What Opinium does

Opinium is an independent, Certified B Corporation strategic insight agency founded in 2007 and headquartered in London, with additional offices in New York, Amsterdam, and Cape Town. The firm operates as a professional-services research agency delivering commissioned quantitative and qualitative studies for enterprise clients across financial services (Barclays, PwC, EY), consumer goods (Unilever, Heinz), technology (Meta, Samsung), media (BBC), retail (Gap), and the nonprofit sector (UNICEF, World Economic Forum). Its service portfolio is structured around five interconnected lines: Thought Leadership research for public release and media coverage, Brand and Communications insight, Stakeholder Understanding across customers and employees, Product and Service Development research, and a rapid-turnaround US Consumer Omnibus product, supplemented by a dedicated Political Polling sub-brand.

Name

Opinium

Legal name

Opinium

Website

https://opinium.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Opinium is an award-winning, B Corp-certified strategic insight agency that designs and runs commissioned quantitative and qualitative research for global enterprises across financial services, consumer goods, technology, media, and nonprofits, operating from London, New York, Amsterdam, and Cape Town.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Research Services: Opinium generates revenue by conducting commissioned research and polling for media organizations, corporations, charities, and government entities. They conduct surveys on behalf of clients and publish findings for media coverage or internal client use.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Opinium is a strategic insight and market research agency that conducts commissioned quantitative and qualitative research, polling, and consumer surveys for corporations, financial institutions, media organizations, charities, and government clients. It delivers research-based insights across brand, communications, stakeholder, product development, and political polling engagements, publishing findings for media coverage or for internal client strategic decision-making.

Product overview

Opinium is an award-winning strategic insight agency operating as a unified service portfolio rather than a software platform. The company offers five interconnected service lines: Thought Leadership (research for public release), Brand and Communications, Stakeholder Understanding, Product and Service Development, and US Consumer Omnibus (rapid survey service). Additionally, they provide specialized Political Polling services. Opinium conducts custom research studies for clients across various sectors and also publishes proprietary research for media coverage, positioning itself as a full-service research consultancy rather than a product-based technology company.

Differentiator

Problem solved

Functional benefit

Brands

• Opinium Political Polling: Political polling division of Opinium providing election research and voter sentiment analysis.
• US Consumer Omnibus

Products and services

• Thought Leadership
• Brand and Communications
• Stakeholder Understanding
• Product and Service Development
• US Consumer Omnibus
• Political Polling

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• BarclayscoreStrategic or Co-development Partner · 27 May 2026Barclays released its Q1 2026 Business Prosperity Index using Opinium research data from around 900,000 UK businesses to assess business confidence, AI adoption, and investment plans.
• WSFS BankminorStrategic or Co-development Partner · 19 May 2026Opinium conducted a survey for WSFS Bank on Mid-Atlantic small businesses, surveying 505 businesses about their performance expectations, growth confidence, and AI adoption amid economic uncertainty.
• Royal British Veterans EnterpriseminorStrategic or Co-development Partner · 5 May 2026Opinium conducted a poll for the Royal British Veterans Enterprise to gauge Gen Z awareness of VE Day and military history commemorations, surveying 2,052 UK adults.
• KPMGcoreStrategic or Co-development Partner · 21 April 2026KPMG commissioned Opinium to conduct a survey among over 150 senior UK financial services professionals regarding London's IPO revival prospects for 2026. Research was conducted between February 23 and March 4, 2026.
• Institute for Driverless TransportminorStrategic or Co-development Partner · 13 April 2026The newly launched Institute for Driverless Transport commissioned Opinium to conduct a survey of 2,050 British adults on attitudes toward autonomous vehicles.
• Be Clever With Your CashminorStrategic or Co-development Partner · 5 April 2026Personal finance website Be Clever With Your Cash commissioned Opinium to survey 2,000 UK holidaymakers about cash payment experiences abroad.
• Bitpanda UKminorStrategic or Co-development Partner · 15 February 2026Bitpanda UK released research conducted by Opinium surveying 4,000 UK adults about cryptocurrency trust and AI usage for crypto investments.
• LiliumcoreStrategic or Co-development Partner · 17 December 2025Lilium unveiled survey results from Opinium showing consumer attitudes toward electric aviation and eVTOL aircraft, conducted among 4,000 adults across US, UK, France, and Germany in July 2024.
• AJ BellcoreStrategic or Co-development Partner · 3 December 2025Investment platform AJ Bell partnered with Opinium to conduct a survey on 'secret spending' among British adults in relationships, revealing spending patterns and gender differences.
• Hargreaves LansdowncoreStrategic or Co-development Partner · 27 October 2025Hargreaves Lansdown commissioned Opinium to conduct a study on UK budget tax fears and potential implications for individual investors.
• SJP (St James's Place)coreStrategic or Co-development Partner · 27 February 2025SJP commissioned Opinium for the 2025 Financial Health Report, conducting research on UK adults' financial resilience and security concerns.
• SJP (St James's Place)coreStrategic or Co-development Partner · 19 December 2024SJP commissioned Opinium to survey nearly 12,000 UK adults for its Real Life Advice Report, one of the largest consumer experience surveys in financial services, examining the impact of financial advice.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• YouGov: Publicly listed UK-based research and polling firm with a global panel. Operates an almost identical model combining political polling, brand tracking, and syndicated consumer research for enterprise and media clients.
• Savanta: UK-headquartered market research agency offering brand, communications, and stakeholder research for enterprise clients. Closely comparable in service mix, client profile, and B2B research-agency positioning.
• Morning Consult: US-based research and polling firm combining political polling with enterprise brand and consumer intelligence. Comparable hybrid commercial-research-plus-public-polling model with global enterprise clients.
• Mintel: Global market research firm providing consumer intelligence, product research, and brand insights. Highly comparable in serving consumer-goods and financial-services clients with insight-led research offerings.
• Harris Insights & Analytics: US-based polling and market research firm (The Harris Poll) operating across political, brand, and consumer research. Comparable model of monetizing polling brand equity alongside enterprise research.
• Toluna: Digital consumer research company operating a global panel for ad-hoc and omnibus research. Directly comparable rapid-turnaround survey and consumer-insight offerings, including omnibus products.
• Maru Group: Global research and insights firm offering custom research, panels, and advisory services across multiple verticals. Comparable mid-size professional services research model serving enterprise clients worldwide.

Broad incumbents

• Ipsos: One of the world's largest market research firms, operating across all of Opinium's service lines (brand, communications, stakeholder, product, political) but at vastly greater scale and global footprint.
• Kantar: Global research and insights giant covering brand, consumer, and media research. Competes for the same enterprise brand-tracking and consumer-insight budgets but with significantly larger panel and analytic infrastructure.
• NielsenIQ: Global consumer intelligence firm combining syndicated panel data with custom research. Overlaps with Opinium on consumer insights and product development research for CPG and retail clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/OpiniumResearch
• LinkedInlinkedin.com/company/opinium
• Instagraminstagram.com/opinium_life

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Opinium