Morning Consult

What Morning Consult does

Morning Consult is a Washington, D.C.-based decision intelligence company founded in 2014 that operates an always-on consumer survey engine running 30,000+ daily interviews across 100+ countries. The platform has accumulated over 100 million surveys and 6 billion answered questions, covering 3,200+ brands, and is offered as an AI-driven SaaS product (the Intelligence Platform) with custom research services on top. Core products include the Intelligence Platform (SaaS), AI Agents (Reputation, Company Performance, Customer Targeting), an RAG-powered AI Chat, MCP connectors for Claude/ChatGPT/Gemini, a daily-data API, proprietary indices (Consumer Health Index, Unemployment Index, Global Reputation Score), and Custom Research Solutions spanning Category Advantage, Brand Solutions, Reputation Solutions, Pricing Optimization, and B2B Research.

The company sells through a hybrid GTM: enterprise field sales targeting Fortune 500 brands, central banks, and major media (logos include Apple, Google, Federal Reserve, TikTok, Netflix, Coca-Cola, Amazon, Target, American Express, Starbucks, Salesforce, Televisa Univision, Tailored Brands, Cox Automotive), combined with self-serve MC Pro subscriptions and free-tier access. Pricing is primarily quote-based with freemium onboarding, monthly or annual recurring subscriptions for paid tiers, and custom enterprise agreements. Reported customer penetration covers over half of the Fortune 500.

Morning Consult achieved unicorn status (>$1 billion valuation) in June 2021 following a $60 million Series B led by Advance Venture Partners, with stated intent to expand to 50 countries and develop AI applications. In 2025 the company executed an AI-native product relaunch (Morning Consult NEXT), adding retrieval-augmented chat, autonomous agents, and predictive indices, and in April 2026 announced a strategic partnership with Hotwire Global to distribute its dataset and API through agency channels in 40 countries. The company holds SOC 2 Type II, GDPR, and CCPA compliance certifications and operates as The Morning Consult LLC (Delaware).

Name

Morning Consult

Legal name

The Morning Consult LLC

Website

https://morningconsult.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

Morning Consult is a Washington, D.C.-based decision intelligence company that runs 30,000+ daily consumer surveys across 100+ countries and serves over half of the Fortune 500 with AI-driven market research, brand tracking, and reputation intelligence through its SaaS Intelligence Platform and Custom Research Solutions.

Ownership category

akta.pro rank

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Intelligence Platform Subscription: AI-driven market research and consumer insights platform delivered as SaaS subscription. Features tiered access levels including General User (free), Authenticated User (free with registration), and paid Subscriber tiers with automatic renewal. Enterprise pricing available through sales engagement.
2. Custom Research Solutions: On-demand, high-quality market research built on the always-on survey engine, combining automation with expert design for specific questions. Sold as professional services or add-on to platform subscriptions.
3. MC Pro Content Subscriptions: Premium content and licensed data accessible through paid subscriptions, with some content behind paywalls requiring Subscriber status. Includes reports, trend analysis, and proprietary research.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Morning Consult is a global decision intelligence company that runs an always-on survey research engine conducting 30,000+ daily interviews across 100+ countries. It sells an AI-driven Intelligence Platform (SaaS) and Custom Research Solutions that turn continuous consumer data into stakeholder-ready brand, reputation, economic, and audience insights for enterprise clients.

Product overview

Morning Consult is a decision intelligence company offering a dual-product architecture consisting of the Intelligence Platform and Custom Research Solutions. The Intelligence Platform is an AI-driven SaaS product that transforms daily consumer surveys (30,000+ daily interviews across 100+ countries) into clear, stakeholder-ready insights through AI agents (Company Performance Agent, Brand Reputation Agent, Customer Targeting Agent) and tools (API, MCP connectors for Claude/ChatGPT/Gemini). Custom Research Solutions provides on-demand research including Category Advantage, Brand Solutions, Reputation Solutions, Pricing Optimization, and B2B Research. The portfolio also includes proprietary indices (Consumer Health Index, Unemployment Index, Global Reputation Score™) and AI Chat powered by retrieval-augmented generation. The platform serves Fortune 500 brands, central banks, media institutions, and agencies with always-on consumer signal data.

