Home - The Opinion Company

We bring brands and people together

by creating insights to help our clients design better products, deploy more successful campaigns and deliver more satisfying services

We create holistic insight

by listening to what people say in on-line communities, social media and traditional research channels

We reach all consumers

by using responsive technologies which engage people wherever they are, at any time and at any location

We offer a unique working partnership

by understanding client challenges, sharing leading expertise and delivering what they need

Product Development

Product success depends on meeting customer needs, desires and expectations. We work with ideas, concepts and prototypes to find the most compelling. If they don't excite we find out why and how to make them better.

Communication Testing

Communications must be impactful, differentiate and be cost-effective. We assess whether your creative and channels are right for the audience. Do they understand, are they engaged and ultimately are they persuaded to buy.

Service Enhancement

Service enhancement is about making services relevant, useful, desirable and affordable. We collect feedback to identify service issues and provide fresh ideas. Moreover we establish the key drivers of satisfaction and loyalty.

Strategy Optimisation

An effective strategy should identify your current position, define your goals and plot a clear path to your destination. We measure consumer reactions to your strategic plans to identify pitfalls, minimise risk and improve outcomes.

Our insight toolkit

Social Media

Done the right way Social Media listening can be a powerful intelligence tool. The big challenge is to get beyond monitoring ‘WHAT’ is being said to understanding ‘WHY’ it is being said, to knowing 'WHO' is talking and to learning what their 'REAL' motives are. That’s why just listening and reporting alone are not enough. Instead, we use a suite of tools and our expertise to actively analyse social media in a way that makes true sense of conversations and their entire context. Our clients thus get the full picture of their customers and prospects - their likes and dislikes, their beliefs and attitudes, what motivates them, their preferences, expectations and experience.

Communities

Communities are hugely rich sources of consumer opinions and feedback. But only if they are recruited, managed and analysed correctly. Our proven approach is to create a new bespoke community for each client project and set of insight objectives. This ensures that we have fresh members each time who are genuinely interested and motivated to give truthful feedback. The benefits are many. It gives us the chance to ask complex questions, gain deeper insight and get immediate answers. It gives members a way to feed back the entire brand experience from initial awareness to satisfaction and advocacy. And, the longitudinal nature, means that we can observe the entire customer journey over time.

Quantitative Validation

Quantitative validation of insights is essential for confident decision-making. Whether consumer feedback comes from communities, social media or more traditional sources we use quantitative methods extensively to evaluate and validate insights. Such assessment guarantees that any knowledge for our clients is reliable and representative of the wider market. To get the best results we typically employ online survey methods and can recruit respondents from more than 15 UK panel partners (and 100 worldwide for international work). This extensive network of sources means that we always reach the right respondents at the right time to create the best insight for your business.

Mobile

The widespread adoption of smartphones and tablets means that it's now possible to collect consumer feedback directly at the point of the brand interaction - in a hotel, restaurant, shop, online and so forth. Thus giving rise to insight that is directly attributable to a specific event, relying on actual experience rather than a distant memory. Moreover, mobile devices empower consumers to respond where it is most convenient for them, not for the researcher. Successful, mobile research depends on three elements. We know how to design and manage mobile surveys. We use advanced platforms that work seamlessly across any device. We recruit the right people through our tried and tested sources.

Panels

Getting the right consumers to share feedback is fundamental to the quality of the insight. In order to deliver we work with a large number of panel partners and consumer databases in the UK and abroad to recruit the best people. The benefits of this multi-source approach are huge. Foremost, we can access consumers who are not typical survey respondents. As such, they provide much more meaningful and considered feedback. As for the others, we know which sources are best for certain types of projects. We know which sources are best for given groups of consumers. We know which sources to combine to give the widest market reach. Lastly, we know which are the most cost effective for any insight need.

Apps

The adoption of mobile devices has opened up collecting consumer feedback like never before, especially the ability to engage with individuals at the point of their brand experience. One approach is to use web hosted surveys which adapt responsively to the mobile device screen. However, a more recent approach is to create Apps loaded directly onto the device. This allows an even greater range of data to be collected including location and tracking of social media and websites used during the purchase journey. Our expertise of building these apps runs across Windows, iOS and Android. More importantly, we excel in recruiting, engaging and motivating the right individuals to take part.

Deliverables

The successful use of insight depends on clear, concise, intuitive, imaginative and engaging ways of embedding consumer feedback within an organisation. We have many tools for doing so, focussing on the specific needs of individual users and stakeholders. Consequently, before we embark on any study we always involve key stakeholders in the study design process to identify their particular needs and expectations. We then provide insight and recommendations against these objectives. Our range of tools range from facilitating workshops that allow for a deep exploration of findings within the context of burning business issues to online dashboards for clear reporting of key statistics and KPIs.

Social Media

Communities

Quantitative Validation

Mobile

Panels

Apps

Deliverables

Recent projects

In with the new

Replaced a paper-based customer exit survey with a mobile tablet programme using a customer experience feedback App. Twenty retail centres across Europe - 40,000 interviews per year. Immediate reporting of customer experience.

Holiday cash

Used an online community to explore motivations, behaviours and barriers to purchasing holiday currency from various suppliers. Critically important to the context was to apply a complex customer segmentation to member recruitment and analysis.

Mine's a coffee

A complex multi channel project of social media listening, community and traditional survey to identify the real reasons for the decline of the pub industry. The subsequent analysis has redefined the understanding of consumer behaviour in this market.

Gourmet days

An online community of high net-worth individuals in Kazakhstan. Moderated in Russian to review and optimise product categories and ranges in a luxury food outlet. Followed up by quant study to refine the optimum mix and create the ideal price strategy.

Would you like to hear more from The Opinion Company?

We'd be delighted to offer you our expertise of designing, managing and analysing consumer feedback and opinions

Our clients

What our clients say

By working with The Opinion Company we now get much quicker, deeper feedback from multiple view points from different customer types on a more timely basis. We understand more and deliver services more effectively.

Matthew Burke - McArthurGlen

You have been bang on in terms of collecting customer feedback in multiple channels. The output has been intuitively structured, comprehensive and very actionable. It's now driving our core strategy planning.

Alistair Rennie - First Rate

Your combination of using social media, online communities and traditional surveys has produced insight never available to us before. You got far beyond the obvious and the feedback has been a revelation.

Andy Shaw - CAMRA

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ABOUT

At The Opinion Company we use online communities, social media intelligence and traditional research methods to help our clients design better products, develop smarter communications and create more satisfying services

By conducting community, social media and survey research on mobile phones, tablets and computers we can reach consumers wherever they are, at any time and at any location.

We design and execute research programmes that fulfil key strategic objectives and deliver insight in ways that engage all stakeholders.

Please contact us to create leading-edge customer insights for your brand.