What Magid does

Magid is a privately held consumer experience advisory and consumer insights firm founded in 1956 and headquartered in Minneapolis, Minnesota. The company serves enterprise clients across seven core verticals — Information Media, Entertainment Media, Consumer Brands and Services, Games, Travel/Hospitality, Retail, and Health/Fitness — with named clients including CBS, Fox News, MGM+, Bungie, 3M, Hershey's, Kellogg's, KFC, Nestle, Southwest Airlines, and Planet Fitness.

Magid's core technology is a proprietary Human Intelligence platform that combines decades of consumer datasets with AI-powered workflow tools. This includes the emotional-analytics product EmotionalDNA (analyzing 700+ brands), SubScape (streaming audience segmentation), Brand eDNA, DiversityLens, and CultureGraphics, along with the newer AI-driven suite of Collaborator Publisher (generative content with AccuracyCheck hallucination detection), Collaborator Strategy, and AD.VANTAGE AI. The firm also runs traditional qualitative and quantitative research methodologies — focus groups, surveys, choice modeling, predictive modeling, and TURF analysis — and a strategic consulting layer.

Magid monetizes through a hybrid model: enterprise consulting and advisory engagements (project or retainer-based), syndicated and custom research services, and a growing portfolio of SaaS-style AI products sold via 'Let's Talk' consultations. Recent strategic moves include hiring Jeff Segal as SVP Revenue in May 2026 to commercialize the AI product suite, partnerships with Claritas (streaming data), Pearl TV (NEXTGEN TV research), and Investor's Business Daily (broker rankings), and a stated 73% client return rate across its Consumer Brands + Services team.

Name

Magid

Legal name

Magid

Website

https://magid.com

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

251–500 employees

Short description

Magid is a Minneapolis-based consumer insights and advisory firm, founded in 1956, serving enterprise clients across media, entertainment, consumer goods, retail, gaming, and travel with proprietary datasets, AI-driven workflow tools, and strategic consulting.

Ownership category

akta.pro rank

Product category

Market Research and Consumer Insights

NAICS

Marketing Consulting Services (541613), Marketing Research and Public Opinion Polling (541910), Advertising Agencies (541810)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Brand & Portfolio Strategy Consulting (MPAAAFAB)

akta.pro secondary industries

Fieldwork & Data Collection (Online Panels, CATI/CAPI, Fieldwork) (MPAAALAD), Survey, Panel & Fieldwork Services (BPAHALAJ)

Keywords

• Consumer insights research
• Strategic consulting
• Media intelligence
• Brand strategy
• Market research

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting and Advisory Services: Magid provides strategic consulting services across branding, marketing, business strategy, consumer insights, investor support, and product development. These are likely project-based or retainer engagements with enterprise clients seeking advisory services.
2. Research and Analytics Services: Qualitative and quantitative research services including focus groups, surveys, brand trackers, consumer behavior analysis, and custom research studies. Revenue derived from syndicated research reports and custom research engagements.
3. AI-Powered Software Products: SaaS-based AI tools including Collaborator Publisher, Collaborator Strategy, AD.VANTAGE, and proprietary intelligence platforms. Products likely sold on subscription or license basis to media companies, broadcasters, and brands.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Magid is a consumer-centered business strategy and advisory firm delivering consumer insights, strategic consulting, and qualitative/quantitative research services to enterprise clients across media, entertainment, retail, consumer goods, and gaming industries. The firm pairs traditional advisory engagements with a proprietary suite of AI-powered workflow tools (Collaborator Publisher, Collaborator Strategy, AD.VANTAGE) and human intelligence datasets (EmotionalDNA, SubScape, Brand eDNA) to help brands understand audiences, optimize content, and drive measurable business growth.

Product overview

Magid is a customer experience advisory and services firm offering a portfolio of AI-driven workflow products and proprietary human intelligence datasets. The core offerings include Collaborator Publisher and Collaborator Strategy (AI-powered content creation tools that leverage proprietary consumer intelligence to generate brand-aligned content and marketing briefs), AD.VANTAGE AI (marketing automation tool), and a suite of data products including EmotionalDNA (media intelligence), SubScape (streaming audience segmentation), Brand eDNA (brand analytics), DiversityLens (DEI measurement), and CultureGraphics (cultural insights). These products are complemented by strategic consulting, qualitative research (1-on-1s, digital ethnography, focus groups), and quantitative research (choice modeling, predictive modeling, TURF analysis) services across industries including media, retail, consumer goods, games, and health/fitness.

Differentiator

Problem solved

Functional benefit

Brands

• EmotionalDNA: Proprietary tool that quantifies predictive emotional connections of entertainment assets against key drivers of viewer engagement.
• SubScape
• Collaborator Publisher
• Collaborator Strategy
• AD.VANTAGE
• DiversityLens
• Brand eDNA
• CultureGraphics

