[10][11] It started with a poll looking at whether young and uninsured Americans were going to sign up for the Affordable Care Act's insurance exchanges, published just before the exchanges went live in 2013.[12] The White House used that polling in its briefing later that day.[13]
Initially operating from a row house near Capitol Hill, the firm went from 13 employees in 2014 to 255 in November 2020.[14][15]
In February 2016, Morning Consult partnered with Vox to conduct polling on topical stories in politics and culture.[18] In June 2016, Morning Consult launched the Morning Consult Brand Index in Fortune magazine's annual release of the Fortune 500 list[19] and began polling with Bloomberg News on investor sentiment.[20]
During the 2016 U.S. presidential election, Morning Consult and the political journalism company Politico published a weekly polling partnership on "political issues, personalities and media aspects that affect the daily debate".[21] The polling relationship continued after the 2016 election and is released weekly in Politico Playbook.[22]
In 2017, Morning Consult launched its survey research technology product, Brand Intelligence.[24] The survey research technology platform uses daily interviews with thousands of Americans to provide daily tracking on nearly 3,000 companies, products and services.[23][9]
In October 2017, the company opened an office in New York City and then in Chicago[26] and San Francisco[27] in 2018.[28]
In 2018, the company announced it was partnering with The Hollywood Reporter for a weekly polling series on what Americans think about the hottest news and trends in Hollywood.[29]
In May 2020, Morning Consult completed a $31 million Series A funding round. The funding includes capital from James Murdoch's Lupa Systems, Advance Venture Partners and others. The funding values the company at $306 million.[1]
In June 2021, Morning Consult raised a $60 million Series B funding round led by Advance Venture Partners with additional investors Susquehanna Growth Equity and Lupa Systems. Following this round of funding, the company is valued at over $1.01 billion.[4][30]
In July 2023, Morning Consult launched Morning Consult Pro, followed by Audience in September 2023, the latest two releases in a series of decision intelligence products from Morning Consult. These products build on the company's brand, economic and political insights platform, Morning Consult Intelligence. [31]
Polling and methodology
Morning Consult conducts scientific online polling.[32] It uses a nonprobability sampling process[33] and multiple nationally recognized vendors to gain access to tens of millions of Americans. After fielding, Morning Consult applies weights based on age, race/ethnicity, gender, educational attainment, and region (determined by 2016 Current Population Survey).
During the 2016 presidential election, Morning Consult had one of the most accurate national polls: despite calling the winner of the election incorrectly, it successfully predicted Hillary Clinton winning the national popular vote by 3 percent (she won by 2.1 percent).[34] The website FiveThirtyEight also found that Morning Consult, along with other prolific online polling firms, did not have a strong house effect (the tendency of a pollster to favor a political party) in the 2016 election.[35]
Morning Consult AI
In November 2024, Morning Consult announced a new suite of AI tools including a chatbot, based on training using the company's 30 million survey interviews of audience, brand, economic and political perceptions. Morning Consult said it is also developing AI assistants and AI agents to automate common use cases like brand and trend reports.[36][37]
Survey on approval ratings
The company conducts surveys on the approval ratings of the leaders of major economies.
Brand Intelligence
In the spring of 2017, Morning Consult launched Brand Intelligence, a survey research and media monitoring platform. The platform tracks over 2,000 public-facing brands and products across 12 countries, and offers subscribers access to data on their companies as well as competitors. For each brand that is tracked, Morning Consult conducts 200 interviews per day.[23]
Brand Intelligence also provides social media listening and media monitoring services, aggregating results from over 85,000 news outlets.[citation needed]
In October 2017, data from Brand Intelligence was cited in the New York Times showing changes in survey results on the NFL's brand after President Donald Trump criticized the league on Twitter.[25]
Economic Intelligence
Morning Consult launched its Economic Intelligence product in the fall of 2019, and in the spring of 2020 as it began to identify the dip in consumer confidence with the continued coronavirus outbreak.[38][39]The Federal Reserve cited the company's data in its emergency meeting March 15, 2020.[40]
In July 2023, the company launched Morning Consult Pro, a content subscription service that provides data, charts, and insights on industry trends. Its content is powered by Morning Consult's high-frequency survey data and team of industry, economic and global politics experts. [31]
Audience
In September 2023, Morning Consult rolled out Audience, a tool that draws on real-time data from thousands of consumers in more than 40 countries. [45]
Audience pulls demographics, psychographics and user habits through survey interviews, generating thousands of custom audience profiles. Morning Consult has created more than 2,000 predefined audience profiles, such as "monthly airplane flier" or "daily Spotify user," with the option for users to create custom audience segments. [46][47]
Related Research Articles
An opinion poll, often simply referred to as a survey or a poll, is a human research survey of public opinion from a particular sample. Opinion polls are usually designed to represent the opinions of a population by conducting a series of questions and then extrapolating generalities in ratio or within confidence intervals. A person who conducts polls is referred to as a pollster.
A push poll is an interactive marketing technique, most commonly employed during political campaigning, in which a person or organization attempts to manipulate or alter prospective voters' views under the guise of conducting an opinion poll. Large numbers of voters are contacted with little effort made to collect and analyze their response data. Instead, the push poll is a form of telemarketing-based propaganda and rumor-mongering masquerading as an opinion poll. Push polls may rely on innuendo, or information gleaned from opposition research on the political opponent of the interests behind the poll.
