"World of DaaS" Morning Consult CEO Michael Ramlet - AI, consumer sentiment and reinventing survey research
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Jul 22, 2025 Michael Ramlet, the co-founder and CEO of Morning Consult, shares insights from his leading global decision intelligence company. He discusses the dramatic shift from traditional telephone polling to innovative online methods and the importance of real-time data in shaping consumer insights. Ramlet explains how AI is democratizing survey research, making it accessible and effective. He also delves into the impact of cultural influencers on brands and the evolving nature of political campaigning through data-driven strategies.
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Polling's Evolution and Challenges
- Polling has evolved through shifts like in-person, mail, telephone, and now online/mobile modes.
- The cost structures and methodologies differ significantly between these modes, impacting quality and scale.
Challenges of Representativeness in Surveys
- Achieving representative samples is harder today than dialing random phone numbers used to be.
- Legacy firms ignored complexity and invested little, leading to inaccuracies in survey research.
Use Bidding Algorithms for Sampling
- Use dynamic bidding to pay more for hard-to-reach demographics and less for easier ones.
- This optimizes cost and allows for larger, higher-quality survey samples at scale.