Morning Consult

Revolutionize survey research for leaders by becoming the essential real-time decision intelligence platform.

Morning Consult SWOT Analysis

Updated: October 5, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Morning Consult was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Morning Consult SWOT Analysis reveals a company at a critical inflection point. Its core strengths—a powerful tech platform, high-frequency data, and an enviable client roster—provide a formidable foundation for growth. However, weaknesses like brand perception being tied to politics and geographic concentration in the U.S. must be addressed to unlock its full potential. The primary opportunity lies in aggressive global expansion and vertical market penetration, transforming into a true decision intelligence OS. This strategic pivot is essential to mitigate threats from agile AI competitors and potential market commoditization. The imperative is clear: leverage its established strengths to systematically globalize the business and solidify its position as an indispensable enterprise intelligence partner, moving decisively beyond its political polling origins.

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No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Revolutionize survey research for leaders by becoming the essential real-time decision intelligence platform.

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Strengths

BRAND: Dominant media presence and brand recognition in Washington D.C.
TECHNOLOGY: Proprietary platform enables unmatched speed and survey scale
DATA: High-frequency tracking data offers a unique, longitudinal asset
CLIENTS: Strong foothold with over half of the Fortune 500 companies
LEADERSHIP: Founder-led team with clear vision and strong execution

Weaknesses

PERCEPTION: Brand is still heavily associated with politics vs. business
DIVERSIFICATION: Revenue concentration in US market remains a key risk
SALES: Enterprise sales cycle can be long, impacting growth velocity
PRODUCT: Platform may be complex for non-analyst users to fully leverage
TALENT: Intense competition for top-tier data science and AI engineers

Opportunities

EXPANSION: Huge untapped demand for decision intelligence in EMEA & APAC
VERTICALIZATION: Deepening product suites for finance, tech, CPG, health
PARTNERSHIPS: API integrations with Salesforce, Adobe, and other ecosystems
ESG: Growing corporate need for real-time ESG & sustainability data
AUTOMATION: AI can automate report generation, freeing up analyst time

Threats

COMPETITION: YouGov & Qualtrics are investing heavily in similar areas
REGULATION: GDPR/CCPA-style privacy laws could increase compliance costs
ECONOMY: A recession could lead to cuts in corporate research budgets
AI: New AI startups offering 'good enough' insights at a lower cost
QUALITY: Maintaining data quality and respondent panels at massive scale

Key Priorities

GLOBAL: Accelerate international expansion beyond the US political sphere
PLATFORM: Evolve product from disparate tools to one decision intelligence OS
VERTICALS: Win key industries with specialized data products and sales
BRAND: Shift market perception from political polling to enterprise tech

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Morning Consult OKR

Updated: October 5, 2025 • 2025-Q4 Analysis

This Morning Consult OKR plan is a masterclass in strategic focus. It directly translates the SWOT conclusions into a clear, actionable roadmap for transformative growth. The objectives—WIN GLOBALLY, BE THE OS, OWN VERTICALS, and LEAD THE CATEGORY—are not just goals; they are declarations of intent that will galvanize the entire organization. The key results are specific, outcome-driven, and ambitious, addressing the core challenges of global expansion, platform unification, and market perception. This plan provides the clarity and alignment needed to evolve from a political intelligence powerhouse into the undisputed leader of the broader decision intelligence category, creating significant enterprise value.

YouGov Qualtrics Gartner Nielsen Ipsos

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Revolutionize survey research for leaders by becoming the essential real-time decision intelligence platform.

WIN GLOBALLY

Establish Morning Consult as the leader in EMEA & APAC.

PIPELINE: Triple the qualified enterprise sales pipeline originating from the EMEA and APAC regions
REVENUE: Achieve 25% of all new bookings from international clients, up from less than 10% today
TEAMS: Build and staff high-performing, autonomous commercial and analyst teams in London and Singapore
PRODUCT: Launch three region-specific data products tailored to local market needs and regulations

BE THE OS

Deliver a unified, indispensable intelligence platform.

INTEGRATION: Reduce the number of distinct product logins from four to a single, unified platform login
USAGE: Increase the weekly active usage of cross-product data dashboards by 50% among all clients
INTERFACE: Launch a natural language query beta allowing users to ask questions of our entire dataset
WORKFLOW: Secure 10 major client case studies on embedding our platform into their core decision workflows

OWN VERTICALS

Become the #1 intelligence source in Tech, FinServ & CPG.

