Roy Morgan - Comprehensive Analysis Report
Summary
Roy Morgan, an independent Australian social and political market research and public opinion statistics firm, was established in 1941 by Roy Morgan. Headquartered in Melbourne, Victoria, it operates nationally as Roy Morgan and internationally as Roy Morgan International, with offices in Sydney, Perth, Brisbane, Auckland, London, New York City, Princeton, and Jakarta. The company is Australia's longest-standing and most recognized market research firm, known for accurate and reliable data, consistently setting a benchmark for market research both in Australia and globally. Roy Morgan's independence ensures its research is free of hidden agendas, a principle exemplified by its widely respected Morgan Poll.
1. Strategic Focus & Objectives
Roy Morgan's strategic focus is on delivering comprehensive market research data services across diverse industries. The company specializes in understanding consumer behavior, public opinion, and policy influence.
Core Objectives
The main business objectives include providing reliable and accurate insights to governments, businesses, marketers, and advertisers. The overarching goal is to offer a thorough understanding of the customer to inform strategic planning, product development, marketing, and media planning and buying.
Specialization Areas
Key areas of expertise include advertising research, business research, customized research, telephone interviewing, international interviewing, online research, pitch planning, qualitative research, and target mapping. The firm offers unique value propositions through its extensive Single Source survey, which provides detailed demographic, lifestyle, attitude, opinion, sports, leisure, and media consumption data from more than 26,000 respondents, covering over 30 industries, 150 product categories, and 1500-plus brands.
Target Markets
Roy Morgan serves a diverse range of industries, including alcohol, gambling, banking, finance, consumer packaged goods (CPG), media, retail, travel, and telecommunications. Its geographical reach extends across Australia, New Zealand, the USA, and the UK, with operations in Indonesia as well.
2. Financial Overview
Roy Morgan is a funded private company.
Funding History
The company has one institutional investor, Maecenas Capital. Its annual turnover is more than A$40 million. Estimated annual revenue is reported to be $84.2 million per year.
3. Product Pipeline
Roy Morgan continuously develops and refines its research methodologies and products, innovating in data collection and analysis.
Key Products/Services
Morgan Poll: This product tracks voting intentions and public opinion on social issues in Australia, and is widely known. It is continuously maintained and updated.
Roy Morgan Readership Survey: This survey measures readership of newspapers and magazines, with updates released periodically.
The Reactor (formerly The Worm): This audience response measurement technology gauges real-time audience reactions to visual stimuli. It was originally developed for live TV and now primarily operates online and via a mobile app.
Wealth Report: Roy Morgan releases various reports, including this one.
Regional Surveys: The company conducts ongoing regional surveys in Australia and New Zealand.
Single Source Survey: Considered the world's most extensive single source survey, it comprehensively collects and integrates diverse consumer data across numerous industries and brands.
4. Technology & Innovation
Roy Morgan leverages advanced technological platforms and methodologies.
Technology Stack
The company utilizes modern tech tools such as AWS, React, and Webpack to deliver sophisticated and scalable research services.
Proprietary Developments
Roy Morgan Single Source: This is the world's most extensive single source survey, collecting and integrating consumer data on demographics, income, expenditures, attitudes, opinions, and media consumption.
ASTEROID: This is a data analysis software developed by Roy Morgan, designed for researchers to extract maximum value from survey data.
The Reactor (formerly The Worm): As an Audience Response Measurement technology, it displays real-time audience reactions to visual stimuli and is used online and via a mobile app.
Roy Morgan Values Segments: This proprietary segmentation model combines attitudinal insights with demographics to help marketers understand consumer motivations and map societal segments.
Scientific Methodologies
The company employs a rigorous approach to data collection, including personal interviews, telephone interviews, online surveys, and self-administered questionnaires. Samples are systematically weighted against population averages to ensure accuracy.
5. Leadership & Management
Roy Morgan is led by experienced executives.
Executive Team
Gary Morgan: Executive Chairman. Gary Morgan is the son of the founder, Roy Morgan, and has been actively involved in the company since 1959. He is recognized as a leading pollster in Australia, possessing a deep understanding of key issues affecting Australians.
Michele Levine: Chief Executive Officer. Michele Levine has over 30 years of experience as a researcher and has been responsible for numerous large-scale research projects. She is also credited with pioneering the Roy Morgan Values Segments in collaboration with Colin Benjamin.
Howard Seccombe: Chief Digital Officer.
Tim Young: Chief Financial Officer and Head of Business Development.
Portia Morgan: Head of Client Services.
Recent Leadership Changes
There is no readily available information regarding recent significant changes or appointments within the company's senior leadership beyond the standing roles of Gary Morgan as Executive Chairman and Michele Levine as CEO.
6. Talent and Growth Indicators
As of October 2025, Roy Morgan has approximately 478 employees across 5 continents.
Hiring Trends and Workforce
The company periodically recruits for various roles, as indicated by mentions of new hires, such as a Group Account Manager. Their long-standing history since 1941, global operations, and continuous engagement in diverse research projects suggest a stable and growing organization.
Company Size and Expansion Metrics
Roy Morgan has offices in Australia, New Zealand, the USA, the UK, and Indonesia. Its ability to expand research services, particularly in areas like consumer behavior, public opinion, and policy influence, points to growth opportunities.
7. Social Media Presence and Engagement
Roy Morgan actively maintains a strong social media presence.
Digital Footprint
Twitter/X: Roy Morgan Australia (@RoyMorganAus)
LinkedIn: Roy Morgan
Facebook: Roy Morgan Australia
Instagram: roymorganaus
Brand Messaging and Positioning
The company regularly shares updates on consumer confidence, business confidence, and attitudes towards various products and policies. This engagement positions Roy Morgan as a thought leader in market and social research, fostering community interaction around current affairs and consumer trends.
