Roy Morgan, formerly known as Roy Morgan Research, is an independent Australian social and political market research and public opinion statistics company headquartered in Melbourne, Victoria.
[3][4] The company is a major provider of advertising and media planning data and undertakes large government, social and corporate research programs.
This leading Audience Response Measurement technology was colloquially described as The Worm because of the live graphs that snake their way over the television screen, displaying the audience's reactions to visual stimuli (like for example an election debate) in real-time.
Primarily as a result of an ensuing dispute, Roy Morgan changed the branding from The Worm to The Reactor[6] in 2004 and continued to develop the product which is now primarily conducted online and via The Reactor mobile app.
Roy Morgan conducts the fieldwork for The Melbourne Institute's Household, Income and Labour Dynamics in Australia Survey (HILDA).