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

Image analysis – a case study

Panel/studio interviews and online questionnaire as a mixed-channel approach – reaching target groups on all channels


Panel/studio interviews and online questionnaire as a mixed-channel approach – reaching target groups on all channels



A building materials manufacturer wanted to analyse its brand image from the perspective of (semi-) professional tradesmen and DIY enthusiasts while simultaneously working out which touchpoints were most useful for drawing attention to its brand.


Image analysis method

A combined approach comprising panel/studio interviews and an online questionnaire (suitable for a range of devices including smartphones, tablets, laptops/PCs) gave the manufacturer the desired insights into its various target groups.



The results confirmed that a good mix of channels is relevant given that the client’s various target groups have different buying habits. In addition, the results supported the theory that each individual touchpoint makes a significant contribution to shaping opinion and the brand’s image. The more information users/operators need to make the right (purchase) decision and the more confident they need to be about their decisions, the more this is the case.


Click here if you would like to find out more about our methods or our brand positioning work in particular.


Are you also wondering how you can better reach your clients? 
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