Luntz Global
Luntz Global is a privately-held communications and political consulting firm founded by Dr. Frank Luntz, providing message creation, focus group research, and image management services to political campaigns, Fortune 100 corporations, and trade associations, anchored by a proprietary Instant Response dial-testing methodology.
- Company typePrivate
- Founded2008
- HeadquartersManassas, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Luntz Global does
Luntz Global, LLC is a privately-held, boutique communications and political consulting firm founded by Dr. Frank I. Luntz, headquartered in Alexandria, Virginia. The firm operates entirely on a professional-services model, delivering strategic messaging, focus group research, and image management engagements to three primary client segments: U.S. and international political campaigns and heads of state, Fortune 100 corporate executives, and trade associations. Pricing is quote-based and undisclosed, with engagements sized to enterprise and political-budget levels rather than volume, and there is no productized SaaS, self-serve offering, or disclosed revenue stream beyond professional services.
The firm's core technical asset is the proprietary Instant Response dial-testing methodology, in which participants use handheld dials to register second-by-second reactions to ads, speeches, and media content, deployed in three-hour sessions with sample sizes two to three times larger than traditional focus groups. Around this core, the firm operates a portfolio of supporting service modules: Issues & Answers (legislative language creation), Corporate Reputation, International Expertise, Crisis Management, Employee Satisfaction research, Creative Testing, Product Development research, and Message Boot Camp (media training). The Instant Response methodology has been a weekly feature on Fox News since 2007 and is offered to NBC, ABC, CBS, PBS, BBC, and other networks, creating a recurring media-research revenue stream. Complementary revenue comes from corporate messaging engagements for clients including GM, FedEx, Disney, American Express, AT&T, Microsoft, Lowe's, Pfizer, Kroger, McDonald's, and MGM Resorts, and from policy-advocacy work for the U.S. Chamber of Commerce, National Association of Manufacturers, and Business Roundtable.
Distribution is entirely direct-consulting, with no resellers, marketplaces, or self-serve channels. The firm runs continuous focus group recruitment through its consumer-facing website (theworddoctors.com) and supports client acquisition through Dr. Luntz's media presence, authored NYT bestselling books (Words That Work, What Americans Really Want...Really, Win), conference speaking, and media partnerships with Fox News, BBC, Sky News, CBC, RTE, and News International. The firm is wholly founder-controlled, with no external institutional investors, no parent company, and no disclosed funding rounds in the available record.
Luntz Global firmographics
Firmographics- Name
- Luntz Global
- Legal name
- Luntz Global, LLC
- Website
- https://theworddoctors.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Luntz Global is a privately-held communications and political consulting firm founded by Dr. Frank Luntz, providing message creation, focus group research, and image management services to political campaigns, Fortune 100 corporations, and trade associations, anchored by a proprietary Instant Response dial-testing methodology.
- Ownership category
- akta.pro rank
Where Luntz Global is headquartered
LocationHeadquarters
- HQ city
- Manassas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Luntz Global business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Political Consulting Services: Strategic messaging and communication consulting for political candidates, campaigns, and elected officials. Services include focus group moderation, message development, and debate preparation.
- Corporate Communication Consulting: Reputation management, crisis communication, employee satisfaction research, and brand messaging for Fortune 100 companies and corporations.
- Focus Group Research Services: Conducting both on-location and online focus groups with participants recruited through the company website. Revenue generated through research engagements with political and corporate clients.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Luntz Global product offering
Product offeringCore offering
Luntz Global is a communications and political consulting firm that helps corporate executives, political campaigns, and advocacy groups craft and test messaging. Its core service is the design and execution of focus groups and the proprietary "Instant Response" dial testing research process, which measures real-time audience reactions to language, ads, and policy positions. The firm also provides strategic communications, crisis messaging, and message-training engagements.
Product overview
Luntz Global is a message creation and image management consulting firm offering a portfolio of research-based communication services. The core offering centers on Instant Response, a real-time dial testing technology for measuring audience reactions to political ads, speeches, and media content. Supporting service modules include Issues & Answers (legislative messaging), Corporate Reputation (brand management), International Expertise (global campaigns), Crisis Management, Employee Satisfaction research, Creative Testing (ad testing), Product Development (consumer research), and Message Boot Camp (communication training). The firm also publishes books including 'Words That Work', 'What Americans Really Want...Really', and 'Win', which document their methodology and principles. Research services like Election Ads Analysis and Union Member Benchmark Studies demonstrate their polling and focus group capabilities. The company serves political campaigns, Fortune 100 corporations, and media organizations through its Alexandria, Virginia headquarters.