PRODUCTS: Launch two new, industry-specific data solutions for the Financial Services and CPG sectors
LOGOS: Double the number of enterprise clients in our three target verticals (Tech, FinServ, CPG)
EXPERTISE: Hire and onboard five recognized industry experts to lead our vertical intelligence teams
CONTENT: Publish three definitive annual 'State of the Industry' reports that become industry benchmarks

LEAD THE CATEGORY

Define 'Decision Intelligence' with our brand at the core.

PERCEPTION: Shift brand association so 'Decision Intelligence' mentions outnumber 'Political Polling' by 2:1
MESSAGING: Retrain the entire go-to-market team on the new category narrative and value proposition
CASE-STUDIES: Publish 15 new enterprise client success stories focused on business, not political, outcomes
ANALYSTS: Achieve 'Leader' status in at least one major industry analyst report on market intelligence

METRICS

Annual Recurring Revenue (ARR): $150M
Net Revenue Retention (NRR): 120%
New Enterprise Logos: 150

VALUES

Fail Fast. Learn Faster.
Bias Toward Action
Demand for Excellence
Forced to Focus
Be a Fanatic

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Morning Consult Retrospective

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Morning Consult 'About Us' and 'Press' sections
Crunchbase for funding and valuation data
G2 for customer reviews and product ratings
LinkedIn for executive team and company size
News articles from Axios, Forbes regarding company growth and strategy
Industry reports on market research and decision intelligence TAM

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Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Revolutionize survey research for leaders by becoming the essential real-time decision intelligence platform.

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What Went Well

SALES: Exceeded new enterprise logo acquisition targets in North America
PRODUCT: Successful beta launch of the new integrated Brand Intelligence dashboard
MEDIA: Maintained high volume of top-tier media citations, boosting brand
RETENTION: Net revenue retention remained strong, above industry benchmarks
HIRING: Key executive hires made in product and international operations

Not So Well

GLOBAL: Slower than projected growth in the new EMEA office and sales pipeline
ENGINEERING: Delays in the full rollout of the platform-wide feature set
MARKETING: Brand perception shift from politics to enterprise is lagging
HIRING: Key AI/ML engineering roles remain unfilled due to intense competition
MARGINS: Increased R&D spend and international expansion costs impacted margins

Learnings

STRATEGY: International market entry requires more localized product/GTM fit
EXECUTION: Large-scale platform integrations are more complex than anticipated
MARKET: Enterprise buyers are increasingly asking for predictive AI features
PROCESS: Cross-functional alignment between product and sales needs improvement
CULTURE: Need to balance data accuracy rigor with speed of innovation

Action Items

GLOBAL: Re-evaluate EMEA go-to-market strategy with a focus on one key vertical
PRODUCT: De-risk engineering roadmap by focusing on smaller, iterative releases
BRAND: Launch a targeted marketing campaign focused on enterprise case studies
RECRUITING: Create a dedicated AI/ML talent acquisition task force and budget
FINANCE: Model scenarios for balancing aggressive growth with profitability

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Morning Consult Market

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Morning Consult 'About Us' and 'Press' sections
Crunchbase for funding and valuation data
G2 for customer reviews and product ratings
LinkedIn for executive team and company size
News articles from Axios, Forbes regarding company growth and strategy
Industry reports on market research and decision intelligence TAM

Founded: 2014
Market Share: Leading in political intelligence; growing in corporate sectors.
Customer Base: Fortune 500 companies, trade associations, financial firms.
Category:
Decision Intelligence
SIC Code: 8732 Commercial Economic, Sociological, and Educational Research
NAICS Code: 541910 Marketing Research and Public Opinion Polling
Location: Washington, D.C.
Zip Code: 20005
Employees: 400

Competitors

YouGov Request Analysis

Qualtrics Request Analysis

Gartner View Analysis

Nielsen Request Analysis

Ipsos Request Analysis

Products & Services

No products or services data available

Distribution Channels

Morning Consult Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Morning Consult 'About Us' and 'Press' sections
Crunchbase for funding and valuation data
G2 for customer reviews and product ratings
LinkedIn for executive team and company size
News articles from Axios, Forbes regarding company growth and strategy
Industry reports on market research and decision intelligence TAM

Problem

Leaders lack real-time market & consumer data
Traditional research is too slow and expensive
Data is fragmented across multiple sources

