Opinium Research
{{Short description|Market research and insight agency}}
{{Use dmy dates|date=April 2022}}
{{third-party|date=October 2018}}
{{Infobox company
| name = Opinium
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| foundation = 2007
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| location = London and New York
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| 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)
| industry = Market Research
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| services = Brand & Communications Research
Product & Service Development Research
Stakeholder Research
Thought Leadership Research
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| num_employees = 103
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| homepage = {{URL|opinium.com}}
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Opinium is a market research and insight agency established on 7 September 2007. It is headquartered in New York{{Cite web|title=Opinium opens New York office {{!}} News|url=http://www.research-live.com/article/news/opinium-opens-new-york-office/id/5065942|access-date=2020-10-15|website=Research Live|language=en}} and London.{{Cite web|title=opinium officecaddress - Google Search|url=https://www.google.com/search?q=opinium+officecaddress&rlz=1CDGOYI_enGB590GB590&oq=opinium+officecaddress&aqs=chrome..69i57.8947j0j4&hl=en-GB&sourceid=chrome-mobile&ie=UTF-8#trex=m_t:lcl_akp,rc_f:nav,rc_ludocids:15438768919418044650,rc_q:Opinium,ru_q:Opinium,trex_id:OR8OFc|access-date=2020-10-15|website=www.google.com}} Its chief executive is James Endersby.{{Cite web|title=Daily Research News Online no. 11041 - Opinium Appoints New MD|url=https://www.mrweb.com/drno/news11041.htm|access-date=2020-10-15|website=www.mrweb.com}} The agency works across five practice areas: Brand & Communications, Product & Service Development, Stakeholder Research, and Thought Leadership.{{Cite web|title=What we do|url=https://www.opinium.com/what-we-do/|access-date=2020-10-15|website=Opinium|language=en-GB}} 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.{{Cite web|title=Case Studies Archive|url=https://www.opinium.com/case-study/|access-date=2020-10-15|website=Opinium|language=en-GB}}
The agency also works in the political space and conducts political polls on behalf of The Guardian US{{Cite news|last=office|first=GNM press|date=2020-07-08|title=Nine in ten Americans agree that racism and police violence are a problem according to new poll by Opinium and Guardian US|language=en-GB|work=The Guardian|url=https://www.theguardian.com/guardian-us-press-office/2020/jul/08/nine-in-ten-americans-agree-that-racism-and-police-violence-are-a-problem-according-to-new-poll-by-opinium-and-guardian-us|access-date=2020-10-15|issn=0261-3077}} in the United States and The Observer, and The Guardian{{'}}s Sunday edition in the United Kingdom.{{cite news|url=https://www.theguardian.com/politics/series/observer-opinium-politics-polls?INTCMP=SRCH |title=Observer/Opinium Polls |publisher=BBC News |date=2009-07-10 |access-date=2010-09-16}} Opinium's most recent success in political polling came at the 2019 UK General Election where they were the most accurate agency,{{Cite news|date=2019-12-14|title=Election results 2019: Opinion poll accuracy holds up|language=en-GB|work=BBC News|url=https://www.bbc.co.uk/news/election-2019-50777965|access-date=2020-10-15}} calling the actual results. In the 2016 EU Referendum, Opinium were the only agency to predict the eventual outcome with the smallest error.{{cite news|url=http://www.britishpollingcouncil.org/performance-of-the-polls-in-the-eu-referendum/|title=Performance of the polls in the EU referendum}} 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{{Cite web|title=Best Place to Work Awards|url=https://www.womeninresearch.org/best-place-to-work-awards|access-date=2020-10-15|website=www.womeninresearch.org}} and The Drum Agency Business Awards Great Place to Work 2018 and 2019.{{Cite web|date=2019-06-25|title=Agency Business Awards 2019|url=https://www.agencybusinessawards.com/the-drum-agency-business-awards/agency-business-awards-2019|access-date=2020-10-15|website=The Drum Awards|language=en}}{{Cite web|last=katy.thomson_1012|date=2018-02-20|title=Agency Business Awards 2018|url=https://www.agencybusinessawards.com/drum-network-awards/the-drum-agency-business-awards-2018|access-date=2020-10-15|website=The Drum Awards|language=en}} They have also won the UK Market Research Society Best Place to Work Award a record three times.{{Cite web|title=Research Live Awards {{!}} Market Research Society|url=http://www.mrs.org.uk/awards/resmag-awards|access-date=2020-10-15|website=Market Research Society|language=en}} Opinium are also ranked the 9th{{Cite web|title=UK's Best Workplaces: Small Category - Great Place to Work® UK - Building and recognising successful workplaces|url=http://www.greatplacetowork.co.uk/best-workplaces/best-workplaces-in-the-uk-small-category|access-date=2018-10-25|website=www.greatplacetowork.co.uk|language=en-gb}} Best Place to Work in the UK (SME), and ranked 2nd for the Best Workplace for Women.{{Cite web|title=UK's Best Workplaces for Women: Small Category - Great Place to Work® UK - Building and recognising successful workplaces|url=http://www.greatplacetowork.co.uk/best-workplaces/best-workplaces-in-the-uk-for-women-small-category|access-date=2018-10-25|website=www.greatplacetowork.co.uk|language=en-gb}}
Opinium is a member of the Market Research Society (MRS),{{Cite news|url=https://www.mrs.org.uk/company_partner/company_partner_members/full_a-z_listing|title=Register of MRS Company Partners – Full A-Z Listing {{!}} Market Research Society {{!}} Market Research Society|work=Market Research Society|access-date=2018-10-25|language=en}} The Insights Association of America and the British Polling Council (BPC).{{cite web |url=http://www.britishpollingcouncil.org/officers-members/ |title=Officers / Members |publisher=The British Polling Council |access-date=2017-11-18}}
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.{{cite web|url=http://news.opinium.co.uk/survey-results/voting-intention |title=Election Polling Centre |publisher=opinium |access-date=2013-01-14}}
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:{{cite web |url=https://www.opinium.com/resource-center/uk-voting-intention-27th-january-2022-2/ |title=UK: Voting intention and methodology update – 11th February 2022 |website=Opinium |date=12 February 2022 |access-date=13 February 2022 |archive-date=12 February 2022 |archive-url=https://web.archive.org/web/20220212225206/https://www.opinium.com/resource-center/uk-voting-intention-27th-january-2022-2/}}
- 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
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External links
- [https://www.opinium.com Official website]
- [https://www.opinium.com/political-polling/ Political polling]
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Category:Market research companies of the United Kingdom