Umr Research
UMR Research is a New Zealand-based public opinion research firm providing political polling, campaign strategy, issues management, and agricultural sector research to government leaders, influential organizations, and rural clients across Auckland and Wellington.
- Company typePrivate
- Founded-
- HeadquartersWellington, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Umr Research does
UMR Research is a New Zealand-based professional research firm specializing in public opinion research, political polling, and strategic advisory services. Founded on political polling and analysis, the firm has built decades of experience studying the NZ public mindset and currently serves as pollsters to the country's Prime Minister. Its service portfolio spans public opinion research, political polling and analysis, campaign strategy, issues management consulting, and specialized agricultural sector research backed by over 25 years of rural engagement.
The firm operates a sales-led, professional services model, delivering bespoke research and advisory engagements directly to influential leaders and organizations across New Zealand. Its primary customer segments are government and political leaders, influential organizations, and the agricultural sector. Distribution is entirely domestic, with direct client engagement through offices in Auckland and Wellington. Pricing is not publicly disclosed, consistent with a bespoke project-based professional services model.
UMR's corporate structure has evolved into a multi-entity arrangement, with the firm now operating alongside related research brands AK Research, Primary Purpose, and Talbot Mills Research, all sharing the same team of research professionals. The firm is privately held with no disclosed parent company, funding history, or ownership structure, and shows no evidence of AI/ML capability development, digital product offerings, or public-facing technology platforms. Core technology remains traditional polling and qualitative/quantitative research methodologies.
Umr Research firmographics
Firmographics- Name
- Umr Research
- Legal name
- UMR Research New Zealand
- Website
- https://umr.co.nz
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- UMR Research is a New Zealand-based public opinion research firm providing political polling, campaign strategy, issues management, and agricultural sector research to government leaders, influential organizations, and rural clients across Auckland and Wellington.
- Ownership category
- akta.pro rank
Umr Research industry classification
Industry- Product category
- Market Research Services
- NAICS
- 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
- Policy, Regulatory & Public Affairs Research (BPAHALAF)
- akta.pro secondary industry
- Industry & Sector Research (Syndicated/Custom) (BPAHALAE)
Keywords
Where Umr Research is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
Umr Research business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D
Revenue model
- Research and Advisory Services: Professional research services providing public opinion insights and strategic advice to leaders and organizations in New Zealand
Go-to-market motion1 record
Distribution channels1 record
Umr Research product offering
Product offeringCore offering
UMR Research provides quantitative and qualitative public opinion research, political polling and analysis, campaign and issues management strategy, communications advice, and specialized agricultural sector research to influential leaders and organizations in New Zealand. The firm combines decades of polling experience with deep rural and political connections to help clients understand the public, customers, and stakeholders and develop evidence-based strategies.
Product overview
UMR Research operates as a unified market research firm providing public opinion research services to New Zealand's most influential leaders and organizations. The company offers a portfolio of interconnected research and consulting services centered around public opinion research as the core offering, complemented by specialized political polling and analysis, campaign strategy services, issues management consulting, and deep expertise in agricultural sector research. These services are delivered through their teams in Auckland and Wellington offices, with the same professional team now operating across three separate entities: UMR Research, AK Research, and Primary Purpose, while maintaining consistent service delivery.
Differentiator
Problem solved
Functional benefit
Products and services
- Public Opinion Research Services
Companies that use Umr Research
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Umr Research technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Umr Research partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- AK ResearchminorAK Research operates as a separate entity but maintains the same team of research professionals. It is one of the affiliated research businesses that emerged from UMR's operations.
- Primary PurposeminorPrimary Purpose operates as a separate entity but maintains the same team of research professionals. It is one of the affiliated research businesses that emerged from UMR's operations.
- Talbot Mills ResearchminorTalbot Mills Research operates as a separate entity but maintains the same team of research professionals. It is one of the affiliated research businesses that emerged from UMR's operations.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Umr Research competitors and assessment
Company assessmentBroad incumbents
- YouGov: Online-first global polling and research firm with extensive panel infrastructure. Comparable on political polling and public opinion tracking, competing for the same NZ/ANZ clients via digital panels and syndicated products.
- Ipsos: Global research leader with NZ presence offering public opinion, political, and consumer research at scale. A broader incumbent whose NZ work overlaps UMR's but operates across many verticals and geographies.
- Kantar: Global data, insights, and consulting group whose Kantar Public division is UMR's closest direct competitor. Comparable on political polling and public affairs research, but Kantar operates a much broader portfolio across many industries and regions.
- Nielsen: Global measurement and data analytics firm with NZ media and consumer research offerings. A broader incumbent whose syndicated consumer and audience research partially overlaps UMR's market research work.
Direct peers
- Resolve Strategic: Australia and New Zealand polling and strategy firm best known for Resolve Political Monitor. Directly comparable competitor on political polling, public affairs research, and government sector work.
- Research New Zealand: NZ-based social and market research provider covering quantitative and qualitative work for government, corporate, and not-for-profit clients. Operates in UMR's exact service categories in the same geography.
- Essential Media Communications: Australian research and strategic communications firm combining political polling, government research, and campaign advisory. A close analog to UMR's integrated polling-plus-persuasion model across the Tasman.
- Roy Morgan Research: Australia-headquartered market and public opinion research firm with trans-Tasman coverage. Comparable on political polling, syndicated consumer research, and long-running longitudinal tracking, competing for the same NZ/ANZ client budgets as UMR.
- Colmar Brunton (Kantar Public NZ): Long-standing NZ public opinion and political polling firm, now part of Kantar Public. Directly comparable on election polling, public affairs research, and corporate reputation studies in the same NZ market.
- The Social Research Centre: Australian social and polling research provider running the ANU Poll and large-scale government surveys. Comparable competitor on rigorous public opinion polling methodology and government client base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Umr Research social profiles
Digital presenceUmr Research financial estimates
Financial estimateRevenue estimate
Valuation estimate
Umr Research leadership team
Management profileNumber of profiles
Umr Research subsidiaries and ownership
Company hierarchySubsidiaries3 records
Umr Research funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Umr Research M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Umr Research
What does Umr Research do?
UMR Research provides quantitative and qualitative public opinion research, political polling and analysis, campaign and issues management strategy, communications advice, and specialized agricultural sector research to influential leaders and organizations in New Zealand. The firm combines decades of polling experience with deep rural and political connections to help clients understand the public, customers, and stakeholders and develop evidence-based strategies.
Is Umr Research a public or private company?
Umr Research is a private company. It is classified as unknown and is currently operating.
When was Umr Research founded?
Umr Research was founded in -1. It employs 11 to 50 people.
Where is Umr Research based?
Umr Research is headquartered in Wellington, New Zealand, in the Oceania region.
How does Umr Research make money?
One revenue line is on record: research and Advisory Services.
Who are Umr Research's main competitors?
Broad incumbents on record are YouGov, Ipsos, Kantar and Nielsen. Direct peers are Resolve Strategic, Research New Zealand, Essential Media Communications, Roy Morgan Research, Colmar Brunton (Kantar Public NZ) and The Social Research Centre.
Does Umr Research have an API?
No public API is recorded for Umr Research.
What industry is Umr Research in?
Umr Research's product category is Market Research Services. Its primary akta.pro industry code is BPAHALAF, Policy, Regulatory & Public Affairs Research, with a secondary code of BPAHALAE, Industry & Sector Research (Syndicated/Custom). Its NAICS code is 54191 and its SIC code is 8742.