American Viewpoint

What American Viewpoint does

American Viewpoint is a U.S. public opinion research firm founded in 1985 by Linda DiVall and headquartered in the Washington, D.C. metropolitan area (Alexandria, VA). The firm delivers political, corporate, crisis, brand, membership, and healthcare research through a mix of quantitative and qualitative methodologies, including telephone and online surveys, in-person and online focus groups, QualBoard asynchronous online focus groups, Perception Analyzer dial testing, and online ad testing. It serves two primary customer segments: Republican political campaigns and committees (RNC, NRCC, NRSC, RGA, and individual candidates ranging from city council to President) and Fortune 500 corporate clients across healthcare (Pfizer, BCBS Association, HCA, AHIP, AARP), telecommunications (AT&T, Charter), energy (Georgia Power, Altria, KBR), financial services (Coca-Cola), and other sectors. The firm has served on the polling team of nearly every Republican Presidential nominee since Reagan and has conducted research for 56 congressional races and 49 statewide campaigns and ballot measures since 2022.

The business operates as a relationship-driven professional services consultancy with 9+ named team members. Revenue is generated through custom, quote-based project engagements, including one-time studies, ongoing tracking relationships, and crisis-response work. Distribution is exclusively through direct engagement by senior leadership (DiVall, Gutermuth, Blunt), with no self-serve, channel-partner, or digital marketing infrastructure. The firm has invested in proprietary methodological expertise in Perception Analyzer dial testing (100+ tests conducted by Gutermuth, including presidential primary debates) and QualBoard asynchronous research, supported by a CTO function handling internal data infrastructure. American Viewpoint, Inc. is a privately held, founder-controlled corporation with no disclosed external investors. Pricing is not publicly disclosed. The firm holds a registered trademark in the American Viewpoint name and has operated continuously for 40+ years, with team additions through 2026.

Name

American Viewpoint

Legal name

American Viewpoint, Inc.

Website

https://amview.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

American Viewpoint is a U.S. public opinion research firm founded in 1985 that provides polling, focus groups, dial testing, and strategic research for Republican political campaigns and Fortune 500 corporate clients across healthcare, telecommunications, and energy sectors.

Ownership category

akta.pro rank

Product category

Public Opinion and Political Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191), Research and Development in the Social Sciences and Humanities (541720)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Survey, Panel & Fieldwork Services (BPAHALAJ)

akta.pro secondary industry

Electoral Support & Election Observation (BPADAGAA)

Keywords

• Political polling services
• Public opinion research
• Campaign strategy consulting
• Survey research services
• Focus group research

Headquarters

HQ city

Alexandria

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Political Research Services: Research and polling services for political campaigns including benchmark surveys, tracking polls, dial testing, focus groups, and strategic consulting. Revenue is project-based and likely multi-engagement (ongoing tracking relationships with campaign clients).
2. Corporate Research Services: Strategic research for Fortune 500 companies, trade associations, and organizations including brand studies, membership satisfaction surveys, crisis management research, and policy communications testing. Delivered as one-time studies or ongoing research relationships.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

American Viewpoint is a public opinion research firm that conducts political polling and strategic research for Republican campaigns, party committees, and Fortune 500 corporate clients. Services span quantitative surveys (telephone and online), in-person and online focus groups, real-time Perception Analyzer™ dial testing, and QualBoard asynchronous focus groups, delivered as tailored, project-based engagements across practice areas including political research, corporate research, crisis management, brand enhancement, membership satisfaction, and healthcare and insurance studies.

