Always On: Using MorningConsult.AI To Find the Biggest Movers in Brand Tracking

Welcome to Always On. Each week, we’ll dig into a brand or audience trend you need to know about, tapping into Morning Consult Intelligence, our always-on insights platform powered by 15,000 daily surveys across 40+ countries. That means thousands of brands, audience deep dives, and enough fresh data to make your spreadsheets jealous. Sign-up here to get this email sent to you directly every week.

Here at Morning Consult, we’re always improving our tools to make it easier for users to find what matters in our data. I’m excited to tell you about our latest feature update: MorningConsult.AI can now highlight the largest shifts across brands and demographics, helping you focus your attention and act quickly.

For example, you can ask: Which automotive brands have seen the biggest changes in purchasing consideration? MorningConsult.AI quickly assembles the five brands that have moved the most year-over-year.

In this week’s Always On, we’re going to explore several examples of how you can use this feature to get the brand and audience data you need to make informed decisions.

Going Deeper: Exploring Changes in Certain Demographics

You can get more specific — just ask about a more specific audience. So below, I’ve asked: Which automotive brands have seen the biggest changes in purchasing consideration among Republicans?

Tesla leads the pack with a 12-point positive shift. Its purchasing consideration moved from -30 to -17, marking the largest improvement among the auto brands examined. The electric vehicle company has seen its image improve with Republicans ever since CEO Elon Musk increased his involvement in U.S. politics (though some of those feelings have soured more recently).

We track thousands of brands in Morning Consult Intelligence, so you can ask more than just about cars. For example, let’s try: What beer companies have seen the biggest change in favorability among Gen Z women?

Among Gen Z women, the beer brand with the most notable positive shift in favorability is Busch Light. Its favorability score increased from -12 to -5 — a 7-point improvement, which is the largest positive move in our ranking. Above, we’re asking about favorability. But you can ask about any of the key brand metrics we track. So let’s try: What artificial intelligence companies have seen the biggest change in daily usage among Gen Z men?

We wrote about usage of ChatGPT skyrocketing in our report earlier this year that explored the AI super user. But ChatGPT is not alone — a lot of artificial chatbots are seeing their usage jump considerably year-over-year.

Anyone can give MorningConsult.AI a spin — try it yourself here.

Extra Credit: Made in America

Speaking of big changes in data, my colleagues on the global team have a new report exploring “Made in America” products, including consumers’ demand for those goods and their willingness to pay more. In regard to both areas, the trendline is pointing down.

Relative to the start of our tracking three years prior, and particularly from Q2 2024 onwards, U.S. consumers' demand for "Made in America" has fallen across nearly all consumer demographics spotlighted above.

Over that time period, Democrats show the most pronounced decline. But GOP-aligned consumers also exhibit waning enthusiasm for the product segment. This suggests that partisanship — whereby Democratic consumers' views of American-made goods are colored by their rebuke of the Trump administration's efforts to build up U.S. manufacturing — does not fully explain the trend. As my colleagues discuss in their report in more detail, economic factors are likely playing a role here. Download the full Made in America report here.