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

Capture authentic ethnographic insights for a deeper understanding of your consumers

Online community as add-on to classic product tests


A leading manufacturer of cosmetics has developed a new product that differs from marketed offerings concerning sensory features.

A study should shed light on how this new product is accepted by consumers; whether/how it is satisfying in daily use, and what potential for improvement can be identified. For this purpose, category users were interviewed in a home-use test with a mix of quantitative and qualitative methods.



The test persons used the product for a week at home in their usual environment. At the end of the test phase, they completed a quantitative questionnaire on their experience with the product. A part of the sample was also invited to an online community. The target was to get to know the persons behind the data and to better understand their opinions on the product.

We actively accompanied the community participants with regular tasks and were thus able to experience their product perception over time in authentic situations.

For example, to capture the spontaneous first impression of the participants - surprise or disappointment - the unpacking of the test product was filmed. The first use, advantages and disadvantages of further applications and the general acceptance / competitiveness were worked out with creative methods in order to create an added value compared to the quantitative part and its more rational answers, both with spontaneous reactions as well as reflected contributions and video feedback.



The quantitative results were dominated by one (rather negatively perceived) theme, thus providing less information on other topics. The online community enabled us to tackle this issue and uncover deep insights and potential for improvement that could have been mere hypotheses without the ethnographic insights.

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