Morning Consult

Morning Consult, LLC
Privately held company
Industry survey research, market research
Founded 2013 (2013) in Washington, D.C.
Key people
  • Michael Ramlet, CEO
  • Kyle Dropp, Chief research officer
  • Alex Dulin, CTO
Products Morning Consult Brand Intelligence
Website morningconsult.com

Morning Consult is a privately held technology and media company established in 2013. The company specializes in online survey research technology and has offices in Washington, D.C., New York City, Chicago, and San Francisco.[1]

Morning Consult provides survey research tools, data services and news to organizations in business, marketing, policy and politics. The company's proprietary brand tracking platform, Brand Intelligence[2], tracks nearly 2,000 companies, products and individuals by surveying 6,000 people every day on each brand it tracks.[3]

History

Morning Consult was founded in 2013 by CEO Michael Ramlet. It officially launched 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.[4] The White House used that polling in its briefing later that day.[5]

Initially operating from a row house near Capitol Hill, the firm went from 13 employees in 2014 to 39 in Washington, D.C. in late 2015.[6]

In 2015, the company published a report on the ‘Shy Trump’ voter in the Republican presidential primaries.[7]

The company subsequently signed partnership agreements with a number of media outlets. In February 2016, Morning Consult partnered with Vox to conduct polling on topical stories in politics and culture.[8] In June 2016, Morning Consult debuted the Morning Consult Brand Index in Fortune magazine's annual release of the Fortune 500 list[9] and began polling with Bloomberg News on investor sentiment.[10]

Morning Consult CEO & Co-Founder Michael Ramlet at the company's headquarters.

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.'[11] The polling relationship continued after the 2016 election and is released weekly in Politico Playbook.

The company's services saw an increase in popularity in 2016 and 2017 following its accurate polling results for the 2016 U.S. presidential election, showing a closer race than other pollsters.[4][12]

In 2017, Morning Consult launched its flagship survey research technology product, Brand Intelligence.[13] The survey research technology platform uses daily interviews with 6,000 Americans to provide daily tracking on nearly 2,000 companies, products and services.[14]

In addition to its weekly poll with Politico, Morning Consult also conducts regular survey research with The New York Times.[15]

In October 2017, the company opened an office in New York City and then in Chicago[16] and San Francisco[17] in 2018.[18]

Methodology

Morning Consult conducts scientific online polling.[19] For its weekly 2,000 person polls, it uses a stratified sampling process and multiple nationally recognized vendors to 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, they successfully predicted Hillary Clinton winning the national popular vote by 3 percent (she won by 2.1 percent).[20] The website FiveThirtyEight also found that Morning Consult, along with other prolific online polling firms, did not have a strong house effect in its 2016 election polling.[21]

Brand Intelligence

In the spring of 2017, Morning Consult launched Brand Intelligence, a survey research and media monitoring platform. The platform tracks 2,000 public-facing brands and products, and offers subscribers access to data on their companies as well as competitors. For each brand that is tracked, Morning Consult conducts 60,000 interviews per year.[22]

Brand Intelligence also provides social media listening and media monitoring services, aggregating results from over 85,000 news outlets.

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.[23]

Media division

Morning Consult’s editorial division covers eight subject areas: Washington, Brands, Tech, Energy, Finance, Health, Sports, and Entertainment. The editorial team produces original reporting, as well as daily email newsletter briefings that reach 300,000 subscribers.

The editorial team also produces semi-annual rankings on a range of topics, including governor rankings[24], U.S. senator rankings[25], a most loved brand index[26], and more.

References

  1. ↑ "About - Morning Consult". Morning Consult. Retrieved 2017-10-16.
  2. ↑ "Brand Intelligence". https://morningconsult.com/product/brand-intelligence/. Retrieved 2017-10-16. External link in |website= (help)
  3. ↑ "Here's Why Your PR Nightmare Might Not Be a Crisis After All". Fortune. Retrieved 2017-10-16.
  4. 1 2 "A breakout company broke the dam in 2016 polling, and now it wants to become 'the Bloomberg of public opinion'". Business Insider. Retrieved 2017-03-26.
  5. ↑ "White House Release - Affordable Care Act Media Update - Morning Consult". Morning Consult. Retrieved 2017-10-16.
  6. ↑ "A breakout company broke the dam in 2016 polling, and now it wants to become 'the Bloomberg of public opinion'". Business Insider France (in French). Retrieved 2017-10-16.
  7. ↑ McGill, Andrew. "Are Many Trump Supporters Too Embarrassed to Tell Pollsters the Truth?". The Atlantic. Retrieved 2017-10-16.
  8. ↑ "Vox.com and Morning Consult Join Forces on New Polling Project". Retrieved 2017-10-16.
  9. ↑ "Morning Consult Debuts Brand Index with Fortune 500 - Morning Consult". Morning Consult. 2016-06-06. Retrieved 2017-10-16.
  10. ↑ "Trump Beats Clinton for Investor Confidence in National Poll". Bloomberg.com. 2016-06-22. Retrieved 2017-10-16.
  11. ↑ "POLITICO to launch polling partnership with Morning Consult". POLITICO. Retrieved 2017-10-16.
  12. ↑ Lapowsky, Issie. "Is Trump Hate-Tweeting You? Find Out if It's Really a Crisis". Wired.com. Retrieved 2017-03-26.
  13. ↑ "Brand Intelligence". https://morningconsult.com/product/brand-intelligence/. Retrieved 2017-10-17. External link in |website= (help)
  14. ↑ Lapowsky, Issie. "Is Trump Hate-Tweeting You? Find Out if It's Really a Crisis". WIRED. Retrieved 2017-10-16.
  15. ↑ Quealy, Kevin (2017-10-11). "The N.F.L. Is Now One of the Most Divisive Brands in the U.S." The New York Times. ISSN 0362-4331. Retrieved 2017-10-16.
  16. ↑ "Morning Consult Chicago - Morning Consult". Morning Consult. Retrieved 2018-10-10.
  17. ↑ "Morning Consult San Francisco - Morning Consult". Morning Consult. Retrieved 2018-10-10.
  18. ↑ "Morning Consult New York - Morning Consult". Morning Consult. Retrieved 2018-10-10.
  19. ↑ "A breakout company broke the dam in 2016 polling, and now it wants to become 'the Bloomberg of public opinion'". Business Insider. Retrieved 2017-10-16.
  20. ↑ "2016 General Election: Trump vs. Clinton - Polls - HuffPost Pollster". The Huffington Post. Retrieved 2017-10-16.
  21. ↑ "Election Update: Leave The LA Times Poll Alone!". FiveThirtyEight. 2016-08-23. Retrieved 2017-10-16.
  22. ↑ Lapowsky, Issie. "Is Trump Hate-Tweeting You? Find Out if It's Really a Crisis". WIRED. Retrieved 2017-10-16.
  23. ↑ Quealy, Kevin (2017-10-11). "The N.F.L. Is Now One of the Most Divisive Brands in the U.S." The New York Times. ISSN 0362-4331. Retrieved 2017-10-16.
  24. ↑ "America's Most And Least Popular Governors –– July 2017". Morning Consult. Retrieved 2017-10-16.
  25. ↑ "These Are the Most Popular Senators in America Right Now". Morning Consult. Retrieved 2017-10-16.
  26. ↑ "Most Loved Brands - Morning Consult Intelligence". morningconsultintelligence.com. Retrieved 2017-10-16.
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