McCrindle Research
McCrindle Research is an Australian demographic research and consulting firm in Sydney that conducts quantitative surveys and generational analysis for organisations across Aged Care, Business, Education, Government, Not for Profit, and PR sectors, monetising through subscriptions, reports, keynotes, and bespoke consulting.
- Company typePrivate
- Founded2009
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What McCrindle Research does
McCrindle Research is an Australian demographic research and consulting firm headquartered in Sydney, founded by social researcher Mark McCrindle. The company specialises in quantitative surveying, demographic analysis, and generational research covering Australian cohorts from Baby Boomers through the emerging Generation Beta (born 2025-2039), drawing on nationally representative surveys and Australian Bureau of Statistics Census data. Its core methodology combines longitudinal demographic data tracking (spanning decades, e.g., housing affordability from 1981 to 2026) with qualitative interpretation applied across six industry verticals: Aged Care, Business, Education, Government, Not for Profit, and PR.
The firm operates a four-service product platform — Insights (primary research and analytics), Strategy & Advice (consulting), Design (visual research outputs), and Keynote Speakers (corporate and event speaking) — extended through a layered content distribution system. Free content (articles, infographics, podcast via Spotify) drives top-of-funnel engagement; paid standalone reports (e.g., 'Australia towards 2031' at $99) convert mid-funnel; and the McCrindle Plus annual subscription ($199/year) anchors recurring revenue and unlocks premium gated research such as the Family and Fertility Report. Dedicated sub-brand sites (Generationalpha.com, Generationz.com.au, Workwellbeing.com.au) and a specialised Thriving Schools Index benchmarking tool round out the ecosystem.
Revenue is generated through subscription (McCrindle Plus), one-off report sales, enterprise keynote speaking engagements featuring Mark McCrindle, and bespoke consulting projects targeting businesses, government agencies, educational institutions, aged-care providers, and not-for-profit organisations. Distribution is primarily direct-via-website within Australia, augmented by earned media (Fortune citations, Australian broadcast appearances including The Today Show). No external institutional funding, parent company, M&A activity, or public revenue disclosure is recorded.
McCrindle Research firmographics
Firmographics- Name
- McCrindle Research
- Legal name
- McCrindle Research Pty Ltd
- Website
- https://mccrindle.com.au
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- McCrindle Research is an Australian demographic research and consulting firm in Sydney that conducts quantitative surveys and generational analysis for organisations across Aged Care, Business, Education, Government, Not for Profit, and PR sectors, monetising through subscriptions, reports, keynotes, and bespoke consulting.
- Ownership category
- akta.pro rank
McCrindle Research industry classification
Industry- Product category
- Demographic Research & Consulting Services
- NAICS
- Marketing Research and Public Opinion Polling (541910), Research and Development in the Social Sciences and Humanities (541720)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Industry & Sector Research (Syndicated/Custom) (BPAHALAE)
- akta.pro secondary industry
- Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB)
Keywords
Where McCrindle Research is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
McCrindle Research business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- McCrindle Plus Subscription: Annual subscription service ($199/year) providing ongoing access to reports, infographics, and research insights. Subscribers receive regular updates, downloads, and exclusive content on demographics, generations, and Australian population trends.
- Report Sales: One-time purchase of individual research reports such as 'Australia towards 2031' ($99). Digital downloads of reports covering topics like consumer trends, generational profiles, and demographic shifts.
- Keynote Speaking Services: Provision of keynote speakers (including founder Mark McCrindle) for conferences, corporate events, and organizational presentations on demographic trends and future forecasting.
- Custom Research & Consulting: Bespoke research projects and strategic advisory services for organizations seeking tailored demographic insights for their specific industry or market context.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | McCrindle Plus annual subscription with full access to reports, infographics, and resources |
| One time/ perpetual license | Pay-as-you-go | Individual report purchase - Australia towards 2031 |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
McCrindle Research product offering
Product offeringCore offering
McCrindle Research is an Australian social research consultancy that conducts quantitative demographic and generational research and translates findings into practical strategic advice for organisations. It sells four core services — Insights (primary research and data analytics), Strategy & Advice (consulting), Design (visual research outputs), and Keynote Speakers — alongside paid reports, infographics, and a subscription product (McCrindle Plus) that delivers gated demographic research content.
Product overview
McCrindle Research is an Australian demographic research and consulting firm offering a platform of research-driven services across four core service lines: Insights (primary research and data analytics), Strategy & Advice (strategic consulting), Design (visual research outputs), and Keynote Speakers. These services are delivered across six industry verticals: Aged Care, Business, Education, Government, Not for Profit, and PR. The company's digital product portfolio consists of both free and premium content. Free offerings include articles on demographic and generational research, infographics on census data and consumer trends, and a podcast distributed via Spotify. Premium access is provided through McCrindle Plus, an annual subscription ($199/year) unlocking full reports and gated research. Separate paid standalone reports are also available for purchase, including 'Australia towards 2031' and 'The Future Education Workforce Report.' The firm also operates several dedicated sub-brand platforms — Generationalpha.com (Generation Alpha), Generationz.com.au (Generation Z), and Workwellbeing.com.au (workplace wellbeing) — extending its research reach beyond the primary website. McCrindle Plus also serves as the subscription mechanism for additional reports such as the Family and Fertility Report and the Multigenerational Living report. The Thriving Schools Index provides a specialised benchmarking tool for education sector clients. All services and products are grounded in quantitative research, nationally representative surveys, and demographic data analytics.
