What Roy Morgan Research does

Roy Morgan Research is an Australian market research and polling company founded in 1941 and headquartered in Melbourne, described in its own materials as Australia's largest independent research company. Its core product is Single Source, a proprietary annual survey methodology that conducts in-person interviews with more than 60,000 Australians each year (plus large samples in New Zealand and Indonesia), linking purchase behaviour, media consumption, attitudes, brand usage and demographics into a single unified database. The platform is supported by a 200+ station centralised CATI operation, a national face-to-face interviewing network, and a team of more than 50 researchers and project managers.

Around Single Source, Roy Morgan has built a portfolio of proprietary products including the Asteroid tabulation engine, the Reactor ("the Worm") real-time response measurement system, Helix Personas (psychographic segmentation), Helix Personas Pixel (website analytics overlay), Live Mapping (hyper-local geographic targeting), and the AI-driven WorkSpace content creation platform. It also owns several proprietary segmentation frameworks (Values Segments, BEST, Food Segments, Technology Adoption Segments) and operates the long-running Customer Satisfaction Awards and Most Trusted Brand Awards programs.

The business operates a hybrid revenue model. Customised research and longitudinal government contracts (HILDA, Growing Up in Australia, Footprints in Time, National Drug Strategy Household Survey, Defence Census, International Tobacco Control) generate managed services revenue under multi-year engagements. A growing suite of SaaS and desktop products (Asteroid, Helix Personas, WorkSpace, Reactor, Single Source) drives subscription-style revenue from enterprise and government clients. Published reports and data products are also sold direct-to-customer through the store.roymorgan.com e-commerce channel. Go-to-market is enterprise field sales with quote-based bespoke pricing; the company does not publish prices and uses "Request a call back" and direct engagement as primary CTAs.

Name

Roy Morgan Research

Legal name

Roy Morgan Research

Website

https://roymorgan.com

Company type

Private

Founded year

1941

Operating status

Operating

Headcount range

251–500 employees

Short description

Roy Morgan Research is Australia's largest independent market research company, founded in 1941, running the Single Source survey of 60,000+ Australians annually and selling SaaS analytics tools, customised research, and government longitudinal studies to enterprise, media, and public sector clients.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Research and Development in the Social Sciences and Humanities (541720)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB), Industry & Sector Research (Syndicated/Custom) (BPAHALAE), Social & Digital Insights (Social Listening, Online Community Research) (MPAAALAK)

Keywords

• Market research services
• Consumer research data
• Psychographic segmentation
• Longitudinal social research
• Brand trust measurement

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. SaaS and Desktop Software Products: Roy Morgan offers a suite of Software as a Service (SaaS) and desktop-based products including Asteroid, Helix Personas, Helix Personas Pixel, Live Mapping, Reactor, Roy Morgan WorkSpace, Single Source, and various segmentation analytics tools. Products are accessed via subscription or license.
2. Customised Research Services: Bespoke market research services delivered by a team of over 50 researchers and project managers across all industries and research disciplines. Includes usage & attitude surveys, brand awareness studies, customer satisfaction, employee satisfaction, price sensitivity, advertising research, and visitor surveys.
3. Longitudinal Research Contracts: Government-funded longitudinal research contracts including HILDA Survey (since 2008), Growing Up in Australia (LSAC), Footprints in Time, National Drug Strategy Household Survey (since 1998), and Defence Census (every four years since 1995). Roy Morgan conducts data collection as commissioned service.
4. Customer Satisfaction Awards & Reports: Roy Morgan publishes monthly and annual Customer Satisfaction Awards and produces ready-made research reports on satisfaction. Reports are sold via the online store at store.roymorgan.com.
5. Risk Reports and Deep-Dive Surveys: Risk Report (topline rankings PDF and hardcopy), Risk Insights Report (about specific companies), and industry-specific deep-dive surveys for Banking, Private Health Insurance, Mining & Petroleum, Professional Sport, Media, Social Media, Energy, Agribusiness, Government. Available in various formats from snapshot overviews to bespoke deep-dive reports.
6. Online Store (Reports and Data): The company operates an online store (store.roymorgan.com) selling industry currency reports, customer satisfaction reports, target audience profiles, and various research publications including the Roy Morgan Wealth Report.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Roy Morgan Research is an Australian market research and polling company that conducts in-person interviews with over 60,000 Australians annually through its proprietary Single Source methodology, connecting purchase behaviour, media preferences, attitudes, brand usage, and demographics into a unified database. It sells subscription access to SaaS products (Asteroid, Helix Personas, Reactor, WorkSpace), commissioned custom research, government longitudinal studies (HILDA, Defence Census, National Drug Strategy Household Survey), and published industry reports.

