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| Zogby Research Services | |
|---|---|
| Name | Zogby Research Services |
| Industry | Public opinion polling |
| Founded | 1984 |
| Founder | John Zogby |
| Headquarters | Utica, New York |
| Services | Opinion polling, market research, analytics |
Zogby Research Services is an American polling and market research firm founded in the 1980s by John Zogby. The firm conducted public opinion surveys, political polling, and customized market research for clients across the United States, Canada, and the Middle East. It became known for frequent national polls, state surveys, and targeted industry studies used by media outlets, campaigns, corporations, and advocacy groups.
Founded by John Zogby in Utica, New York in 1984, the company grew from local market research to national political polling during the 1990s and 2000s amid expanding demand from ABC News, CNN, and The New York Times. The firm produced notable surveys during the 1996 United States presidential election, the 2000 United States presidential election, and the 2004 United States presidential election. Expansion included creating operations serving clients in the Middle East and consulting for entities linked to United Nations projects, as well as corporate engagements with firms such as Ford Motor Company, Microsoft, and Procter & Gamble. Leadership included family members and associates who interfaced with media organizations including Fox News, NBC News, and The Washington Post.
The firm offered telephone, interactive voice response, online panel, and mail survey methodologies, combining probability-based sampling and weighting techniques applied in contexts like the Iraq War polling era and the 2008 United States presidential election. Services covered political polling for campaigns tied to figures such as Barack Obama, John McCain, Hillary Clinton, and Donald Trump, and market research for corporations including Coca-Cola, PepsiCo, and AT&T. Methodological claims referenced sampling frames, likely voter screens, demographic weighting and turnout modeling used in industries represented by Nielsen, Pew Research Center, and Gallup. The firm provided cross-tabs, crosstabulation analysis, segmentation studies and forecasting utilized by media outlets like The Wall Street Journal, Bloomberg, and Reuters.
Zogby Research Services released frequent national and state-level surveys predicting trends in elections such as the 2004 United States presidential election, the 2008 United States presidential election, and midterm cycles including the 2010 United States elections. The firm also published issue polls on topics related to the Affordable Care Act, immigration reform, and energy policy debates linked to Environmental Protection Agency decisions. Corporate studies assessed consumer sentiment during events like the 2008 financial crisis, advertising effectiveness for brands including Nike and Apple Inc., and technology adoption tied to Google and Amazon (company). Findings were cited in coverage by The New York Times, USA Today, Los Angeles Times, and broadcast networks such as CBS News and ABC News.
The firm faced scrutiny over discrepancies between some poll results and final election outcomes, prompting comparisons with firms like Rasmussen Reports and SurveyUSA. Critics in outlets such as The New York Times and FiveThirtyEight debated weighting choices, likely voter models, and sample frames in contexts including the 2000 United States presidential election recount debates and the 2016 United States presidential election. Academic commentators from institutions like Harvard University, Stanford University, and Columbia University questioned methodology relative to probability-based standards used by Pew Research Center and Gallup. Additional criticism arose over corporate and international clients connected to regional politics in the Middle East and engagements discussed in reports by The Washington Post and The Guardian.
Originally privately held by its founder and family investors, the company operated as a closely held firm in Utica, New York. Leadership included executives with ties to consulting networks and media relations involving firms such as Burson-Marsteller, Edelman (company), and Ketchum (public relations). Corporate clients spanned multinational corporations like General Motors, ExxonMobil, and IBM, and nonprofit organizations including The Heritage Foundation and American Civil Liberties Union. The firm’s advisory boards and partnerships featured academics and practitioners from Syracuse University, Georgetown University, and New York University.
Zogby Research Services influenced media coverage, campaign strategy, and corporate decision-making through polling cited by CNN, MSNBC, and Fox News. Polls informed campaign messaging for candidates such as Joe Biden, Mitt Romney, and Ted Cruz, and provided consumer intelligence to firms like Samsung and Sony. The firm contributed to methodological debates alongside organizations such as Pew Research Center, Gallup, and Quinnipiac University Poll. Academic studies from University of Michigan and Princeton University referenced Zogby data when analyzing public opinion trends during events like the Great Recession (2007–2009) and the Arab Spring.
The firm and its founder received recognition in media and professional circles, with citations in lists and profiles by Forbes (magazine), Time (magazine), and The Wall Street Journal. John Zogby and associates were invited to speak at conferences hosted by American Association for Public Opinion Research, Pew Research Center, and Brookings Institution. Coverage of polling work appeared in publications including The Economist and Foreign Affairs.
Category:Polling organizations