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NORC: The Invisible Data Empire
How a 2,730-person research org quietly powers decisions at the highest levels
While Silicon Valley chases growth at all costs, NORC at the University of Chicago built a $297M revenue machine by doing the opposite: being relentlessly objective and boringly reliable. In an era of fake news and AI hallucinations, their 'boring' is their superpower.
"Trust is the only currency that matters when you're measuring society."
The General Social Survey Moat
NORC's dominance isn't built on flashy products—it's built on the General Social Survey (GSS). With 26,670 monthly searches for 'gss' alone, they own the primary dataset tracking American social behavior since 1972. That's a 50-year data moat no startup can replicate. Their 'GSS Data Explorer' drives 810 monthly searches, showing they're successfully digitizing legacy assets.
The Invisible Infrastructure
With 172,430 monthly visits and nearly equal split between direct (47%) and organic (43%) traffic, NORC operates like a public utility. Decision-makers bookmark them, researchers cite them, and the media quotes them. The 76.4% traffic concentration in 'undefined' (likely US domestic) suggests they're not chasing global eyeballs—they're deepening trust where it matters most.
- President & CEO Dan Gaylin leads a 2,700+ person operation with deep academic ties
- SVP Trevor Tompson runs public affairs—critical for maintaining nonpartisan credibility
- Their tech stack (Tailwind, Bootstrap, Mailchimp) is pragmatic, not trendy—prioritizing function over flash
For founders and investors, NORC is a masterclass in category design. They didn't just conduct research—they became the trusted measurement layer for American society. Their 43% organic search traffic proves that when you own the primary dataset, you don't need to buy attention. The 'amplify aapi' keyword (510 monthly searches) shows they're expanding into modern demographic tracking while maintaining their core mission.
The Anti-Startup Success Story
NORC proves that in data and research, trust compounds faster than growth. They're not building for an exit—they're building for centuries.
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NORC at the University of Chicago | Research You Can Trust
NORC at the University of Chicago is an objective, nonpartisan research organization that delivers insights and analysis decision-makers trust.
NORC at the University of Chicago
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About norc.org
NORC at the University of Chicago is an objective, nonpartisan research organization that delivers insights and analysis decision-makers trust.
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norc.org uses 8 technologies across their website including HSTS, jsDelivr, Osano, and more.
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norc.org receives approximately 172.4K monthly visitors and ranks #179,792 globally. The website has a bounce rate of 37% with visitors viewing an average of 4.9 pages per visit. Users spend an average of 2:38 on the site.
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