Essential Media Communications Pty Ltd, also known as Essential Media, Essential Research, or simply Essential, is an Australian public relations and market research company known for its political campaigns and opinion polls.

History and work

Essential Media Communications was founded in 1997 by Tony Douglas, with the Australian Education Union as its first client.

In 2004, it launched the inaugural Essential Report, the result of regular public polling on social issues in Australia.[1] It was originally published in partnership with Crikey!, but subsequently established a relationship with Guardian Australia, and is published for free by The Guardian.[2] Executive Director Peter Lewis is also a regular columnist for Guardian Australia.[3]

Some of Essential's notable work and campaigns include:[1]

Governance

The company is co-owned by Executive Director Peter Lewis and Managing Director Peter Stahel.[5]

The Essential Report

The Essential Report is a regular poll of topical political and social issues in Australia. It is published fortnightly by theGuardian Australia. Further detail, including the wording of each question and breakdowns of demographic groups, are published online at essentialreport.com.au. People can sign up to receive summaries by email for free.[6]

Essential Media also publishes its methodology and compliance with Australian Polling Council Quality Mark standards.[7] All of its polling is done online. While it asks the "voting intention" question of its respondents twice in order to eliminate the "Don't Knows", it eliminates the remaining Don't Knows in its reporting.[2]

See also

References

  1. ^ a b "Our History". Essential Media. Archived from the original on 11 February 2022. Retrieved 11 February 2022.
  2. ^ a b "Who controls opinion polling in Australia, what else we need to know about the polls, and why it matters". Inside Story. 15 May 2019. Archived from the original on 11 February 2022. Retrieved 11 February 2022.
  3. ^ "Peter Lewis | The Guardian". the Guardian. Retrieved 13 December 2022.
  4. ^ "Campaign Director's Address to the NPC". www.alp.org.au. Retrieved 25 January 2023.
  5. ^ Wilkinson, Zoe (1 July 2020). "Essential Media Communications promotes Peter Stahel to MD". Mumbrella. Retrieved 25 January 2023.
  6. ^ "The Essential Report: Political Insights". Essential Research. January–February 2022. Archived from the original on 11 February 2022. Retrieved 11 February 2022.
  7. ^ "Methodology". Essential Research. 7 February 2022. Archived from the original on 11 February 2022. Retrieved 11 February 2022.

External links

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