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

OPINION’s mobile-optimised online questionnaires

From iPhone and Samsung to HTC, the use of smartphones and tablets is on the rise worldwide and mobile devices are playing an ever greater role in online questionnaires as a result.

From iPhone and Samsung to HTC, the use of smartphones and tablets is on the rise worldwide and mobile devices are playing an ever greater role in online questionnaires as a result.

A representative study conducted by OPINION in 27 countries, with 500 respondents being questioned in each, found that 70% of US respondents used their smartphone to access the questionnaire. In Germany and the UK, this figure stood at almost 50%. 

Although the majority of people in Asia and South America used their desktop PC or laptop to respond, mobile devices were still employed widely here as well. For example, in Thailand and Malaysia, around a third of respondents completed the questionnaire on their smartphone or tablet. 

These findings highlight the importance of always taking the popularity of mobile devices into account when designing online questionnaires. After all, response rates rise when participants are addressed via their preferred means of communication. 

This is why OPINION also offers mobile-optimised questionnaires. Before the field work begins, we check whether it is feasible for the survey to also be conducted on a smaller screen (i.e. a smartphone and/or tablet). If this is the case, the screen size is automatically adapted to the end device used by each participant. 



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