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

Profile

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
Email: info@opinion.de

Expertise

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.

Product

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

More information

Communication

Winning brand and communication strategies

More information

Retail

Create great customer experiences

More information

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

About OPINION

Facts & figures

Deeper insights through interviews and video recordings

Background to the packaging test

At the end of 2016, a leading baby food manufacturer developed new infant formula packaging with various design elements. Before launching the new packaging, the company wanted to test how consumers used it in as realistic a setting as possible. To this end, a quantitative handling test was conducted with mothers of babies aged 0 to 24 months.

Method

The chosen test method was an in-home interview followed by a one-week period of using the product at home. The interviewer gave each participant a pack of infant formula.

In order to gain the most precise and genuine picture possible of how the participants handled the new packaging, which parts of the packaging they used and how, and which parts they liked and found useful, the interviewer used a smartphone camera to film their initial encounter with the packaging. The rest of the interview was also conducted by smartphone.

Results

The videos enabled shortcomings in the packaging to be identified that, in some cases, the participants did not raise themselves or did not perceive as problematic. The videos also shed light on which parts of the packaging consumers need and use as well as on whether consumers find completely different ways of using the packaging during their day-to-day lives with their baby/toddler, e.g. when they need to act quickly.

The combination of the videos and survey data meant that the study provided a realistic picture of how relevant the various parts of the packaging really are. It also gave very helpful pointers in terms of what to take into account when developing new packaging.

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