Life is boring!
That’s a matter of opinion. We can check how relevant it is. Our methods
Everyone has a sweet tooth.
That’s a matter of opinion. We’ll get to the bottom of things! Our methods
Nuremberg is the most beautiful city in the world.
That’s a matter of opinion. We can help you understand motivators and barriers. Our methods
As long as it is convenient!
That’s a matter of opinion. We provide insight into consumer behaviour. OUR METHODS

There’s a person behind each and every piece of market research data.

Located in the German city of Nuremberg, OPINION is a leading market research institute for ad hoc and tracking studies. OPINION is part of the INTEGRAL-SINUS-OPINION Group.

For more than 25 years, we have been helping our clients to understand what motivates their customers around the world. Our long-standing experience makes us true experts in consumer behaviour. We get to the heart of complex matters by taking the right methodological approaches, providing easy-to-digest reports and clever insights. Individual, innovative and inspirational.

And what motivates your customers? We’ll help you find out.

Don’t hesitate to get in touch – we look forward to hearing from you.

Phone: +49.911.393 64 0


Everyone dances to a different tune

We use a wide range of innovative and proven quantitative and qualitative market research methods to analyse what makes your consumers tick and how they reach decisions.


Successful product development all the way up to the launch or relaunch

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Winning brand and communication strategies

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Create great customer experiences

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International market research studies

International market research studies

As a member of the Research Alliance, a global network of independent institutes, we connect international and local research.

To our stories
Looking behind the numbers


Facts & figures
About our work

Effective communication with compelling messages driving purchases at the POS

Claim Testing with the OPINION Claim Selector

Background/ The clients‘ questions

Shelves are crowed, all brands and products send numerous messages. However, which of them reach the consumers? Which of them propel the products into the shopping cart?

Claims have only seconds to compel consumers and to make them pick the products out of the vast array of competitor offers. Thus, for manufacturers of consumer goods it is essential to understand which messages are able to drive purchases.

“What is the most important thing to say about our product to get consumers to buy it?” is the key question that our clients ask us when it comes to claims testing.


Method/ Our Approach

So we developed an effective methodological approach to identify the message that has the highest potential to prompt the action of purchase at the POS and to unveil the reasons for the claims’ performance.

We measure the ability of each message to drive purchase intention.

Using the MaxDiff methodology we provide a ranking across large sets of claims and create more granularities.

The reasons for success or failure of the claims are explored qualitatively: Open-ends and implicit methods uncover what consumers take out of the claims. Segmentation-analysis reveals different consumer clusters and might indicate the necessity of differentiated communication strategies.



The output of our claim studies delivers clear insights which messages work effectively, with whom they resonate and why.

Qualitative feedback gives clear directions how to fine-tune the product and brand messages further for a target-group specific communication.

In the end we identify the claim(s) with the highest persuasiveness to convince the target group(s) to buy the products.


Are you interested in conducting a similar claim testing project? 
Contact us today. We would be happy to help!

Phone: +49.911.393 64 0


Cosmetics & personal care
Chemical industry
Pharma products (OTC)
Household products & cleaning agents
Durable goods
Terminology and useful information

iHUT, moment of truth und brand tracking?

Market research has its very own unique set of vocabulary. We explain the nuts and bolts of our methods and show you what’s relevant. 

Market research terminology