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| Consulta Mitofsky | |
|---|---|
| Name | Consulta Mitofsky |
| Founded | 1995 |
| Founder | Roy Campos |
| Headquarters | Mexico City |
| Key people | Roy Campos |
| Industry | Public opinion research |
| Products | Opinion polls, electoral forecasts, market research |
Consulta Mitofsky is a Mexican public opinion and polling firm founded in 1995 by Roy Campos. The organization is known for nationwide electoral polls, approval ratings, and longitudinal studies that are cited by Mexican and international media. Its work intersects with Mexican politics, Latin American studies, electoral institutions, and mass communication outlets.
Founded in 1995 by Roy Campos after experience at National Autonomous University of Mexico and international consultancy, the firm emerged during a period marked by the 1994 Mexican general election, the implementation of electoral reforms by the Federal Electoral Institute (IFE), and the consolidation of multiparty competition involving the Institutional Revolutionary Party, National Action Party (Mexico), and Party of the Democratic Revolution. In the late 1990s and 2000s Consulta Mitofsky expanded alongside changes such as the 2000 presidential victory of Vicente Fox, the 2006 contest involving Felipe Calderón, and the 2012 election of Enrique Peña Nieto. The firm adapted its panels and sampling amid the rise of digital platforms like YouTube and Twitter (service), and it provided regular tracking during events including the 2018 victory of Andrés Manuel López Obrador and contemporaneous debates in the Mexican Congress.
Consulta Mitofsky was established as a private consultancy led by Roy Campos, who serves as principal researcher and public face. The organization maintains offices in Mexico City and regional presences covering states such as Jalisco, Nuevo León, and Veracruz (state). Its staff profile has included statisticians educated at institutions like the National Polytechnic Institute and marketing professionals previously affiliated with firms such as Nielsen Holdings and Ipsos. The firm operates with departments for fieldwork, data processing, client relations, and communications, contracting local interviewers during electoral cycles and coordinating with media partners including El Universal (Mexico City), Reforma (newspaper), Televisa, and TV Azteca.
Consulta Mitofsky employs mixed-mode designs combining face-to-face interviews, telephone samples leveraging exchanges in metropolitan zones like Monterrey and Guadalajara, and online panels reflecting internet penetration trends attributed to providers such as Telmex. Sampling frames reference census data from the National Institute of Statistics and Geography (INEGI), and weighting procedures adjust for demographics including age cohorts associated with studies at Universidad Iberoamericana and labor statistics from the Secretariat of Labor and Social Welfare (Mexico). For electoral forecasts the firm has used rolling samples, likely voter screens similar to techniques used by pollsters in the United States presidential election context, and measures of recall and favorability used in comparative work with organizations like Gallup and Pew Research Center. Methodological notes commonly address margin of error, confidence levels, and cluster sampling in rural municipalities such as Oaxaca (state) and Chiapas.
Consulta Mitofsky has published regular presidential approval ratings, midterm tracking during federal elections involving the Mexican Chamber of Deputies, and specialized studies on topics including municipal governance in Mexico City, entrepreneurship in Querétaro, and public perception following security incidents linked to cartels like the Sinaloa Cartel. Its 2012 and 2018 election trackers were widely cited by outlets including The New York Times, BBC News, and The Washington Post, while business analyses have been referenced by Bloomberg and financial institutions such as BBVA Bancomer. The firm has also produced longitudinal datasets used by academics at El Colegio de México, Harvard University, and the University of Oxford for studies of political behavior and electoral volatility.
Consulta Mitofsky has faced critique over alleged discrepancies in late-breaking polls during contested races such as the 2006 presidential election and the 2012 campaigns, prompting debate among academics at Centro de Investigación y Docencia Económicas and commentators at Proceso (magazine). Media analysts from Animal Político and Aristegui Noticias have questioned weighting assumptions and sample representativeness in rural localities like Puebla (state), while electoral authorities and campaign strategists from parties such as Movimiento Ciudadano have scrutinized publish timing and item wording. International polling observers have compared its performance with firms like GfK and Ipsos Mori, noting occasional divergence in turnout models and late-deciding voter estimates.
Consulta Mitofsky has shaped electoral narratives by supplying regular data used by broadcasters Televisa and TV Azteca, print outlets such as La Jornada (Mexico City) and Milenio (newspaper), and academic forums at institutions including Universidad Nacional Autónoma de México. Its approval indices and town‑hall style surveys have influenced campaign messaging for candidates including Ricardo Anaya Cortés, José Antonio Meade Kuribreña, and López Obrador, and have been cited in policy discussions within agencies like the Secretariat of the Interior (Mexico). By providing standardized time series, the firm has contributed to comparative research across Latin America involving organizations like the Latin American Public Opinion Project and policy analyses at the Inter-American Development Bank.
Category:Public opinion research firms Category:Polling organizations Category:Organizations based in Mexico City