# StrategyOne
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{{Short description|Consultancy firm}}
{{buzzword|date=February 2016}}
{{Infobox company
| name = Edelman Data & Intelligence
| logo =
| type = [Private](/source/Private_company)
| foundation = 1999
| location = [New York, New York](/source/New_York%2C_New_York)
| key_people = Antoine Harary, Global president[{{cite web |last=Ruderman |first=Jess |date= 18 February 2025 |title=Edelman hires Ben Verley as global head of predictive intelligence for Edelman DXI |url= https://www.prweek.com/article/1906693/edelman-hires-ben-verley-global-head-predictive-intelligence-edelman-dxi|website= prweek.com |publisher=PRWeek}}]
| industry = [Market Research](/source/Market_Research) [Consulting](/source/Consultant)
| homepage = https://www.edelmandxi.com/
}}'''Edelman Data & Intelligence (formerly StrategyOne, Inc.)''' is a [research](/source/research) and [analytics](/source/analytics) consultancy. The company was founded as StrategyOne, Inc. in 1999 and renamed '''Edelman Data & Intelligence (DXI)''' in 2020.[{{Cite web |last=Czarnecki |first=Sean |title=Meet the 14 people who are key to Edelman's data and analytics division |url=https://www.businessinsider.com/key-executives-leading-edelmans-data-and-analytics-arm-2021-9 |access-date=2025-10-27 |website=Business Insider |language=en-US}}]
The firm, led by Antoine Harary, is a [subsidiary](/source/subsidiary) of the [public relations](/source/public_relations) firm [Edelman](/source/Edelman_(firm)). It oversees the agency’s approach to [reputation](/source/reputation), [branding](/source/Brand) and [communications](/source/Communication) research.
Edelman Data & Intelligence was ranked among the top 50 U.S. market research and analytics companies in the [American Marketing Association](/source/American_Marketing_Association)’s (AMA) 2018 Gold Report.[{{Cite news|url=https://www.ama.org/publications/MarketingNews/Pages/2018-ama-gold-top50-report.aspx|title=The 2018 AMA Gold Top 50 Report|access-date=2018-06-15|language=en-US}}]
== History ==
In 1999, Edelman launched StrategyOne, a market research firm that would live under its Daniel J. Edelman Inc. holding company.[{{Cite web |date=2012 |title=Edelman and the Rise of Public Relations |url=https://microsites.bournemouth.ac.uk/historyofpr/files/2010/03/Edelman-and-the-Rise-of-Public-Relations2.pdf |access-date=23 February 2024 |website=Bournemouth University}}] A year later, it launched the first installment of the Edelman Trust Barometer.[{{Cite web |date=15 January 2024 |title=The world's biggest PR firm claims to be an expert on trust – but is it? {{!}} The Guardian |url=https://www.theguardian.com/business/2023/jan/15/edelman-pr-firm-davos-trust |access-date=23 February 2024 |website=The Guardian}}]
In 2011, StrategyOne acquired the research firm PluggedIN, which specializes in using online communities for building research groups.[{{Cite web |date=16 July 2011 |title=Edelman's Strategy One Buys Online Research Community Specialty {{!}} PRovoke Media |url=https://www.provokemedia.com/latest/article/edelman's-strategy-one-buys-online-research-community-specialty |access-date=23 February 2024 |website=PRovoke Media}}][{{Cite web |last=Only |first=Subscription |date=2011-07-12 |title=StrategyOne Acquires Market Research Company |url=https://www.adweek.com/performance-marketing/strategyone-edelman-pluggedin-acquisition/ |access-date=2025-10-22 |language=en-US}}]
In 2012, StrategyOne absorbed into a newly-launched research venture, Edelman Berland. The new venture took its name from [Michael Berland](/source/Michael_Berland), who was appointed as its CEO.[{{Cite web |date=5 September 2012 |title=Edelman appoints Michael Berland for global research role {{!}} PR Week |url=https://www.prweek.com/article/1148633/edelman-appoints-michael-berland-global-research-role |access-date=23 February 2024 |website=PR Week}}][{{Cite web |date=6 September 2012 |title=Edelman Berland: an all new StrategyOne? {{!}} Feature {{!}} ResearchLive |url=https://www.research-live.com/article/features/edelman-berland-an-all-new-strategyone/id/4008184 |access-date=23 February 2024 |website=ResearchLive}}][{{Cite news |date=2012-09-10 |title=Accounts and People of Note in the Advertising Industry (Published 2012) |url=https://www.nytimes.com/2012/09/10/business/media/accounts-and-people-of-note-in-the-advertising-industry.html |access-date=2025-11-19 |language=en}}]
Following Michael Berland's departure in 2016, the firm renamed itself Edelman Intelligence, under Antoine Harary's leadership.[{{Cite web |date=3 March 2016 |title=Michael Berland exits Edelman {{!}} PR Week |url=https://www.prweek.com/article/1386107/michael-berland-exits-edelman |access-date=23 February 2024 |website=PR Week}}] Then in 2020, the firm announced it was changing its name to Edelman Data & Intelligence.[{{Cite web |date=19 October 2020 |title=Edelman launches Edelman Data & Intelligence (DxI) {{!}} Edelman |url=https://www.edelman.com/news-awards/dxi-launch |access-date=23 February 2020 |website=Edelman}}]
In 2025 the company launched GEOsight, a generative engine optimization to assist with AI-generated search results.[{{Cite web |last=Ruderman |first=Jess |last2= |date=21 May 2025 |title=Edelman launches generative engine optimization offering |url=https://www.prweek.com/article/1918900?utm_source=website&utm_medium=social |access-date=2025-09-30 |website=prweek.com |language=en}}]
== Notable research ==
The company's research has been highlighted in a number of major news outlets including the ''[Wall Street Journal](/source/Wall_Street_Journal)'',[{{cite news|last=Anders|first=George|authorlink=George Anders|title=As Economy Slows, Reputation Takes On Added Meaning|date=January 9, 2008|newspaper=[The Wall Street Journal](/source/The_Wall_Street_Journal)|page=A2|url=http://www.reputationinstitute.com/press/09JAN2008_WSJ_RI.pdf |accessdate=April 7, 2012}}] the ''[New York Times](/source/New_York_Times)'',[[https://www.nytimes.com/2009/01/31/business/economy/31charts.html?_r=1&ref=business Norris, Floyd. “A Rise in Pessimism in the Corner Office”]. ''New York Times'', January 30, 2009.] the ''[Washington Post](/source/Washington_Post)'',[[https://www.washingtonpost.com/wp-dyn/content/article/2009/08/02/AR2009080202073_pf.html McCann, Ruth. “'Best' For Last?”] ''Washington Post'', August 3, 2009.] and ''[USA Today](/source/USA_Today)''.[[http://www.strategyone.net/images/USATODAYsnapshottrojan.JPG 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.]
== Trust Barometer ==
Edelman Data & Intelligence is the research company behind the Edelman Trust Barometer, an international study conducted in 25 countries that examines trust in business, government, media, and NGOs.[[http://www.prweekus.com/2009-Edelman-Trust-Barometer-finds-trust-in-US-companies-at-a-low/article/126407/ Garcia, Tonya. “New Edelman Trust Barometer finds trust in US companies at a low”]. ''PRWeek'', January 27, 2009.
http://trust.edelman.com/] The study has been running every year since 2000.