Differentiator
Problem solved
Functional benefit
Brands
- McCrindle Plus: A subscription service providing access to premium reports and insights
- McCrindle Speakers
- Generationalpha.com
- Generationz.com.au
- Work Wellbeing
Quantifiable outcome
- Research cited in Fortune media and widely referenced in Australian press
- +1 more outcomes
Companies that use McCrindle Research
Customer profileSegments6 records
Ideal customer profiles6 records
McCrindle Research technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature3 records
McCrindle Research partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Olive Tree MedianotableJoint research venture with Olive Tree Media on spirituality and Christianity in Australia. This collaboration produced research findings on Australian religious identification and church attendance patterns, with results reaching over 1.6 million Australians through their combined distribution channels.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
McCrindle Research competitors and assessment
Company assessmentOthers
- The Australia Institute: Australian independent think tank conducting social and economic research; thematically related as an Australian research organisation publishing demographic and policy insights, though focused on advocacy rather than commercial research.
- Australian Bureau of Statistics: Australia's official national statistical agency; provides much of the underlying demographic and census data that McCrindle synthesises and interprets, making it a key data partner and adjacent ecosystem player.
Broad incumbents
- Ipsos Australia: Global market research firm operating in Australia across consumer, social, and public opinion research; competes for the same enterprise demographic/consumer research budgets.
- Nielsen Australia: Global measurement and data analytics firm with a strong Australian presence, offering consumer research and audience measurement that overlaps with McCrindle's consumer insight work, but at much larger scale and broader scope.
- Kantar Australia: Global research and insights firm with Australian operations, offering consumer and brand research to enterprises — comparable in target customers but broader in portfolio than McCrindle's niche.
Regional players
- Lewers Research: Australian social and market research consultancy providing custom qualitative and quantitative research — comparable in offering scale and Australian focus to McCrindle's bespoke research services.
Direct peers
- Roy Morgan Research: Australia's largest independent market and social research firm, conducting syndicated and custom survey-based research and consumer tracking — directly comparable to McCrindle's national-survey-led demographic work.
- Pureprofile: Australia-based consumer insights and research platform using panel-based survey data to deliver market and audience research, comparable in survey-driven insights delivery.
- Resolve Strategic: Australian polling and research firm focused on public opinion and social attitudes; overlaps with McCrindle's quantitative survey and generational insights offerings.
- Essential Research: Australian-owned market and social research firm running weekly public opinion polling and consumer surveys — closely comparable in research methodology and target clients.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
McCrindle Research social profiles
Digital presenceMcCrindle Research financial estimates
Financial estimateRevenue estimate
Valuation estimate
McCrindle Research leadership team
Management profileNumber of profiles
Profiles1 record
McCrindle Research funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
McCrindle 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 McCrindle Research
What does McCrindle Research do?
McCrindle Research is an Australian social research consultancy that conducts quantitative demographic and generational research and translates findings into practical strategic advice for organisations. It sells four core services — Insights (primary research and data analytics), Strategy & Advice (consulting), Design (visual research outputs), and Keynote Speakers — alongside paid reports, infographics, and a subscription product (McCrindle Plus) that delivers gated demographic research content.
Is McCrindle Research a public or private company?
McCrindle Research is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was McCrindle Research founded?
McCrindle Research was founded in 2009. It employs 11 to 50 people.
Where is McCrindle Research based?
McCrindle Research is headquartered in Sydney, Australia, in the Oceania region.
How does McCrindle Research make money?
Four revenue lines are on record. McCrindle Plus Subscription is the primary driver. The others are report Sales, keynote Speaking Services and custom Research & Consulting.
Who are McCrindle Research's main competitors?
Others on record are The Australia Institute and Australian Bureau of Statistics. Broad incumbents are Ipsos Australia, Nielsen Australia and Kantar Australia. Lewers Research is listed as a regional player. Direct peers are Roy Morgan Research, Pureprofile, Resolve Strategic and Essential Research.
Does McCrindle Research have an API?
No public API is recorded for McCrindle Research.
What industry is McCrindle Research in?
McCrindle Research's product category is Demographic Research & Consulting Services. Its primary akta.pro industry code is BPAHALAE, Industry & Sector Research (Syndicated/Custom), with a secondary code of MPAAALAB, Syndicated Market Research (Panels, Omnibus, Tracker Studies). Its NAICS code is 541910 and its SIC code is 8742.