What Opinion Matters does

Opinion Matters is a London-headquartered market research agency founded in 2000, operating as a wholly-owned subsidiary of Censuswide. It delivers bespoke quantitative and qualitative research services to enterprise clients, PR agencies, and consumer brands, with methodologies spanning online and paper surveys, mobile and face-to-face interviews, CATI (computer-assisted telephone interviewing), focus groups, and bespoke online research communities. Its core proprietary asset is the Tickbox.net panel, which provides first-party access to over 100,000 UK participants and is supplemented by access to millions of global respondents across multiple international markets. The agency is differentiated by a hybrid skill set combining research methodology with PR and marketing expertise, enabling it to produce PR-ready deliverables including thought-leadership whitepapers, infographics, video, and vox pops in addition to standard analytical reports.

The company's commercial offering is organized around three service pillars: Market Intelligence (Communications & PR, Customer & Competitor Intelligence, Product Concept & Evaluation); Business & Consumer Research (PR Surveys, Compliance & Legislation tracking, Media audits including the Media Influencer Index); and methodology-based delivery (Quantitative & Qualitative Research, Omnibus Surveys with next-day UK turnaround, Campaign Tracking & Indexing). Pricing is project-based and customized, with multi-year contracts common for anchor engagements. Documented client relationships include flagship annual research franchises with ADP (People at Work across 17 countries; Potentials of Payroll across 20 countries), an ongoing partnership with CIFAS on UK fraud-prevention research since 2021, and project work for YSL Beauty, Pennon Group, and ERA Group across verticals including beauty, utilities, and procurement.

The go-to-market motion is sales-led and relationship-driven, relying on direct client engagement, the company's case-study portfolio as a marketing asset, LinkedIn presence, and partnerships with creative and broadcast agencies such as Hollr and markettiers. Opinion Matters has stated it has partnered with over 100 brands to date and operates from a single London office at 12-14 Berry Street, EC1V 0AU, with no other disclosed office locations despite serving clients across the UK, Western Europe, and North America through partner-driven fieldwork.

Name

Opinion Matters

Legal name

Opinion Matters

Website

https://opinionmatters.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Opinion Matters is a London-based B2B market research agency and Censuswide subsidiary that delivers bespoke quantitative and qualitative research for enterprise, PR-agency, and consumer-brand clients, supported by its proprietary Tickbox.net panel of 100,000+ UK participants and global sample access.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Custom Market Research (Ad Hoc Studies, Segmentation, U&A) (MPAAALAC), Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB), Quantitative Research & Survey Analytics (Survey Design, Sampling, Statistical Modeling) (MPAAALAF)

Keywords

• Market research services
• PR survey research
• Consumer intelligence
• Campaign tracking studies
• Compliance research

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Opinion Matters generates revenue by providing bespoke market research services to businesses, organizations, and agencies. Services include PR surveys, customer and competitor intelligence, product concept testing, compliance research, and media audits. Revenue is project-based with custom pricing depending on scope, sample size, methodology, and geographic coverage.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Opinion Matters is a bespoke market research agency delivering quantitative and qualitative research to businesses, organisations, and agencies worldwide. The firm runs PR surveys, customer and competitor intelligence studies, product concept testing, compliance research, media audits, and omnibus surveys, backed by its proprietary Tickbox.net panel of 100,000+ UK participants and access to millions of global respondents.

Product overview

Opinion Matters is an award-winning market research agency that operates as a single unified service offering rather than a platform-plus-modules architecture. The company provides end-to-end market research services organized around core capabilities: Market Intelligence (Communications & PR, Customer & Competitor Intelligence, Product Concept & Evaluation), Business & Consumer Research (PR Surveys, Compliance & Legislation, Media Audits), and Quantitative & Qualitative Research delivery (surveys, focus groups, CATI, face-to-face, online communities). Results are delivered through analysis, infographics, reports, whitepapers, video, and vox pops. The company also operates its proprietary Tickbox.net panel of 100,000+ UK participants and conducts major annual research reports including the People at Work Report (with ADP) and Cost Management Barometer (with ERA Group). Research partnerships include ongoing collaborations with CIFAS, ADP, YSL Beauty, and Pennon Group.

Differentiator

Problem solved

Functional benefit

Products and services

• Tickbox.net Panel

Quantifiable outcome

• Partnered with 100+ brands to deliver actionable insights
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• CensuswidecoreStrategic or Co-development PartnerOpinion Matters is a Censuswide company, operating as a subsidiary or division of the larger market research organization. Censuswide is referenced as the parent company on the website footer.
• HollrcoreStrategic or Co-development PartnerHollr is a collaboration partner for international research initiatives, working with Opinion Matters on projects like the YSL Abuse Is Not Love campaign and Pennon Stop The Drop campaign. Hollr contributes creative and research design expertise to joint projects.
• markettierscoreStrategic or Co-development Partnermarkettiers partnered with Opinion Matters on ADP global reports including 'Potentials of Payroll' and 'People at Work'. The partnership combines Opinion Matters' research capabilities with markettiers' market tiers broadcast network for comprehensive workforce and payroll insights.
• Its On UsminorStrategic or Co-development PartnerIts On Us NGO conducted preliminary research on perceptions of abusive relationships among 18-25 year old college students in the USA as part of the YSL Beauty Abuse Is Not Love initiative, preceding the larger Opinion Matters study.
• Dr. Beth A. LivingstonminorStrategic or Co-development PartnerRenowned gender and relationships researcher who partnered on the YSL Beauty Abuse Is Not Love research initiative, providing academic expertise for the LGBTQIA+ relationship study.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• YouGov: UK-headquartered global market research and data analytics firm with a large proprietary consumer panel; directly comparable to Opinion Matters in panel-based research, syndicated tracking, and custom studies for brands and agencies.
• Savanta: UK-based market research agency delivering custom research, brand tracking, and PR-driven insight studies to brands and agencies; closely comparable in size, vertical mix, and service offering to Opinion Matters.
• OnePoll: UK-based consumer and B2B research agency offering PR surveys, omnibus studies, and custom research; directly comparable to Opinion Matters in panel size, PR-led client base, and bespoke engagement model.
• Maru/Blue: North American and UK-headquartered research and insights firm offering custom research, panels, and PR-supported studies; comparable mid-market position and client mix to Opinion Matters.

Broad incumbents

• Ipsos: Global market research and public opinion firm offering custom research, syndicated tracking, and PR-oriented insight work; overlaps with Opinion Matters in methodology, client base, and deliverables but at vastly greater scale.
• Kantar: World's largest market research and insights group with proprietary panels and global fieldwork; competes with Opinion Matters for enterprise custom research and brand-tracking engagements, especially with FMCG and consumer brand clients.
• GfK (now NIQ): Global consumer and retail research firm (now part of NielsenIQ) providing syndicated tracking and custom studies; competes with Opinion Matters for enterprise consumer-insight work and methodology-driven brand research.

Emerging players

• Toluna: Global digital research panel and insights platform offering survey programming, panel access, and managed research services; competes with Opinion Matters for panel-driven custom research and DIY-routed brief work.
• Dynata: Large global first-party data and research panel company serving brands, agencies, and insights teams; comparable panel-asset model and overlap with Opinion Matters' consumer and B2B research workflows.
• Prolific: Online participant recruitment platform widely used for academic and commercial research; an emerging alternative source of respondents that competes for budget that might otherwise flow to agencies like Opinion Matters.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/opinion-matters
• Xx.com/opinionmatters_

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Opinion Matters