Opinium Research

Opinium is a market research and insight agency established on 7 September 2007. It is headquartered in New York[1] and London.[2] Its Chief Executive is James Endersby.[3] The agency works across five practice areas: Brand & Communications, Product & Service Development, Stakeholder Research, and Thought Leadership.[4] It is chiefly known for its full service market research and insight consultancy for clients ranging from Vodafone, Unilever, Santander, MetLife, Dawn Foods, Direct Line Insurance, Itsu, Next, Amnesty International, to the London School of Economics and Canderel.[5]

Opinium
IndustryMarket Research
Founded2007
HeadquartersLondon and New York
Key people
James Endersby (CEO & President), Mark Petrone (VP Research, US), Emily Dickinson (Director), Wez Eathorne (Director), Alexa Nightingale (Director), Steve Looney (Director), Kate Jalie (Director), Rhys Jones (Director)
ServicesBrand & Communications Research

Product & Service Development Research Stakeholder Research

Thought Leadership Research
Number of employees
103
Websiteopinium.com

The agency also works in the political space and conducts political polls on behalf of The Guardian US[6] in the United States and The Observer, and The Guardian's Sunday edition in the United Kingdom.[7] Opinium's most recent success in political polling came at the 2019 UK General Election where they were the most accurate agency,[8] calling the actual results. In the 2016 EU Referendum, Opinium were the only agency to predict the eventual outcome with the smallest error.[9] As well as political surveys, Opinium also explore topical social and political issues. Opinium has also been celebrated for being a great place to work for employees and currently hold three best place to work awards, including the Women in Research Best Place to Work Globally 2019[10] and The Drum Agency Business Awards Great Place to Work 2018 and 2019.[11][12] They have also won the UK Market Research Society Best Place to Work Award a record three times.[13] Opinium are also ranked the 9th[14] Best Place to Work in the UK (SME), and ranked 2nd for the Best Workplace for Women.[15]

Opinium is a member of the Market Research Society (MRS),[16] The Insights Association of America and the British Polling Council (BPC).[17]

Political poll archive

The company has freely available political voting intention polls on their website along with results from regular surveys conducted on current and topical events.[18]

In February 2022, Opinium altered their weighting methodology. Most significantly turnout weighting changes will reduce the effect of Conservative voters who have recently moved to undecided. The effect of these changes was to reduce the Labour lead stated from about 10% to 3%. The four main changes were:[19]

  • voting intention has usually been over-stated by online survey respondents, and unequally across demographic groups, so only respondents who give a voting intention will be used and weighting as in recent general elections only applied to that group rather than jointly with non-voters;
  • the number of people who have low and mid levels of attention to politics has usually been under-represented in online surveys, so sampling was improved to include an appropriate number of people who have low and mid levels of attention to politics;
  • weighting on ethnicity was introduced;
  • previous weighting was correct overall on education profile and age profile, but for older people graduates were significantly over-represented, so cross weighting between age, gender, and education qualifications was introduced.

See also

References
  1. "Opinium opens New York office | News". Research Live. Retrieved 15 October 2020.
  2. "opinium officecaddress - Google Search". www.google.com. Retrieved 15 October 2020.
  3. "Daily Research News Online no. 11041 - Opinium Appoints New MD". www.mrweb.com. Retrieved 15 October 2020.
  4. "What we do". Opinium. Retrieved 15 October 2020.
  5. "Case Studies Archive". Opinium. Retrieved 15 October 2020.
  6. office, GNM press (8 July 2020). "Nine in ten Americans agree that racism and police violence are a problem according to new poll by Opinium and Guardian US". The Guardian. ISSN 0261-3077. Retrieved 15 October 2020.
  7. "Observer/Opinium Polls". BBC News. 10 July 2009. Retrieved 16 September 2010.
  8. "Election results 2019: Opinion poll accuracy holds up". BBC News. 14 December 2019. Retrieved 15 October 2020.
  9. "Performance of the polls in the EU referendum".
  10. "Best Place to Work Awards". www.womeninresearch.org. Retrieved 15 October 2020.
  11. "Agency Business Awards 2019". The Drum Awards. 25 June 2019. Retrieved 15 October 2020.
  12. katy.thomson_1012 (20 February 2018). "Agency Business Awards 2018". The Drum Awards. Retrieved 15 October 2020.
  13. "Research Live Awards | Market Research Society". Market Research Society. Retrieved 15 October 2020.
  14. "UK's Best Workplaces: Small Category - Great Place to Work® UK - Building and recognising successful workplaces". www.greatplacetowork.co.uk. Retrieved 25 October 2018.
  15. "UK's Best Workplaces for Women: Small Category - Great Place to Work® UK - Building and recognising successful workplaces". www.greatplacetowork.co.uk. Retrieved 25 October 2018.
  16. "Register of MRS Company Partners – Full A-Z Listing | Market Research Society | Market Research Society". Market Research Society. Retrieved 25 October 2018.
  17. "Officers / Members". The British Polling Council. Retrieved 18 November 2017.
  18. "Election Polling Centre". opinium. Retrieved 14 January 2013.
  19. "UK: Voting intention and methodology update – 11th February 2022". Opinium. 12 February 2022. Archived from the original on 12 February 2022. Retrieved 13 February 2022.
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