Solution

SaaS platform for high-frequency data
Real-time analytics & expert insights
Integrated view of brand, economic, political

Key Metrics

Annual Recurring Revenue (ARR)
Net Revenue Retention (NRR)
New Enterprise Logos Acquired

Unique

Unmatched speed and scale of daily surveys
Proprietary technology platform architecture
Longitudinal data on global trends

Advantage

Vast, proprietary dataset for AI training
Strong brand trust and media presence
High-switching costs for embedded clients

Channels

Direct enterprise sales force
Content marketing and earned media
Strategic partnerships and integrations

Customer Segments

Fortune 500 Corporate Strategy & Insights
Financial Services & Investment Firms
Government & Public Affairs Professionals

Costs

Technology infrastructure and R&D
Sales and marketing expenses
Respondent acquisition and data costs

Morning Consult Product Market Fit Analysis

Updated: October 5, 2025

Morning Consult provides the world's leading decision intelligence platform. It empowers leaders to make confident, proactive decisions by delivering real-time, high-frequency data at a global scale. This provides unmatched clarity on brand perception, consumer behavior, and market dynamics, ensuring a sustained competitive advantage in a rapidly changing world. It's decision-making, revolutionized.

SPEED: Make decisions at the speed of culture with real-time data

SCALE: Access unparalleled global survey data for confident strategy

CLARITY: Get an integrated view of your market, brand, and consumers

Before State

Decisions based on outdated, slow reports
Fragmented view of market and consumers
Reactive strategy due to data latency

After State

Proactive decisions with real-time data
Unified view of brand, economy, politics
Confident, forward-looking strategies

Negative Impacts

Missed market shifts and opportunities
Inefficient marketing and product spend
Competitors gain advantage with faster data

Positive Outcomes

Increased market share and revenue growth
Optimized resource allocation and ROI
Sustained competitive advantage

Key Metrics

Net Revenue Retention (NRR)

>110%

NPS

Estimated 50-60 among enterprise clients

User Growth Rate

Focus on enterprise logo growth

Customer Feedback/Reviews

4.6 stars on G2 (70+ reviews)

Repeat Purchase Rates

High via subscription model

Requirements

Access to a high-frequency data platform
Tools for analyzing complex datasets
Integration into existing decision workflows

Why Morning Consult

Onboard to the Decision Intelligence platform
Utilize daily tracking data and analysis
Leverage expert support for custom insights

Morning Consult Competitive Advantage

Unmatched speed and scale of data collection
Integrated view across multiple data types
Proprietary technology platform

Proof Points

Trusted by over half of the Fortune 500
Cited by thousands of global publications
High client retention and expansion rates

Morning Consult Market Positioning

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Morning Consult 'About Us' and 'Press' sections
Crunchbase for funding and valuation data
G2 for customer reviews and product ratings
LinkedIn for executive team and company size
News articles from Axios, Forbes regarding company growth and strategy
Industry reports on market research and decision intelligence TAM

Strategic pillars derived from our vision-focused SWOT analysis

PLATFORM

Evolve from surveys to an integrated decision intelligence OS

GLOBAL

Achieve brand parity and revenue scale in EMEA and APAC

VERTICALIZE

Deepen industry-specific data and analysis products

AI-NATIVE

Embed predictive analytics and generative AI in all workflows

What You Do

High-frequency data & analytics for decision-making.

Target Market

Business, finance, and government leaders.

Differentiation

Speed: Real-time data collection and analysis.
Scale: Millions of surveys conducted globally.
Integration: Tech platform combines data streams.

Revenue Streams

SaaS subscriptions (Brand Intelligence, etc.)
Custom research projects

Morning Consult Operations and Technology

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GPT

Morning Consult 'About Us' and 'Press' sections
Crunchbase for funding and valuation data
G2 for customer reviews and product ratings
LinkedIn for executive team and company size
News articles from Axios, Forbes regarding company growth and strategy
Industry reports on market research and decision intelligence TAM

Company Operations

Organizational Structure: Functional with matrixed industry intelligence units.
Supply Chain: Proprietary global network of online survey respondents.
Tech Patents: Focus on proprietary survey and data analysis technology.
Website: https://morningconsult.com/

Top Clients

Board Members

Morning Consult Competitive Forces

Threat of New Entry

Medium: High capital is needed for tech and panel building, but AI-native startups can enter with novel, focused applications.