Product overview

American Viewpoint is a public opinion research firm offering a unified portfolio of research services rather than a software platform. The core offerings include Political Research, Corporate Research, Crisis Management, Brand Enhancement, Membership Satisfaction, and Healthcare & Insurance Studies. These services are delivered through specific research methods: Quantitative Surveys (telephone and mixed-mode), Online Surveys, Focus Groups (in-person and online), Dial Testing (using Perception Analyzer), Online Ad Testing, and QualBoards (asynchronous online focus groups). The firm has operated since 1985 serving political campaigns and corporate clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Political Research Polling strategy and message testing for political campaigns ranging from city council to President of the United States, including voter preference surveys and campaign strategy consulting.
• Corporate Research Strategic research services for Fortune 500 companies, telecommunications firms, insurance providers, and financial institutions to understand customer perceptions, test communications, evaluate brand reputation, and inform executive decision-making.
• Crisis Management Research Rapid-response research including national surveys, dial testing of news reports, and opinion elite focus groups to assess public perception and guide communications during high-stakes situations.
• Brand Enhancement Positioning research covering brand assessment, external communications, spokesperson testing, crisis communications, brand impact analysis, social media engagement, product and concept testing, and advertising testing.
• Membership Satisfaction Research Surveys and analysis for associations and nonprofits to understand and strengthen member engagement, including interviews with hard-to-reach audiences such as members, donors, customers, doctors, nurses, and premium ticket-holders.
• Healthcare & Insurance Studies Research solutions for hospitals, insurers, advocacy organizations, and nonprofits covering health policy, health communications, member and provider satisfaction, Medicare studies, insurance plan evaluations, and new product development.
• Quantitative Surveys Large-scale telephone and mixed-mode surveys delivering statistically representative data on public opinion, voter preferences, message testing, and brand perception.
• Focus Groups In-depth qualitative discussions conducted in-person and online with carefully recruited respondents to uncover attitudes and emotional drivers of opinion for political and corporate clients.
• Dial Testing (Perception Analyzer™) Real-time audience response research using the Perception Analyzer™ system to measure moment-by-moment reactions to speeches, ads, debates, and media content for political and corporate clients.
• QualBoards (Asynchronous Online Focus Groups) Asynchronous online focus groups enabling hard-to-reach audiences to participate over multiple days, producing richer and more considered responses than traditional focus groups for political and corporate research.

Quantifiable outcome

• Brand ratings improved from less than 1:1 to over 3:1 favorable ratio for Fortune 100 company after brand enhancement campaign
• +5 more outcomes

Named customers24 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Public Opinion Strategies: Two-person Republican polling firm (McIntosh & Schwerin) servicing GOP campaigns and corporate clients with quantitative and qualitative research — a direct competitor to American Viewpoint in the same niche with overlapping Fortune 500 and federal/state political client rosters.
• Wilson Perkins Allen Opinion Research: Republican polling firm serving party committees, federal candidates, and corporate clients with survey research and strategic consulting — competes head-to-head with American Viewpoint for GOP campaigns and corporate advocacy work.
• McLaughlin & Associates: Long-standing Republican polling firm doing political and corporate public opinion research with a similar mix of ballot measures, federal races, and Fortune 500 clients — closely comparable in size, methodology, and go-to-market approach to American Viewpoint.
• The Tarrance Group: Republican survey research and strategic consulting firm specializing in ballot measures and political campaigns — directly comparable to AV's ballot-measure and political practices in approach and clientele.
• Mason-Dixon Polling & Strategy: Independent political and public opinion polling firm known for state-level accuracy and ballot-measure research — competes for similar state-level and political clients as American Viewpoint.
• Remington Research Group: Republican political polling firm focused on automated and IVR survey research for campaigns and trade associations — competes for the same party-committee and campaign clients as American Viewpoint.

Emerging players

• Morning Consult: Technology-driven public opinion and market research firm with proprietary panels covering political and enterprise research — partial overlap with AV's brand, healthcare, and political practices but at far greater scale and with a platform-led model.
• Public Policy Polling: Public opinion polling firm producing automated and IVR survey research for political, corporate, and advocacy clients — comparable methodologies and similar public opinion focus, though typically not custom strategic consulting.

Broad incumbents

• Gallup: One of the most recognized public opinion research brands globally, conducting political polling, brand research, and employee engagement studies — broader and larger than AV but overlapping in political polling and corporate research.
• Ipsos Public Affairs: Global market and public opinion research firm operating in U.S. politics, healthcare, and corporate reputation — broad incumbent offering overlapping enterprise research, healthcare, and political polling capabilities to AV's Fortune 500 clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/american-viewpoint

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 American Viewpoint