Purple Strategies announced Wednesday that it has acquired Momentum Analysis, a Democratic polling firm noted for its research on "Walmart moms."
Margie Omero, who founded the firm in 2001, joins the bipartisan shop as managing director of its research division, Purple Insights. “As our clients continue to look for innovative ways to reach audiences, Margie’s impressive career studying women and moms will be invaluable," Alex Castellanos, a founding partner at Purple, said in a statement.
Steve McMahon said she brings a combination of "research skills and political insight" to their firm.
Omero, together with GOP pollsters from Public Opinion Strategies, initially conducted research on "Walmart moms" on behalf of the retailer in 2010. They defined the slice of the electorate as women voters who shop at Walmart at least once a month and have children under 18 living at home. They tend to be white women with moderate views between the ages of 18-44. Acquiring Omero's firm could help Purple Strategies further tap into the lucrative consumer survey market. "Active Moms are central influencers as both voters and consumers, and her experience will help us expand our offerings across the consumer and public affairs space," stated Doug Usher, the managing partner at Purple Insights.
Prior to joining Purple, Omero’s firm advised corporate brands, Democratic candidates and progressive causes, including EMILY's List and Mayors Against Illegal Guns. “I've known many of the partners at Purple for years, and I'm really excited to be working with them again, along with the rest of the growing team,” Omero said in a statement. “I’m looking forward to using campaign-style research to help corporations and non-profits understand key audiences, while still continuing to help bring women's voices into the political dialogue.”