Essential Media CommunicationsPty 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.
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]
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]
