Your Growth Opportunities, Identified Instantly

An AI research agent is a system that carries out a structured research workflow on your behalf, rather than simply responding to a question or fetching data. It gathers data, applies methodology, and delivers findings autonomously, without requiring you to run the analysis step by step. Morning Consult's agents apply that capability to our proprietary consumer and brand intelligence, combining always-on survey data with expert research design to surface insights your team can act on immediately.

The agents run on Morning Consult's proprietary consumer survey database, collected through 30,000+ daily interviews across 45+ global markets. The underlying data is the same continuous tracking that powers the Morning Consult Intelligence platform — covering brand health, consumer sentiment, audience behavior, and economic indicators.

The Customer Targeting 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.

The Customer Targeting Agent produces a fully editable PowerPoint report. Reports include data visualizations, written narrative, and structured analysis formatted for direct use in stakeholder presentations. No reformatting or manual data transfer is required.

No. Unlike an AI chatbot, the agent follows a pre-defined research workflow based on upfront user selections.To run the agent, the user simply selects their desired brand, market, and competitors from a drop-down menu. The agent then runs autonomously and delivers the completed PowerPoint report via email. No prompt engineering, AI expertise, or manual analysis is required.

The agent evaluates every brand to identify four growth opportunity groups: Engaged, Underserved, At-Risk, and Emerging. 

Engaged segments are consumers who are both favorable toward the brand and actively using it — the core audience to protect and retain. 

Underserved segments are favorable but not yet using the brand, representing the highest-opportunity conversion targets. 

At-Risk segments are current users who hold unfavorable sentiment, a leading indicator of churn that often shows up in the data before it shows up in revenue. 

New to Morning Consult Intelligence, Emerging segments are those showing the greatest combined growth in favorability and usage over the past three years — audiences gaining momentum that teams can capitalize on before competitors do.

The agent surfaces up to three distinct segments per group, delivering up to 12 high-signal audiences in a single report.

Each group is defined by a specific combination of favorability and usage signals drawn from Morning Consult's brand tracking data. The agent evaluates a broad set of demographic, behavioral, and psychographic attributes to find the individual response combinations scoring highest against each group's criteria. The top candidates are then layered with additional traits to build more specific, two-dimensional audiences. 

From there, segments are ranked and filtered by four criteria: how much they differ from the general population, how large they are, how strategically relevant they are to the brand's specific goals and market position, and how conceptually distinct they are from one another. Segments must also meet a minimum sample size threshold to qualify. The result is a set of high-signal, actionable audiences — not an exhaustive list, but the ones most worth a team's attention.

The Customer Targeting Agent is designed for marketing strategists, brand teams, and growth leaders who need to identify which consumer segments represent the highest near-term opportunity and understand how to reach them.

It is particularly useful for brands trying to move beyond their current customer base by identifying emerging audiences before competitors do.

Traditional audience research requires commissioning a study, waiting weeks for results, and manually analyzing data. The Customer Targeting Agent runs on always-on survey data collected daily and surfaces prioritized growth opportunities rather than raw segments.