Differentiator
Problem solved
Functional benefit
Products and services
- Focus Group Research
Quantifiable outcome
- Transformed 'estate tax' to 'death tax' changing legislative history
- +4 more outcomes
Companies that use Luntz Global
Customer profileNamed customers14 records
Segments4 records
Ideal customer profiles3 records
Luntz Global technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Luntz Global partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- Stephen Colbert Super PACminorFrank Luntz worked with Stephen Colbert to develop messaging for his Super PAC, appearing on The Colbert Report to help shape the 'Corporations Are People' message.
- BBCcoreExtensive partnership with BBC for focus group research and political analysis, including BBC Newsnight and various election coverage programs. Dr. Luntz has worked with BBC since 2005 to produce multiple shows examining British voters and elections.
- Sky NewscorePartnership with Sky News for 'Voter's Verdict' programming examining voter opinions during UK elections and political events.
- CBCminorPartnership with Canadian Broadcasting Corporation for political analysis and voter research coverage.
- RTEminorPartnership with Irish national broadcaster RTE for election coverage and voter opinion analysis during Irish elections.
- Fox NewscorePrimary media partner for Instant Response segments and hour-long prime time specials. Weekly feature since 2007, conducting over 40 sessions in 14 states during 2008 election cycle.
- News InternationalminorPartnership with News International for political coverage and voter research in collaboration with their media properties.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Luntz Global competitors and assessment
Company assessmentBroad incumbents
- Edelman: Global public relations and communications consultancy serving Fortune 500 CEOs on reputation, crisis, and corporate messaging. Comparable to Luntz Global at the enterprise-corporate-reputation end of the market, though Edelman is far broader in scope and scale.
- FleishmanHillard: Large global public relations firm offering corporate reputation, crisis communications, and public affairs to enterprise clients. Comparable to Luntz Global's corporate communication practice but at significantly larger scale and broader scope.
- Weber Shandwick: Global public relations and communications agency with deep corporate-reputation, crisis, and public affairs capabilities serving Fortune 500 clients. Comparable to Luntz Global's enterprise corporate-reputation and crisis-management services at far larger scale.
Direct peers
- BGR Group: Bipartisan government affairs and public relations firm advising Fortune 500 companies, trade associations, and political clients on messaging and advocacy. Comparable in serving both political campaigns and corporate/association clients with strategic communications.
- Public Opinion Strategies: Republican polling and political research firm conducting focus groups, dial surveys, and message testing for campaigns and corporate clients. Closely comparable to Luntz Global's research methodology (focus groups, dial testing) and political-client base.
- Mercury Public Affairs: Bipartisan public affairs and political consulting firm providing strategic communications, research, and message development to political campaigns and corporations. Closely comparable to Luntz Global's mix of political messaging, corporate reputation, and survey research.
- SKDK: Strategic communications and political consulting firm serving corporate, political, and advocacy clients with message development, polling, and crisis work. Directly comparable service mix to Luntz Global's corporate-reputation and political-messaging practice.
- Glover Park Group: Strategic communications and public affairs firm serving Fortune 500 corporations, trade associations, and political clients on messaging, advocacy, and crisis. Comparable to Luntz Global's corporate-reputation and crisis-management offerings.
- Anzalone Liszt Grove Research: Democratic polling and political research firm conducting focus groups, message testing, and strategic research for campaigns and progressive organizations. Comparable to Luntz Global's focus group and message-testing methodology from the opposing partisan lens.
Emerging players
- Gallup: Long-standing public opinion polling and market research firm with proprietary research methodology and large recurring datasets. Comparable to Luntz Global's research and dial-testing capabilities, though Gallup is broader and more productized.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Luntz Global social profiles
Digital presenceLuntz Global financial estimates
Financial estimateRevenue estimate
Valuation estimate
Luntz Global leadership team
Management profileNumber of profiles
Profiles6 records
Luntz Global funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Luntz Global 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 Luntz Global
What does Luntz Global do?
Luntz Global is a communications and political consulting firm that helps corporate executives, political campaigns, and advocacy groups craft and test messaging. Its core service is the design and execution of focus groups and the proprietary "Instant Response" dial testing research process, which measures real-time audience reactions to language, ads, and policy positions. The firm also provides strategic communications, crisis messaging, and message-training engagements.
Is Luntz Global a public or private company?
Luntz Global is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Luntz Global founded?
Luntz Global was founded in 2008. It employs 11 to 50 people.
Where is Luntz Global based?
Luntz Global is headquartered in Manassas, United States, in the North America region.
How does Luntz Global make money?
Three revenue lines are on record. Political Consulting Services are the primary driver. The others are corporate Communication Consulting and focus Group Research Services.
Who are Luntz Global's main competitors?
Broad incumbents on record are Edelman, FleishmanHillard and Weber Shandwick. Direct peers are BGR Group, Public Opinion Strategies, Mercury Public Affairs, SKDK, Glover Park Group and Anzalone Liszt Grove Research. Gallup is listed as an emerging player.
Does Luntz Global have an API?
No public API is recorded for Luntz Global.