StrategyOne

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Edelman Data & Intelligence
Company typePrivate
IndustryMarket Research Consulting
Founded1999
HeadquartersNew York, New York
Key people
Antoine Harary, Global president[1]
Websitehttps://www.edelmandxi.com/

Edelman Data & Intelligence (formerly StrategyOne, Inc.) is a research and analytics consultancy. The company was founded as StrategyOne, Inc. in 1999 and renamed Edelman Data & Intelligence (DXI) in 2020.[2]

The firm, led by Antoine Harary, is a subsidiary of the public relations firm Edelman. It oversees the agency’s approach to reputation, branding and communications research.

Edelman Data & Intelligence was ranked among the top 50 U.S. market research and analytics companies in the American Marketing Association’s (AMA) 2018 Gold Report.[3]

History

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In 1999, Edelman launched StrategyOne, a market research firm that would live under its Daniel J. Edelman Inc. holding company.[4] A year later, it launched the first installment of the Edelman Trust Barometer.[5]

In 2011, StrategyOne acquired the research firm PluggedIN, which specializes in using online communities for building research groups.[6][7]

In 2012, StrategyOne absorbed into a newly-launched research venture, Edelman Berland. The new venture took its name from leading industry figure Michael Berland, who was appointed as its CEO.[8][9]

Following Michael Berland's departure in 2016, the firm renamed itself Edelman Intelligence, under Antoine Harary's leadership.[10] Then in 2020, the firm announced it was changing its name to Edelman Data & Intelligence.[11]

In 2025 the company launched GEOsight, a generative engine optimization to assist with AI-generated search results.[12]

Notable research

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The company's research has been highlighted in a number of major news outlets including the Wall Street Journal,[13] the New York Times,[14] the Washington Post,[15] and USA Today.[16]

Trust Barometer

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Edelman Data & Intelligence is the research company behind the Edelman Trust Barometer, an international study conducted in 25 countries that focuses on the principles of trust in business, government, media and NGOs.[17] The study has been running every year since 2000.[5]

References

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  1. ^ Ruderman, Jess (18 February 2025). "Edelman hires Ben Verley as global head of predictive intelligence for Edelman DXI". prweek.com. PRWeek.
  2. ^ Czarnecki, Sean. "Meet the 14 people who are key to Edelman's data and analytics division". Business Insider. Retrieved 2025-10-27.
  3. ^ "The 2018 AMA Gold Top 50 Report". Retrieved 2018-06-15.
  4. ^ "Edelman and the Rise of Public Relations" (PDF). Bournemouth University. 2012. Retrieved 23 February 2024.
  5. ^ a b "The world's biggest PR firm claims to be an expert on trust – but is it? | The Guardian". The Guardian. 15 January 2024. Retrieved 23 February 2024.
  6. ^ "Edelman's Strategy One Buys Online Research Community Specialty | PRovoke Media". PRovoke Media. 16 July 2011. Retrieved 23 February 2024.
  7. ^ Only, Subscription (2011-07-12). "StrategyOne Acquires Market Research Company". Retrieved 2025-10-22.
  8. ^ "Edelman appoints Michael Berland for global research role | PR Week". PR Week. 5 September 2012. Retrieved 23 February 2024.
  9. ^ "Edelman Berland: an all new StrategyOne? | Feature | ResearchLive". ResearchLive. 6 September 2012. Retrieved 23 February 2024.
  10. ^ "Michael Berland exits Edelman | PR Week". PR Week. 3 March 2016. Retrieved 23 February 2024.
  11. ^ "Edelman launches Edelman Data & Intelligence (DxI) | Edelman". Edelman. 19 October 2020. Retrieved 23 February 2020.
  12. ^ Ruderman, Jess (21 May 2025). "Edelman launches generative engine optimization offering". prweek.com. Retrieved 2025-09-30.
  13. ^ Anders, George (January 9, 2008). "As Economy Slows, Reputation Takes On Added Meaning" (PDF). The Wall Street Journal. p. A2. Retrieved April 7, 2012.
  14. ^ Norris, Floyd. “A Rise in Pessimism in the Corner Office”. New York Times, January 30, 2009.
  15. ^ McCann, Ruth. “'Best' For Last?” Washington Post, August 3, 2009.
  16. ^ Healy, Michelle and Ward, Sam. “What are the Sexiest U.S. Cities?” USA Today. Edelman Intelligence employs more than 200 analysts, consultants, data scientists, and storytellers.
  17. ^ Garcia, Tonya. “New Edelman Trust Barometer finds trust in US companies at a low”. PRWeek, January 27, 2009. http://trust.edelman.com/
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