YouGov plc is a British international Internet-based market research and data analytics firm headquartered in the UK with operations in Europe, North America, the Middle East, and Asia-Pacific.
Scott William Rasmussen is an American public opinion pollster and political analyst. He is the president of RMG Research, and the founder of the Napolitan Institute. He is editor-at-large for Ballotpedia, where he writes the Number of the Day Feature.
The Harris Poll is an American market research and analytics company that has been tracking the sentiment, behaviors and motivations of American adults since 1963. In addition to the traditional consulting offered, Harris has developed software data platforms that allow brands to track health and campaign success. The firm works with clients in three primary areas: brand strategy and tracking, corporate reputation, and research for public release.
Rasmussen Reports is an American polling company founded in 2003. The company engages in political commentary and the collection, publication, and distribution of public opinion polling information. Rasmussen Reports conducts nightly tracking, at national and state levels, of elections, politics, current events, consumer confidence, business topics, and the United States president's job approval ratings. Surveys by the company are conducted using a combination of automated public opinion polling involving pre-recorded telephone inquiries and an online survey. The company generates revenue by selling advertising and subscriptions to its polling survey data.
538, originally rendered as FiveThirtyEight, is an American website that focused on opinion poll analysis, politics, economics, and sports blogging in the United States. Founder Nate Silver left in 2023, taking the rights to his forecasting model with him to his website Silver Bulletin. 538's new owner Disney hired G. Elliott Morris to develop a new model. On September 18, 2023, the original website domain at fivethirtyeight.com was closed, and web traffic became redirected to ABC News pages. The logo was replaced, with the name 538 now used instead of FiveThirtyEight.
This is a list of nationwide public opinion polls that were conducted relating to the Republican primaries for the 2016 United States presidential election. The persons named in the polls were either declared candidates, former candidates, or received media speculation about their possible candidacy. On May 4, 2016, Donald Trump became the sole contender and presumptive nominee.
This is a list of nationwide public opinion polls that have been conducted relating to the Democratic primaries for the 2016 United States presidential election. The persons named in the polls are declared candidates, are former candidates, or have received media speculation about their possible candidacy.
This page lists nationwide public opinion polls that were conducted relating to the 2016 United States presidential election. The two major party candidates were chosen at the Democratic National Convention and Republican National Convention in July 2016.
The 2020 United States presidential election in North Carolina was held on Tuesday, November 3, 2020, as part of the 2020 United States presidential election in which all 50 states plus the District of Columbia participated. North Carolina voters chose electors to represent them in the Electoral College via a popular vote. The state was narrowly won by the Republican Party's nominee, incumbent President Donald Trump of Florida, and running mate Vice President Mike Pence of Indiana, against Democratic Party nominee, former Vice President Joe Biden of Delaware, and his running mate California Senator Kamala Harris. North Carolina had 15 electoral votes in the Electoral College.
J. Ann Selzer is an American political pollster who is the president of the Des Moines, Iowa-based polling firm Selzer & Company, which she founded in 1996. She was described as "the best pollster in politics" by Clare Malone of FiveThirtyEight, which also gives Selzer & Company a rare A+ grade for accuracy.
This is a list of statewide public opinion polls that have been conducted relating to the 2020 United States presidential election. The persons named in the polls were declared candidates or received media speculation about their possible candidacy.
The 2024 United States presidential election in Arizona took place on Tuesday, November 5, 2024, as part of the 2024 United States presidential election in which all 50 states plus the District of Columbia participated. Arizona voters chose electors to represent them in the Electoral College via a popular vote. The state of Arizona has 11 electoral votes in the Electoral College, following reapportionment due to the 2020 United States census in which the state neither gained nor lost a seat. Arizona was considered a crucial swing state in 2024.
The 2024 United States presidential election in Georgia took place on Tuesday, November 5, 2024, as part of the 2024 United States elections in which all 50 states plus the District of Columbia participated. Georgia voters chose electors to represent them in the Electoral College via a popular vote. The state of Georgia has 16 electoral votes in the Electoral College, following reapportionment due to the 2020 United States census in which it neither gained nor lost a seat. Georgia was considered to be a crucial swing state in 2024.
The 2024 United States presidential election in Nevada took place on Tuesday, November 5, 2024, as part of the 2024 United States presidential election in which all 50 states, plus the District of Columbia, participated. Nevada voters chose electors to represent them in the Electoral College via a popular vote. The state of Nevada has six electoral votes in the Electoral College, following reapportionment due to the 2020 United States census, in which the state neither gained nor lost a seat.
The 2024 United States presidential election in Pennsylvania took place on Tuesday, November 5, 2024, as part of the 2024 United States presidential election in which all 50 states plus the District of Columbia participated. Pennsylvania voters chose electors to represent them in the Electoral College via a popular vote. The state of Pennsylvania has 19 electoral votes in the Electoral College, following reapportionment due to the 2020 United States census in which the state lost a seat.
The 2024 United States presidential election in Wisconsin took place on Tuesday, November 5, 2024, as part of the 2024 United States elections in which all 50 states plus the District of Columbia participated. Wisconsin voters chose electors to represent them in the Electoral College via a popular vote. The state of Wisconsin has 10 electoral votes in the Electoral College, following reapportionment due to the 2020 United States census in which the state neither gained nor lost a seat.
This page is based on this Wikipedia article Text is available under the CC BY-SA 4.0 license; additional terms may apply. Images, videos and audio are available under their respective licenses.
