How Great Clips Strengthens Performance Across 190+ DMAs with Morning Consult
Sharper brand positioning and messaging
Confident execution of major campaigns
Greater alignment across teams and franchisees
The Customer
Great Clips is a leading hair salon chain with more than 4,000 locations across North America. As a fully franchised business, the company focuses on strengthening brand performance while supporting national and local campaigns across more than 190 designated market areas (DMAs).
The Challenge
The company needed a more reliable way to navigate post-Covid shifts in consumer behavior, and align internal teams and franchise partners around evolving customer needs.
The Result
Great Clips uses Morning Consult’s Intelligence Platform and Custom Research to refine brand positioning and messaging, execute high-profile campaigns, and support more confident decision-making across markets.
"We operate in over 190 DMAs in the US, and through the Morning Consult platform, we are able to dig in at a DMA level to understand brand health and consumer behavior. It helps us deliver marketing plans that are specific to those individual markets.”
Lisa Hake
VP of Marketing & Communications, Great Clips
Refining Brand Strategy to Meet Evolving Consumer Needs
The Morning Consult Intelligence Platform delivers always-on consumer insights that help Great Clips understand how consumer sentiment and brand perception are shifting over time. These insights inform their brand positioning and creative strategy, ensuring decisions reflect current market dynamics.
The Impact: Continuous global tracking, delivered through market-level dashboards and self-serve analysis tools, helps the Marketing and Communications team identify the forces shaping consumer behavior across markets.
Guiding Major Brand Moments With With Custom-Built Research
Great Clips relied on Morning Consult Custom Research to inform major brand initiatives, including post-COVID winback efforts and a national campaign tied to the College Football Playoff. Morning Consult’s expert research team delivered a 360° view of their brand and landscape—equipping the Great Clips to validate strategy and execute with confidence during high-stakes moments.
The Impact: With Morning Consult Custom Research, Great Clips gets deeper, faster answers to complex business questions—transforming intelligence into confident campaign execution.
“We did a very large study at the end of 2024 called Project WinBack. It focused on winning back customers in the post-COVID era, understanding how behaviors and perceptions have changed, and identifying what we needed to do as a brand. In 2025, our entire company is focused on the outcomes of that research, and I love that it stemmed from the work we did with Morning Consult.”
Lisa Hake
VP of Marketing & Communications, Great Clips
Aligning a Franchise Network Around the Voice of the Customer
Morning Consult data plays a critical role in aligning Great Clips’ internal teams, external partners, and franchisees around a clear, accurate view of consumer behavior. By grounding decisions in trusted consumer insight, Great Clips executives accelerate decision-making and build buy-in across the franchise network.
The impact: Decision-ready insights from the Morning Consult Intelligence Platform establish a defensible source of truth across distributed teams and partners.
The Bottom Line: A Business Critical Investment
For Great Clips, Morning Consult has become an indispensable source of consumer intelligence that shapes how brand decisions are made.
Always-on insights and tailored research deliver a real-time, trustworthy understanding of brand performance—enabling the company to execute with confidence and drive business growth across its franchise network.