Supplier Power

Low-Medium: Power of survey respondent panels is diffuse. Owning direct respondent relationships is a key advantage to mitigate this.

Buyer Power

Medium: Large enterprise clients have significant negotiating power, but high-quality, real-time data provides a strong value prop.

Threat of Substitution

Medium: 'Good enough' insights from social media listening tools or cheaper AI startups pose a risk. The substitute is lower quality data.

Competitive Rivalry

High: Intense rivalry from established players (YouGov, Gartner) and agile new entrants. Differentiation is on speed and tech.

Analysis of AI Strategy

Updated: October 5, 2025 • 2025-Q4 Analysis

The Morning Consult AI SWOT Analysis underscores a pivotal opportunity to create an insurmountable competitive moat. The company's core strength is its vast, proprietary dataset—the fuel for any world-class AI system. By leveraging this asset, it can transition from descriptive to predictive analytics, offering clients foresight instead of just hindsight. The key opportunities are in automating insight generation with GenAI and developing a natural language interface, making complex data accessible to any business user. However, this requires mitigating the weakness of a potential AI talent gap and the external threat of agile, AI-native startups. The strategic imperative is to invest aggressively in AI talent and infrastructure, transforming its data advantage into true, AI-powered decision intelligence that competitors cannot replicate.

YouGov Qualtrics Gartner Nielsen Ipsos

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Revolutionize survey research for leaders by becoming the essential real-time decision intelligence platform.

Strengths

DATA: Massive, proprietary, labeled dataset for training predictive models
INFRASTRUCTURE: Existing tech stack built for large-scale data processing
EXPERTISE: Deep domain knowledge in survey methodology and data analysis
CLIENTS: Direct access to enterprise users for testing AI-driven features
BRAND: Trust established in data accuracy, a key differentiator for AI

Weaknesses

TALENT: Shortage of specialized generative AI & large language model experts
LEGACY: Existing products may require significant re-architecture for AI
SPEED: Culture of accuracy could slow down rapid AI experimentation cycles
COST: High computational costs for training and deploying advanced models
ETHICS: Lack of established public-facing framework for ethical AI use

Opportunities

AUTOMATION: AI-powered summarization of key findings from complex datasets
PREDICTION: Develop predictive models for brand sentiment and economic trends
PERSONALIZATION: AI-driven custom dashboards and proactive insight alerts
CONVERSATIONAL: Natural language interface for querying the entire database
EFFICIENCY: Use AI to optimize survey design and respondent targeting

Threats

STARTUPS: Nimble, AI-native startups offering faster, cheaper alternatives
OPEN-SOURCE: Powerful open-source models may commoditize basic analysis
BIAS: Risk of AI models amplifying biases present in historical data
HALLUCINATIONS: Generative AI providing confident but incorrect insights
REGULATION: Emerging AI governance and data usage laws creating hurdles

Key Priorities

PREDICTIVE: Shift from descriptive reporting to predictive AI analytics
AUTOMATION: Use GenAI to automate insight generation and summarization
INTERFACE: Develop a natural language query interface for the platform
TALENT: Aggressively recruit and retain top-tier AI and ML engineering talent

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Morning Consult Financial Performance

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Morning Consult 'About Us' and 'Press' sections
Crunchbase for funding and valuation data
G2 for customer reviews and product ratings
LinkedIn for executive team and company size
News articles from Axios, Forbes regarding company growth and strategy
Industry reports on market research and decision intelligence TAM

Profit: Not publicly disclosed

Market Cap: Valuation $1.01B (as of June 2021)

Annual Report: Not publicly available

Debt: Not publicly disclosed

ROI Impact: Clients report faster, data-driven strategy and marketing decisions.

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Category Leader

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Morning Consult has a societal-level ambition (Ambition: 85) to become the OS for leaders. Its path is plausible but challenging, reflected in a modest Achievability (0.61) due to strong competition and execution risks in global expansion. The SWOT is balanced, showing significant upside but equally potent threats (Score: 49.67). The OKRs are category-shaping (Impact: 70). The high AI potential (82.00) from its proprietary data is a key future lever, boosting its overall index.

SWOT Factors

Upside: 74.0 Risk: 74.7

OKR Impact

AI Leverage

Top 3 Strategic Levers

Resolve key weaknesses (global GTM, brand perception) via OKRs

Convert proprietary data advantage into AI-driven product moats

Successfully execute the shift from products to an integrated OS

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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