Products and services

• Collaborator Publisher AI-driven content creation tool that turns proprietary consumer intelligence and source inputs into brand-perfect news stories, podcast scripts, corp comms, and marketing collateral, with an AccuracyCheck feature to flag hallucinations and ensure near-zero errors.
• Collaborator Strategy AI-driven marketing strategy brief creation tool that turns proprietary consumer intelligence and inputs into fully-informed marketing strategy briefs in minutes, using BrandSync brand customization.
• AD.VANTAGE AI AI-powered marketing tool that helps marketers create impactful emails, blogs, and social media posts, providing consumer insights and tailored counsel for business efficiency.
• EmotionalDNA (eDNA) Media intelligence platform that quantifies predictive emotional connections of thousands of entertainment assets against key drivers of viewer engagement, analyzing 700+ brands and helping media companies understand consumers to enhance media strategies.
• SubScape Streaming video audience segmentation toolkit that places SVOD subscribers into distinct profiles, optimizing planning and activation to bring up LTV and bring down CAC.
• Brand eDNA Brand engagement analytics tool that analyzes 700+ brands to understand consumers and enhance media strategies through emotional insights.
• DiversityLens Cultural perception measurement tool that enhances DEI across all business units for impactful audience engagement.
• Human Intelligence Suite Comprehensive suite combining consumer intelligence and advanced data expertise with strategy and activation, bundling AD.VANTAGE, EmotionalDNA, Brand eDNA, DiversityLens, CultureGraphics, and SubScape.
• Branding, Marketing and Sales Consulting Strategic consulting services covering ad/concept testing, advertising, brand health and trackers, brand positioning, franchisee support, and sales optimization for enterprise clients.
• Business Strategy and Planning Consulting Strategic planning services covering competitive analysis, investment allocation, landscape assessment, managed services, market identification, and strategic planning for enterprise growth.
• Consumer Insights and Engagement Research Consumer insights research services covering attitudes and usage studies, churn management, customer experience, customer journeys, omni-channel experience, profiling and personas, and retention and loyalty programs.
• Data Science and Subscriber Science Data science services covering AI-powered simulation and scenario planning, analytics-driven insight, and Subscriber Science subscription modeling techniques for retention and value optimization.
• Investor Support and Due Diligence Research Investor support services covering competitive research, consumer and client industry and product insights, industry analysis and tracking, and strategic intelligence for due diligence.
• Product and Content Development Consulting Product and content development services covering content assessment, analysis and strategy, content optimization, experience evaluations, IP expansion, product development, resource optimization, and series maintenance.
• Communications and Coaching Services Communications services covering communication coaching, talent and executive coaching, and investor relations for enterprise clients and leadership teams.

Quantifiable outcome

• 50%+ growth in newsroom productivity
• +2 more outcomes

Named customers21 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature8 records

Partnerships

Three partnerships are on record, tiered core.

• Pearl TVcoreStrategic or Co-development PartnerMagid conducted national research for Pearl TV on NEXTGEN TV adoption, finding that 81% of over-the-air viewers would purchase converter boxes. Pearl TV is working with Magid's research insights to guide development of low-cost converter boxes and program guide data for the broadcast industry's digital transition.
• ClaritascoreStrategic or Co-development PartnerMagid and Claritas partnered to enhance targeted marketing solutions for the streaming ecosystem. The partnership leverages Magid's proprietary segmentation insights combined with Claritas' data capabilities to drive superior ROI for clients in the streaming and media industry.
• Investor's Business DailycoreGTM or Marketing PartnerMagid partnered with Investor's Business Daily for its 14th annual ranking of best online brokers for 2026. Magid surveyed 4,000 investors to evaluate 18 major brokerages across 20 service attributes, with the resulting rankings published by IBD.

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Ipsos: Ipsos is a global market research and consumer insights company serving CPG, media, and consumer brands—comparable to Magid in research methodology, vertical breadth, and enterprise client base.
• GfK (NielsenIQ): GfK, now part of NielsenIQ, provides consumer insights and market research with deep CPG and retail focus. Its consumer panels and brand tracking capabilities directly parallel Magid's brand health and consumer behavior offerings.
• Mintel: Mintel specializes in consumer market research and competitive intelligence across CPG, retail, and consumer services—closely aligned with Magid's Consumer Brands and Services vertical and syndicated research model.
• Kantar: Kantar is a global leader in consumer insights, market research, and brand strategy consulting. Its portfolio of syndicated and custom research services directly overlaps with Magid's consumer insights and brand strategy advisory work.
• comScore: comScore provides cross-platform audience measurement, media analytics, and consumer insights for publishers, broadcasters, and advertisers—comparable to Magid's EmotionalDNA and SubScape media intelligence tools.
• Nielsen: Nielsen is the largest media and consumer research firm globally, providing audience measurement, ratings, and consumer insights to broadcasters, advertisers, and brands—directly comparable to Magid's media intelligence and EmotionalDNA offerings.
• Edison Research: Edison Research specializes in media and consumer research, including audience measurement and content insights for broadcasters—highly comparable to Magid's information media and entertainment research work.

Broad incumbents

• Forrester Research: Forrester is a broader research and advisory firm serving enterprise clients with syndicated research and consulting—overlapping with Magid's strategy consulting and consumer insights capabilities, though at a wider industry scope.

Emerging players

• Hub Entertainment Research: Hub Entertainment Research focuses specifically on consumer engagement with entertainment content and platforms—a direct niche competitor to Magid's entertainment media research vertical.
• Parrot Analytics: Parrot Analytics provides audience demand measurement and content analytics for streaming and entertainment companies—comparable to Magid's SubScape and entertainment engagement work via a more technology-led, data-product approach.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/magid
• Xx.com/Magid_Insights

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds1 record

Investors1 record

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 Magid