Understand Any Audience, Instantly
The State of the Consumer Agent turns Morning Consult’s always-on consumer data into a comprehensive view of the audiences that matter to your business, revealing who they are, how they’re changing, and what those shifts mean for targeting, messaging, and growth strategy.
Powered by continuous market intelligence
Built on Morning Consult’s continuously collected consumer data, with 30,000+ daily surveys across global markets.
Understand the economic, behavioral, attitudinal, and media context shaping an audience.
See what actually stands out
Compare your audience with the general population and surface the characteristics, behaviors, and shifts that matter most.
Get a structured, editable report that turns a broad set of consumer data into clear strategic context.
What the State of the Consumer Agent Delivers
Build a clear picture of the demographic and life-stage characteristics that define your audience, from income and education to household composition, employment, and more.
Understand your audience’s economic outlook, financial health, and how broader market conditions may be shaping their priorities and behavior.
Explore lifestyle and spending behaviors, media habits, attitudes, values, and beliefs to uncover the context behind how your audience thinks and acts.
Optionally add brand and competitor analysis to see how your audience perceives your brand, where competitors stand, and where opportunities or gaps may exist.
How It Works
A purpose-built workflow only Morning Consult’s data, AI automation, and research expertise can deliver.
Choose Your Audience
Select a curated Morning Consult Intelligence audience, a custom audience you’ve built in the platform, or a custom audience that has been shared with you.
Add Brand Context, If You Need It
Run a brand-agnostic audience profile or add a primary brand and selected competitors for additional insight into brand relationships and competitive perceptions.
The Agent Finds What Matters
The agent analyzes the audience across demographic, economic, behavioral, media, and attitudinal dimensions, surfacing the signals that most distinguish the audience and the changes worth paying attention to.
Receive a Ready-to-Use Report
Get a structured, fully editable PowerPoint with an executive summary, data visualizations, audience comparisons, trends over time, and strategic implications.
Customer Targeting Agent identifies who matters and why. State of the Consumer gives you the strategic profile you need to act.
The Customer Targeting Agent helps identify high-opportunity consumer segments, explains why they matter to your brand, and provides a foundational profile of who they are.
The State of the Consumer Agent takes you deeper into a selected audience, adding broader economic, behavioral, attitudinal, media, and brand context to help you build strategy around them.
You can also use State of the Consumer independently for an audience your organization already cares about.
Frequently Asked Questions
What is an AI Research Agent?
Morning Consult AI Research Agents are purpose-built research workflows that combine Morning Consult’s proprietary consumer data, research expertise, and AI automation to answer specific business questions and deliver structured, ready-to-use reports.
They are designed to help teams move from data to insight faster without requiring manual analysis or prompt engineering.
What data powers the State of the Consumer Agent?
The agent is powered by Morning Consult’s proprietary consumer survey data, collected continuously across global markets.
It draws from a defined set of demographic, economic, behavioral, media, attitudinal, and brand dimensions to build a comprehensive view of a selected audience.
Is the Company Performance Agent a standalone product or part of the Intelligence platform?
The Company Performance Agent – along with our Brand Reputation Agent and Company Performance Agent – is a feature within the Morning Consult Intelligence platform, not a separate product. Our agents are purpose-built, automated workflows that run on the platform's underlying dataset and are accessible to all Intelligence platform subscribers at no additional cost.
Each agent is designed by our in-house experts for a specific research use case and produces a self-contained output, while the Intelligence platform's self-serve dashboards and data tools remain available alongside them.
What does a State of the Consumer report look like?
The agent produces a fully editable PowerPoint report with an executive summary, written analysis, supporting data visualizations, comparisons with the general population, and trends over time.
The exact content varies based on the audience and whether brand analysis is included.
Who is the State of the Consumer Agent designed for?
The agent is best suited for insights and market intelligence leaders who need to turn audience data into strategic context; marketing and brand teams developing targeting, messaging, media, or growth strategy; and agency or consultancy strategists building audience-led recommendations for clients.
It is especially useful when a team already knows which audience matters and needs a faster, more complete view of who they are, what is changing, and what it means for strategy.
How is the State of the Consumer Agent different from the Customer Targeting Agent?
The Customer Targeting Agent helps identify priority growth audiences and provides a foundational profile of who they are, the media channels they use, and their behaviors.
The State of the Consumer Agent goes deeper on a specific audience, adding market and economic context, attitudes and beliefs, and brand relationships to build a more complete understanding of that audience and what it means for strategy.
State of the Consumer can also be used independently for an audience your organization already cares about.
How is the State of the Consumer Agent different from the Audience Profile experience in Morning Consult Intelligence?
The State of the Consumer Agent is not simply an automated version of the Audience Profile experience.
The agent draws from a defined set of profiling questions rather than every question available in Audience Profile. It identifies the signals that are most relevant and differentiated for the selected audience, adds analysis, context, and recommendations, and packages the findings into a structured narrative and editable report.
What audiences can I profile?
You can select a curated Morning Consult Intelligence audience, a custom audience you have created, or a custom audience that has been shared with you.
To run a report, the audience must have an n-size greater than 2,000 over the past year.
Can I include my brand and competitors?
Yes. The State of the Consumer Agent can be run as a brand-agnostic audience profile or with an additional Brand Sentiment section for a primary brand and selected competitors.
To include brand analysis, the selected brand-audience combination must have more than three weeks of data or an n-size greater than 300 for Awareness in the current quarter.
What does the agent analyze?
Depending on the available data and selected audience, the report can examine:
- Demographics
- Economic sentiment
- Lifestyle and spending
- Media engagement
- Attitudes and beliefs
- Brand sentiment, when selected
The agent determines which findings to emphasize based on what is most relevant and differentiated for the audience.
Does the State of the Consumer Agent require prompting or familiarity with AI?
No. The agent follows a defined Morning Consult research workflow.
Users select the audience they want to understand and, optionally, a brand and competitors. The agent performs the analysis and generates the completed report without requiring prompt engineering or manual exploration of the underlying data.
Turn Audience Understanding Into Growth Strategy
Understand the consumers that matter to your business, what is changing around them, and what those shifts mean for your next move.