Product overview

Roy Morgan Research offers a suite of Software as a Service (SaaS) and desktop-based products for tracking and analysing customers and their behaviours. The core platform is Single Source - described as 'the pinnacle of market research' - which provides comprehensive consumer data through interviews with over 60,000 Australians annually. Built around Single Source, the portfolio includes Data Analysis tools (Asteroid tabulation software, Helix Personas psychographic segmentation, Helix Personas Pixel website analytics, Live Mapping location insights, Reactor real-time response measurement, and WorkSpace AI-driven content creation), Segmentation Analytics modules (BEST brand equity segmentation, Food Segments, Technology Adoption Segments, Values Segments), and specialized Research products (Customer Satisfaction Awards, Premium targeting premium consumers, Risk brand monitoring, Social Media research, Young Australians Survey). The company also conducts Longitudinal Research including HILDA, Growing Up in Australia, Footprints in Time, and International Tobacco Control studies, and Major Studies such as Digital Universe and Government Policy projects. Services encompass Advertising Research, B2B Research, Customised Research, International Interviewing, Online Research, Qualitative Research, and Telephone Interviewing.

Differentiator

Problem solved

Functional benefit

Brands

• Helix Personas Pixel: Website intelligence tool that layers Roy Morgan audience intelligence over internal analytics to profile visitors and convert them faster.
• Live Mapping
• Asteroid
• Roy Morgan WorkSpace
• Reactor
• Digital Universe
• Risk

Products and services

• Single Source The core proprietary research platform that surveys over 60,000 Australians annually via in-person interviews, connecting purchase behaviour, media preferences, attitudes, brand usage, and demographics into a single unified database for enterprise and government clients.
• Asteroid Award-winning tabulation software that gives researchers the speed, creativity and power to extract maximum value from survey data, enabling users to explore data, generate hypotheses, and transform data into market intelligence.
• Helix Personas

