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
Über unsere Arbeit

Benchmarking for a beverage company – a case study

Use benchmarking to ensure product quality and identify long-term trends!

Background to the benchmarking 

A market leader in the drinks industry wants to monitor its product quality on an ongoing basis, make comparisons with the competition and identify long-term trends.


The client’s products are tested in studio tests conducted in various Nielsen regions and are compared with the strongest regional competitors. Several waves of testing take place every year and the results are collected in a database to allow for long-term benchmarking. 

Besides a representative sample of the population being surveyed in each region, the analysis focuses on actual users of the brand. By including this important target group, the client can be quickly alerted to any fundamental changes in product quality. 


Over time, the benchmarking enables long-term trends to be identified in terms of the position of the products on the market and the extent to which they stand out from the competition. The study also allows regional preferences in taste to be detected.


Click here if you would like to find out more about our methods or our product tracking in particular.


Are you interested in conducting a similar product tracking 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