Differentiator

Problem solved

Functional benefit

Products and services

• Intelligence Platform AI-driven SaaS market research and consumer insights platform that transforms 30,000+ daily surveys across 100+ countries into clear, stakeholder-ready intelligence for enterprise leaders via AI agents, AI Chat, and proprietary indices.
• Custom Research Solutions On-demand, high-quality custom market research built on Morning Consult's always-on survey engine, combining automation with expert, science-backed design for specific questions and action-oriented answers for enterprise clients.
• Category Advantage Custom research solution providing brand mental market share analysis, consumer triggers mapping, and strategic growth opportunity identification within specific product categories.
• Brand Solutions Custom research solution for brand strategy, including brand awareness, consideration, preference, and loyalty measurement across consumer segments.
• Reputation Solutions Custom research solution for measuring and managing corporate reputation, stakeholder perception, and brand trust across markets.
• Pricing Optimization Custom research solution for determining optimal pricing strategies based on consumer willingness-to-pay and price sensitivity analysis.
• B2B Research Custom research solution for business-to-business audience research, including corporate decision-makers, professional buyers, and enterprise stakeholders.
• API: Aggregate Daily Data Standalone API product that enables developers and enterprises to integrate Morning Consult's always-on survey data, including brand insights, consumer sentiment, and demographic data across 40+ markets, directly into their own systems and workflows.
• Global Reputation Score™ First-ever real-time global reputation measurement tool that provides always-on monitoring of brand reputation across global markets, helping brands safeguard and manage their reputation.
• Consumer Health Index Leading indicator of consumer spending demand that combines daily measures of household financial sentiment with Morning Consult's proprietary Unemployment Index to preview near-term consumption trends.
• Morning Consult AI Chat Interactive, real-time intelligence tool powered by retrieval-augmented generation (RAG) that lets users ask natural-language questions and instantly surface brand insights from global, always-on survey data.
• MC Pro Subscription Premium content and licensed data subscription offering reports, trend analysis, and proprietary research to individual professionals and teams via monthly or annual Subscriptions with free General and Authenticated User tiers.

Quantifiable outcome

• 80+ million survey interviews conducted for annual Most Trusted Brands ranking evaluating 3,200+ brands
• +2 more outcomes

Named customers16 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability6 records

Feature6 records

Partnerships

One partnership is on record.

• Hotwire GlobalcoreStrategic or Co-development Partner · 9 April 2026Hotwire Global, a global communications and marketing consultancy, announced a strategic partnership with Morning Consult granting Hotwire access to Morning Consult's proprietary dataset and AI-native Intelligence platform. The partnership provides Hotwire and its clients access to over 80 million consumer interviews across 4,000 brands in 40 countries, with data updated daily, integrated into Hotwire and ROI·DNA's existing AI and data planning tools via API.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• NielsenIQ: Global leader in consumer measurement and media intelligence serving CPG brands and media companies. Directly comparable as a large-scale consumer data and insights provider; Morning Consult competes with NielsenIQ in brand tracking and consumer research for enterprise clients.
• GfK: Major market research firm offering consumer panels, retail measurement, and brand intelligence, now owned by NielsenIQ. Directly comparable in custom consumer research and consumer panels; mentioned in Morning Consult's own management team backgrounds.

Direct peers

• Ipsos: Global market research firm offering syndicated and custom consumer research, brand tracking, and public opinion polling across 90+ markets. Closest direct peer to Morning Consult in survey-based consumer intelligence and brand research.
• Kantar: World's largest marketing data and analytics company offering brand tracking, consumer panels, and advertising effectiveness. Directly competes with Morning Consult in brand health tracking and consumer insights for the world's largest advertisers.
• YouGov: Global survey-based market research and data analytics company with a large proprietary panel across 55+ markets. Closest direct peer by model — daily/continuous survey panels, syndicated consumer research, and subscription data products.
• RepTrak: Specialized reputation intelligence firm offering the RepTrak framework for measuring corporate reputation. Directly competes with Morning Consult's Reputation Solutions and Brand Reputation Agent products.
• Qualtrics: Experience management platform offering survey technology, consumer research, and brand tracking with strong enterprise distribution (now private under Silver Lake). Comparable as a SaaS-driven insights platform serving Fortune 500 brand and CX teams.
• SurveyMonkey: Public survey technology and market research platform offering self-serve survey tools and an enterprise market research solution. Comparable in survey-based research methodology and SaaS delivery, though Morning Consult is more enterprise-data focused.
• Dynata: First-party data and insights platform operating one of the world's largest consumer research panels. Directly comparable as a survey-data infrastructure provider serving market research buyers and enterprises.

Emerging players

• Prolific: Fast-growing online participant recruitment platform for academic and commercial research. Emerging player in the same survey/research ecosystem with overlap in respondent access and enterprise research workflows.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MorningConsult

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds4 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Morning Consult