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| Roy Morgan | |
|---|---|
| Name | Roy Morgan |
| Type | Private company |
| Industry | Market research |
| Founded | 1941 |
| Founder | Roy Morgan |
| Headquarters | Melbourne, Victoria, Australia |
| Area served | Australia, New Zealand, United Kingdom, United States |
| Key people | Michele Levine (CEO) |
Roy Morgan
Roy Morgan is an Australian market research and public opinion company providing data, analysis and consulting for business, media and political clients. The firm conducts polling, customer satisfaction measurement, audience research and social research across Australia, New Zealand, the United Kingdom and the United States. Over decades the organisation has produced high-profile public opinion polls, market segmentation products and longitudinal datasets used by corporations, media outlets and political parties.
The organisation traces its roots to the work of its founder in the 1940s and expansion through the postwar period, establishing a presence in Melbourne and later extending operations to Sydney, Auckland, London and New York City. During the late 20th century the company engaged with major media partners including Australian Broadcasting Corporation, Nine Network (Australia), Fairfax Media and international firms such as The Economist and Reuters for commissioned surveys. In the 1990s and 2000s the firm adopted computer-assisted telephone interviewing (CATI) and integrated approaches used by contemporaries like Nielsen (company) and Ipsos. The organisation’s timeline intersects with shifts in Australian politics involving parties such as the Liberal Party of Australia, the Australian Labor Party, and the emergence of the Australian Greens; its polling has been cited during federal elections, state elections and referendums.
Roy Morgan employs mixed-mode research combining telephone interviewing, face-to-face interviewing, online panels and longitudinal panels similar to approaches used by YouGov, Pew Research Center and GfK. Sampling strategies reference statistical theory associated with agencies like Australian Bureau of Statistics and standards practiced by firms such as Kantar Group. Survey instruments include demographic modules referencing regions such as Victoria (state), New South Wales, Queensland, and urban centers including Melbourne and Sydney. Weighting and projection techniques are applied to align samples with benchmarks from institutions like the Australian Bureau of Statistics’s census and demographic releases; the firm publishes methodological notes describing design effects, standard errors and response rates. The company also utilises proprietary segmentation frameworks and multivariate models for customer lifetime value and propensity scoring, comparable to analytics products from Experian and SAS Institute.
Roy Morgan’s public opinion series on voting intention, consumer confidence and product usage has been reported by outlets including The Sydney Morning Herald, The Age (Melbourne), The Australian, Sky News Australia and international agencies such as Reuters. Findings on retail behaviour and brand preference have informed corporate strategy at retailers like Woolworths Group (Australia), Coles Group, JB Hi-Fi and financial services institutions including Commonwealth Bank, ANZ and Westpac. Health and social research outputs have intersected with policy debates involving agencies such as Department of Health (Australia) and advocacy groups including Australian Medical Association. The company’s consumer segmentation products have been used by broadcasters including Seven Network and advertising agencies such as Ogilvy for audience targeting. Longitudinal panels and time-series data produced by the firm are cited in academic journals and think tanks like the Grattan Institute and university research centres at University of Melbourne and Monash University.
Originally founded by an individual entrepreneur, the organisation’s leadership includes a chief executive and an executive team responsible for research, commercial operations and international development. Prominent executives have engaged with institutional partners such as Australian Competition and Consumer Commission for market studies and participated in industry bodies like the Australian Market and Social Research Society. Corporate clients have included multinational corporations headquartered in London, New York City and Tokyo, reflecting cross-border commercial relationships. The firm has maintained private ownership structures and governance arrangements typical of specialist research firms, with internal departments for fieldwork, analytics, product development and communications.
The company’s polling and analysis have attracted scrutiny from political commentators and competing research organisations including Newspoll and Essential Media Communications regarding sampling, weighting and headline interpretation during election campaigns. Media outlets and party strategists have debated discrepancies between its results and those of other pollsters in contests involving the Liberal Party of Australia, the Australian Labor Party and minor parties. Methodological debates have referenced declining telephone response rates, online panel composition and comparative transparency standards exemplified by institutions such as Pew Research Center. Criticism has also arisen over media reporting practices that emphasize short-term leads rather than margin of error and trend analysis advocated by academic methodologists at Australian National University and University of Sydney.
The organisation publishes regular polling bulletins, industry reports, white papers and proprietary products for sectors including retail, finance, media and telecommunications. Public-facing outputs have appeared in compilations and newsletters carried by The Guardian (Australia), Herald Sun, The Australian Financial Review and online platforms such as Crikey. Commercial products include audience measurement services, brand health trackers, customer satisfaction indices and syndicated databases used by consulting firms like Deloitte and PwC. The company also offers customised consulting engagements, workshops and predictive analytics services for corporate and institutional clients.
Category:Market research companies