# Peak Insights

> Peak Insights is a privately held public-opinion research and strategy firm headquartered in Missoula, Montana. Founded as Moore Information, the firm combines polling, focus groups, message and advertising tests, in-depth interviews, text and online surveys, voter contact, and turnout modeling for political campaigns, corporations, associations, hospitals, universities, and nonprofits. Its distinctive product is not a poll by itself but a decision system: identify the persuadable audience, learn which frame and messenger can reach it, then track whether opinion actually moves.

- **Founded:** 1981
- **Headquarters:** Missoula, United States
- **Founders:** Bob Moore (Founder of predecessor firm Moore Information)
- **Products:** Customized survey research, Focus groups and qualitative research, Advertising and message testing, Turnout modeling, Voter contact
- **Notable:** Helped the No on Washington I-1631 campaign move from an initial survey showing majority support for the measure to a 2018 defeat after focus groups, message refinement, ad testing and nightly tracking., Provided research for the campaign against Montana Initiative 185, which was defeated 53%-47% in 2018., Supported Steve Daines' 2020 Montana Senate campaign, which won by 10 points in a race widely treated as competitive.

## Products & services

- **Customized survey research** — Online, text-to-online, live telephone and interactive voice response surveys designed around a client's target audience and decision.
- **Focus groups and qualitative research** — In-person and online focus groups, QualBoards, and in-depth interviews with stakeholders and opinion leaders.
- **Advertising and message testing** — Tests clarity, recall, credibility, emotional response, framing and messenger fit before clients commit larger communication budgets.
- **Turnout modeling** — Combines survey data, voter files, registration records, consumer behavior, and commercial, demographic and geographic data to identify likely and persuadable voters.
- **Voter contact** — Plans and executes patch-through communications, persuasion, get-out-the-vote, voter-identification calls and texts, microtargeting, and data integration.
- **Reputation and community-perception tracking** — Longitudinal studies that establish perception baselines, compare markets and monitor trust, image and issue priorities over time.

## Achievements

- Helped the No on Washington I-1631 campaign move from an initial survey showing majority support for the measure to a 2018 defeat after focus groups, message refinement, ad testing and nightly tracking.
- Provided research for the campaign against Montana Initiative 185, which was defeated 53%-47% in 2018.
- Supported Steve Daines' 2020 Montana Senate campaign, which won by 10 points in a race widely treated as competitive.
- Supported Tommy Tuberville's 2020 Alabama Republican Senate runoff campaign; Tuberville won 61%-39% and carried 64 of 67 counties.
- Has tracked community perceptions around Intel manufacturing locations since 2004.
- Expanded and rebranded from Moore Information Group to Peak Insights in 2024, adding voter contact, voter identification and modeling capabilities.
- Conducted international research spanning North America, Asia and Europe for a cold-weather outerwear market assessment.

## Latest updates

- **2026-08** — Published polling in the 2026 Montana and Idaho Senate contests, extending the firm's current-cycle public polling footprint.
- **2026-04** — Conducted a national NRSC survey of likely 2026 general-election voters focused on swing voters, low-propensity Trump voters and cost-of-living concerns.
- **2024-11** — Erik Iverson discussed public opinion research and lessons from more than two decades in the field on Voices of Montana.
- **2024-04** — Moore Information Group rebranded as Peak Insights, expanded its team and added voter-contact, voter-identification and modeling services.

## Links

- Website: https://peakinsights.com
- LinkedIn: https://www.linkedin.com/company/peak-insights-opinion-research
- Facebook: https://facebook.com/MooreInformation

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Profile page: https://yespress.io/peak-insights
Published by YesPress — https://yespress.io
Last updated: 2026-09-22