8. Recognition and Awards
Roy Morgan's independence and polling have earned it widespread recognition.
Industry Recognition
The company is synonymous with precise research into social trends and consumer habits. Its consistent reporting of public opinion has generated countless headlines and influenced political discourse. Roy Morgan releases Annual Customer Satisfaction Awards, recognizing outstanding performance across various industries in Australia. In September 2025, Roy Morgan unveiled the winners of its Trusted Brand Awards for 2025, recognizing 22 leading brands across a range of industries.
9. Competitive Analysis
Roy Morgan operates in the competitive market research industry.
Major Competitors
Ipsos: A global market research firm.
ICF: A global consulting and technology services company.
NewtonX: An AI-powered knowledge marketplace for corporates.
Typeform: Specializes in online forms and surveys.
Qualtrics: Provides experience management software.
SurveyMonkey: Offers online survey development.
Kantar: A data, insights, and consulting company.
Gallup: Known for public opinion polls and advisory services.
10. Market Analysis
The market research industry is dynamic, characterized by globalization, technological advancements, and a strong focus on understanding consumer choices.
Market Overview
Roy Morgan operates within a market that increasingly values sophisticated data analytics and digital research platforms. There is a constant need for businesses to adapt to changing consumer behaviors and market trends. In 2025, over 35 companies globally used Roy Morgan as a market research tool, with 54.29% of its customers located in Australia.
Growth Potential
Growth potential lies in expanding research services related to consumer behavior, public opinion, and policy influence across various industries. Recent market dynamics show shifts in consumer buying preferences, for example, toward online retailers like Shein and Temu.
Key Market Trends
Digitalization: Increasing reliance on digital research platforms and online data.
Consumer Buying Preferences: Shifts towards online retailers and changing attitudes towards products from different countries.
Focus on Trust: Growing emphasis on trust in brands, as highlighted by Roy Morgan's own Trusted Brand Awards.
Market Challenges and Opportunities
Challenges include adapting to quickly evolving consumer habits and intense competition. Opportunities exist in leveraging advanced data analytics and integrating diverse data sources for more comprehensive insights.
11. Strategic Partnerships
Roy Morgan actively engages in strategic collaborations.
Australian Made Campaign Ltd: In April 2024, Roy Morgan partnered to survey Australians' attitudes and habits towards Australian Made products.
Consumer Policy Research Centre: Roy Morgan has collaborated with this organization.
Melbourne Institute: Roy Morgan conducts the fieldwork for The Melbourne Institute's Household, Income and Labour Dynamics in Australia Survey (HILDA) and also partnered with them to deliver the "Taking the Pulse of the Nation" survey, providing real-time insights on Australian behaviors and attitudes regarding current social and economic issues.
Monash University: The company partnered with researchers at Monash University to conduct a survey funded by the Australian Research Council on public support for social media bans for children.
Lexer: In 2017, Roy Morgan partnered with Lexer to integrate Helix Personas with real-time human data from social and public sources, creating rich customer profiles.
Mi9 (now Nine Entertainment Co): In 2014, Roy Morgan partnered with Mi9's specialized data services venture, Tipstone, to transform online account data into consumer profiles using Helix Personas.
12. Operational Insights
Roy Morgan's operational strategy is built on its long-standing independence, extensive historical data, and innovative methodologies.
Current Market Position
Roy Morgan holds a market share of 0.01% in the market research category and competes with 112 other tools.
Competitive Advantages
Independence and Reputation: An unparalleled reputation for reliability, accuracy, and meaningful research, underpinned by its independent status.
Deep Industry Expertise: Over 80 years of experience since 1941 in collecting objective, independent information on consumers.
Proprietary Data and Tools: The comprehensive Single Source survey and proprietary tools like ASTEROID and The Reactor provide a unique 360-degree view of the consumer.
Global Presence: Offices across Australia, New Zealand, USA, UK, and Indonesia.
Operational Strengths
The company’s ability to integrate various data sources, offer customized research solutions, and utilize modern technologies (AWS, React, Webpack) allows it to deliver sophisticated and scalable research services. Its diverse client base across multiple sectors demonstrates the versatility and applicability of its offerings.
Areas for Improvement
While the provided information does not explicitly detail areas for improvement, maintaining and growing its market share in a highly competitive and evolving industry is a continuous challenge.
13. Future Outlook
Roy Morgan's strategic roadmap focuses on continued leadership in understanding consumer behavior and market dynamics.
Strategic Roadmap
Expansion of Research Services: Planned initiatives include expanding research services in areas of evolving consumer habits, public opinion, and policy influence.
Leveraging Data Integration: Increasing integration of clients' own or third-party data with its Single Source data presents an opportunity for deeper, more customized insights.
* Technological Advancement: Sustained commitment to developing innovative methodologies and new technologies, such as the evolution of The Reactor and AI-powered advertising tools like Roy Morgan's Workspace Copy Engine, indicates a forward-looking approach.
Growth Strategies
The company aims to maintain its focus on the "constant" of the consumer and their choices in an ever-changing world to remain relevant and influential in a globalized and technologically driven market research landscape. Ongoing partnerships and engagement with diverse sectors (government, non-profits, corporate clients) will continue to strengthen its market position and ability to offer tailored research solutions.
Future Challenges and Mitigation Strategies
Future challenges include intense competition from global and specialized market research firms and the need to continuously innovate to keep pace with technological advancements and changing data privacy regulations. Mitigation strategies involve leveraging its established reputation, proprietary technologies, and continuing strategic partnerships to offer advanced, reliable, and relevant market intelligence.
