How High-Frequency Economic Data Informs Business Decisions

Economic Intelligence you can’t access anywhere else

Morning Consult Economic Intelligence is a suite of economic indicators supported by our signature scale, frequency and depth. It provides daily insight into key indicators among sub-populations and geographies not available elsewhere. That’s the Morning Consult difference. We start by giving you the most comprehensive set of real-time economic indicators in the industry, which helps you understand the big picture now and in the future. More importantly, we give you customizable, granular data, which gives you the power to precisely understand your customers future intentions and how that impacts your business. Here’s how we do it:

1. Forward-looking metrics

Morning Consult’s forward-looking metrics enable you to see both the trends that are occurring in real time and the factors driving how your customers will react. Our data is released daily while other economic data is released monthly. This provides you with the opportunity to spot trends as they happen. 

These insights identify how your consumers are feeling about specific events (e.g., inflation) and whether those changes affect their likelihood of buying your product or service. For example, with an understanding of how significant events, such as a recession or runaway inflation, will impact consumer demand, your organization has time to recommend changes to investments and other assets before the bottom line is significantly affected. 

2. Macro- and micro-level economic data

Morning Consult’s large sample size and robust demographic collection lets you analyze indicators at either the national or global level and by other granular population segments. Responses are collected daily, which means  – you guessed it – access to more responses. These responses can be segmented into key demographics such as income, location, gender, generation and more. 

With this information you can gain a holistic understanding of your key audiences and their current financial confidence. Your organization can derive which customers are the most interested in purchasing from your brand, so that you can tailor launches, craft product messaging, direct media buys, drive sales initiatives and customize talking points, all to their specific needs. 

3. High-frequency economic indicators

Morning Consult conducts more than 17,000 daily interviews with adults in the world’s largest economies to constantly gauge sentiment on the economy, businesses and consumers’ likelihood to spend. Daily responses go back to January 2018, allowing clients to analyze past events in depth to forecast future economic trends. 

This means that organizations can get daily insights into target consumers’ perception of their brand versus competitors. You can also find out how your consumers, or potential consumers, perceive the value of your product or service in relation to cost amidst rising prices. From there, you can target your spending to audience groups with the highest return on investment, saving money and improving efficiency. All of this will help your business tailor creative, plan spending and prepare operations to best serve your key audiences with the highest intent.

4. Proprietary data and analysis

Morning Consult leverages proprietary first-party data that our team of economists is uniquely qualified to analyze and interpret. The scale of data means that Morning Consult can apply very specific audiences (e.g. purchasers of a given brand) to more precisely evaluate the impact of current conditions on companies.

5. Exclusive premium economic reports and analyses

Authored by Morning Consult’s team of expert economists, subscribers get exclusive access to analysis on key economic indicators and recession signals, including labor and employment, consumer spending and personal finances, and supply chains and inflation.

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