Morning Consult is a privately-held technology and media company established in 2013. The company specializes in online survey and market research and has offices in Washington, D.C. and New York City [4] .

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, tracks nearly 1,000 companies, products and individuals by surveying 5,000 people every day [5] .

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 they went live in 2013. [6] The White House used that polling in its briefing later that day. [7]

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.

In 2015, the company published a report on the ‘Shy Trump’ voter in the Republican presidential primaries. [8]

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 [9] . In June 2016, Morning Consult debuted the Morning Consult Brand Index in Fortune magazine’s annual release of the Fortune 500 list [10] and began polling with Bloomberg News on investor sentiment [4] .

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.' [4] 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. [13] [4]

In 2017, Morning Consult launched its flagship research product, Morning Consult Brand Intelligence [4] . The market research platform uses daily interviews with 5,000 Americans to provide daily tracking on nearly 1,000 companies, products and services. [4]

In addition to its weekly poll with Politico, Morning Consult also conducts regular survey research with The New York Times . [4]

In September 2017, the company opened an office in New York City.

Methodology

Morning Consult conducts scientific online polling. [4] For their weekly 2,000 person polls, they use 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 2012 Current Population Survey).

During the 2016 presidential election, Morning Consult had one of the most accurate national polls, showing Hillary Clinton winning the national popular vote by 3 percent (she won by 2.1 percent). [4] The website FiveThirtyEight also found that Morning Consult had the lowest house effects of any pollster that year. [4]

Morning Consult Brand Intelligence

In the spring of 2017, Morning Consult launched Brand Intelligence, a survey research and media monitoring platform. The platform tracks 1,000 public-facing brands and products, and offers subscribers access to data on their company as well as competitors. For each brand that is tracked, Morning Consult conducts 60,000 interviews per year.

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.

Media division

Morning Consult’s editorial division covers six subject areas: Washington, Brands, Tech, Energy, Finance, and Health. 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, U.S. senator rankings, a most loved brand index, and more.