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

Market research for product innovations – a case study

Qualitative and quantitative market research cleverly combined



During the launch of a new luxury food product, a company wanted to test the impression created by various design options, identify which options were the most promising and gain an understanding of the impact created by different design features.


Design test method 

A two-stage study was set up with the objective of gaining quantitative facts (via a studio test) and of supplementing these findings with qualitative insights (via focus groups). 



The winning design was confirmed by means of both quantitative and qualitative results. The agile project schedule enabled in-depth insights to be gained into the winning design, for example by examining additional test stimuli in the focus groups. The qualitative “mix & match” yielded some final tips for fine tuning the design. 


The client could take findings concerning the tonality of the design, the attractiveness of various design elements and the importance of information on the new product’s packaging as a basis for developing the communications accompanying the product launch.


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


Do you wish to investigate a similar matter? 
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