Quantifiable outcome

• Simonds Homes generated 2.3× more conversions and 40% cheaper leads using Roy Morgan WorkSpace Copy Engine
• +1 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature10 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Melbourne Institute of Applied Economic and Social Research (University of Melbourne)coreStrategic or Co-development Partner · 1 January 2008The Melbourne Institute of Applied Economic and Social Research (University of Melbourne) oversees the HILDA (Household, Income and Labour Dynamics in Australia) Survey, a government-funded longitudinal social research project. Roy Morgan Research has been commissioned to conduct data collection for the project since 2008. The partnership is fundamental to one of Roy Morgan's flagship government research products.
• Department of Social Services (Australian Government)coreStrategic or Co-development PartnerRoy Morgan provides research services to the Australian Department of Social Services for the Growing Up in Australia: The Longitudinal Study of Australian Children (LSAC) and Footprints in Time: The Longitudinal Study of Indigenous Children. The partnership involves Roy Morgan conducting large-scale longitudinal research commissioned by the government.
• Australian Institute of Family StudiescoreStrategic or Co-development PartnerThe Australian Institute of Family Studies partners with Roy Morgan and the Department of Social Services on the Growing Up in Australia study (LSAC). The institute provides academic oversight and research guidance for this major longitudinal study of Australian children and families.
• Australian Institute of Health and Welfare / Department of Health and AgeingcoreStrategic or Co-development PartnerSince 1998, Roy Morgan has conducted all waves of the National Drug Strategy Household Survey on behalf of the Australian Institute of Health and Welfare and the Department of Health and Ageing. The survey provides detailed national data about awareness, attitudes and behaviour relating to licit and illicit drugs.
• Australian Defence ForcecoreStrategic or Co-development PartnerEvery four years since 1995, Roy Morgan has conducted Australia's Defence Census, distributing over 102,000 Census forms to Defence employees around Australia and overseas. The census establishes an authoritative profile of Defence members and their family circumstances for workforce planning and policy development.
• Dr Ross HoneywillminorStrategic or Co-development PartnerDr Ross Honeywill, a social scientist, identified the NEO (New Economic Order) consumer framework. Roy Morgan partnered with Dr Honeywill to use the NEO consumer framework to underpin the Premium suite of business solutions. The NEOs are described as the most valuable consumers in the economy and represent 24% of the Australian population.
• International Tobacco Control Policy Evaluation ProjectminorStrategic or Co-development PartnerThe International Tobacco Control Policy Evaluation Project is an international cohort study of tobacco use run across 31 countries. Roy Morgan conducts the Australian arm of this WHO-affiliated study which measures the psychosocial and behavioural impact of key national level policies of the WHO Framework Convention on Tobacco Control (FCTC).
• Simonds HomesminorStrategic or Co-development PartnerSimonds Homes is referenced as a case study partner on Roy Morgan WorkSpace product page, where they used the WorkSpace Copy Engine to generate 2.3× more conversions and 40% cheaper leads.

Scale indicators14 records

Expansion highlights6 records

Broad incumbents

• Nielsen: Global measurement and data analytics company with extensive consumer panel, media measurement and audience research operations across Australia and New Zealand. Directly comparable in syndicated consumer research and brand-tracking but operates at vastly larger scale and broader geographic coverage.
• Kantar: World-leading market research and consumer insights company with strong Australian operations covering brand tracking, media measurement and consumer panels. Overlaps Roy Morgan's Single Source and brand-equity offerings but with global scale and integrated consultancy capabilities.
• Ipsos: Global market research and consulting firm with significant Australian public-opinion polling and syndicated research operations. Closely comparable to Roy Morgan in opinion polling, social research and brand measurement but at much larger multinational scale.
• GfK (now NIQ): Global consumer intelligence company (formed through the merger of GfK and NielsenIQ) operating in Australia across retail measurement, consumer panels and brand research. Comparable in consumer insights and panel-based syndicated research at multinational scale.
• Deloitte Insights (Australia): Large professional services firm producing syndicated industry research, consumer surveys and economic outlooks in Australia. Adjacent competitor in syndicated research publications and enterprise insights, with broader consulting and audit capabilities.

Direct peers

• YouGov: Digital-first consumer research panel operating across multiple geographies. Comparable to Roy Morgan in syndicated consumer insights and political polling but built on online panel methodology rather than face-to-face interviewing, representing a structurally different cost model.
• Pureprofile: ASX-listed Australian consumer research and data platform with online panel technology. Directly comparable in Australian market research delivery and data monetisation, with overlapping customer base across enterprise and government.

Regional players

• Essential Media Communications: Australian public opinion polling and research firm, well known for federal political polling. Directly comparable to Roy Morgan's Morgan Poll in Australian political and social polling, though with a more polling-centric offering than full consumer research.
• Galaxy Research: Australian market and social research firm providing political polling, brand tracking and consumer research. Comparable in Australian syndicated polling and consumer research services, primarily domestic in scope.

Others

• PwC Australia (Research & Insights): Big-4 consulting firm with consumer and industry research capabilities in Australia, often competing for enterprise custom research and insights engagements. Adjacent to Roy Morgan's bespoke research services but embedded within a broader advisory portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/roymorganonline
• YouTubeyoutube.com/c/roymorganaus
• Facebookfacebook.com/RoyMorganResearch
• LinkedInlinkedin.com/company/roy-morgan-research
• Instagraminstagram.com/roymorganaus

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 Roy Morgan Research