Opinium is a market research and insight agency established on 7 September 2007. It is headquartered in New York and London. Its Chief Executive is James Endersby. The agency works across five practice areas: Brand & Communications, Product & Service Development, Stakeholder Research, and Thought Leadership. It is chiefly known for its full service market research and insight consultancy for clients ranging from
Vodafone
Vodafone Group Public limited company, plc () is a British Multinational corporation, multinational Telephone company, telecommunications company. Its registered office and Headquarters, global headquarters are in Newbury, Berkshire, England. It ...
,
Unilever
Unilever plc is a British multinational consumer goods company with headquarters in London, England. Unilever products include food, condiments, bottled water, baby food, soft drink, ice cream, instant coffee, cleaning agents, energy drink, t ...
, Santander, MetLife, Dawn Foods, Direct Line Insurance,
Itsu, Next, Amnesty International, to the London School of Economics and Canderel.
The agency also works in the political space and conducts political polls on behalf of ''
The Guardian US
''Guardian US'' is the Manhattan-based American online presence of the British print newspaper ''The Guardian''. It launched in September 2011, led by editor-in-chief Janine Gibson, and followed the earlier ''Guardian America'' service, which was ...
'' in the United States and ''
The Observer
''The Observer'' is a British newspaper published on Sundays. It is a sister paper to ''The Guardian'' and ''The Guardian Weekly'', whose parent company Guardian Media Group Limited acquired it in 1993. First published in 1791, it is the w ...
'', and ''
The Guardian
''The Guardian'' is a British daily newspaper. It was founded in 1821 as ''The Manchester Guardian'', and changed its name in 1959. Along with its sister papers ''The Observer'' and ''The Guardian Weekly'', ''The Guardian'' is part of the Gu ...
''s Sunday edition in the United Kingdom. Opinium's most recent success in political polling came at the 2019 UK General Election where they were the most accurate agency, calling the actual results. In the 2016 EU Referendum, Opinium were the only agency to predict the eventual outcome with the smallest error. 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 and The Drum Agency Business Awards Great Place to Work 2018 and 2019. They have also won the UK Market Research Society Best Place to Work Award a record three times. Opinium are also ranked the 9th Best Place to Work in the UK (SME), and ranked 2nd for the Best Workplace for Women.
Opinium is a member of the Market Research Society (MRS), The Insights Association of America and the
British Polling Council (BPC).
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.
In February 2022,
Opinium
Opinium is a market research and insight agency established on 7 September 2007. It is headquartered in New York and London. Its Chief Executive is James Endersby. The agency works across five practice areas: Brand & Communications, Product & Se ...
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:
*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
*
Marketing research
References
External links
Official websitePolitical polling
{{DEFAULTSORT:Opinium
Market research companies of the United Kingdom
British companies established in 2007
Opinion polling in the United Kingdom