OpinionRoute LLC

What OpinionRoute LLC does

OpinionRoute LLC is a privately held, Cleveland, Ohio-based survey operations company founded in 2013 by Terence McCarron. It targets small and mid-sized Market Research Agencies (MRAs), which it estimates spend roughly 50% of their labor on manual work, and addresses that problem by combining expert-led managed services with a proprietary technology stack. Its core platform, The Navigator (also branded NavigatOR), is positioned as a research operating system that consolidates sampling, programming, data quality, and project management into a single workflow, while OpinionRoute itself provides B2B, Consumer, and Healthcare sample services alongside full-service survey programming.

The company's technology portfolio is centered on data quality and fraud prevention. CleanID provides device-based fraud detection with a reported 38% fraudulent-vendor block rate, versus an industry baseline of 3-4%. ResponseID analyzes approximately 150 behavioral signals per in-survey session (keystroke cadence, response time, characters per second, mouse movement, scroll, tab visibility, window focus) to produce real-time risk flags. QC Flow, launched September 2024, is an AI-powered copilot within Navigator for QA automation. The February 2025 acquisition of Jibunu added 20+ years of advanced survey programming IP, fully integrated into Navigator by September 2025. In December 2025, OpinionRoute secured ISO/IEC 27001 certification and SOC 2 Type II attestation, alongside existing CCPA compliance.

OpinionRoute generates revenue through a mix of subscription-style technology platform access to Navigator and its add-on modules (CleanID, ResponseID, QC Flow), software licensing of fraud prevention technology to partners embedding it in their surveys, and managed services for survey programming, sampling, and project management. Pricing is quote-based with multi-year contracts; specific price points are not publicly disclosed. The go-to-market is direct enterprise field sales targeting mid-sized MRAs, supplemented by a Vendor Interest Area portal for technology and sample partnerships. The company is entirely founder-owned under Terence McCarron with no disclosed institutional capital, and has scaled to the 11-50 employee band while serving a publicly disclosed roster of named MRA customers including RTI, Radius, TRC, Emerald, AMC Global, Brookmark, AlterAgents, Medscape Market Research, Directions Research, and Russell Research.

Name

OpinionRoute LLC

Legal name

OpinionRoute LLC

Website

https://opinionroute.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

OpinionRoute LLC is a Cleveland-based survey operations company that combines managed services with its proprietary Navigator platform to help small and mid-sized market research agencies streamline sampling, programming, and data quality, with its CleanID and ResponseID fraud-prevention technologies as key differentiators.

Ownership category

akta.pro rank

Product category

Survey Operations Software

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613), Other Scientific and Technical Consulting Services (54169)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372)

akta.pro primary industry

Quantitative Research & Survey Analytics (Survey Design, Sampling, Statistical Modeling) (MPAAALAF)

akta.pro secondary industry

Data Exploration & Ad-Hoc Query Tools (HDAEAMAL)

Keywords

• Survey operations platform
• Fraud prevention technology
• Market research services
• Sample management
• Data quality assurance

Headquarters

HQ city

Cleveland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Survey Operations Services: OpinionRoute provides survey operations services including sampling (B2B, Consumer, Healthcare), survey programming, and full-service project management. These are managed services delivered by expert-led teams combined with proprietary technology.
2. Technology Platform Subscriptions: The Navigator platform is offered as a subscription-based research operating system. CleanID, ResponseID, and QC Flow are available as standalone or integrated technology solutions, likely through subscription pricing.
3. Software Licensing: OpinionRoute licenses their behavioral monitoring and fraud prevention technology (CleanID, ResponseID) to other market research agencies and partners who embed the technology into their surveys.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

OpinionRoute is a survey operations partner for market research agencies, combining expert-led managed services with a proprietary technology platform called The Navigator. The company provides sampling (B2B, Consumer, Healthcare), survey programming, data quality enforcement, and full-service project management for small to mid-sized Market Research Agencies. Its fraud prevention stack (CleanID, ResponseID, QC Flow) and acquired Jibunu programming technology form the technological backbone of the offering.

Product overview

OpinionRoute operates as a survey operations partner for market research agencies, combining expert-led managed services with a proprietary technology platform. The core offering is The Navigator (NavigatOR) workflow platform, which serves as the central operating system connecting all service components. The platform integrates data quality tools including CleanID (device-based fraud prevention), ResponseID (in-survey fraud detection), and QC Flow (AI-powered quality assurance copilot). Survey programming capabilities are provided through the acquired Jibunu technology. Sample services encompass B2B, Consumer, and Healthcare verticals. The company also offers AI Strategy consulting and Trust services to support MRX firms in implementing technology solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Navigator: A survey operations workflow platform (Research Operating System) that consolidates research work, speeds processes, improves data quality, and enhances profitability for MRAs.
• CleanID
• ResponseID
• QC Flow

Named customers10 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Brookmark ResearchcoreTechnology or Integration · 5 January 2022Brookmark Research selected OpinionRoute as their fraud prevention technology partner, implementing CleanID to protect their research data quality.
• Directions ResearchcoreTechnology or Integration · 15 September 2020Directions Research, a top insights firm, partnered with OpinionRoute to implement CleanID on all survey work. Directions identified CleanID as a forward-looking enhancement to their existing quality protocols and a way to proactively reinforce their commitment to quality.
• Russell ResearchcoreTechnology or Integration · 25 August 2020Russell Research, a strategy-driven market research firm, entered a strategic data quality partnership with OpinionRoute to utilize CleanID fraud prevention technology on all survey work. The partnership followed side-by-side tests where CleanID continuously caught more fraudulent activity than all other detection tools in the market.
• Medscape Market ResearchcoreTechnology or Integration · 5 August 2020Medscape Market Research, a leader in health information services and the largest source for online market research sample amongst healthcare professionals, implemented OpinionRoute's CleanID software to increase confidence levels in data quality in the healthcare space. Medscape evaluated CleanID against other solutions and selected it for its superior fraud detection capabilities.
• AMC GlobalminorStrategic or Co-development PartnerOngoing partnership with AMC Global for consumer perception research studies. OpinionRoute provided data collection and operational support for multiple waves of COVID-19 consumer behavior studies released throughout 2020, as well as ongoing research on various consumer topics.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Kantar: One of the largest global market research and insights firms. Although much larger, Kantar intersects with OpinionRoute through its MRX services and Toluna sample business, and competes for the same enterprise research buyer relationships.
• Decipher (FocusVision): Survey programming and MRX platform serving similar MRA clients. Comparable to the Jibunu-acquired programming capabilities inside OpinionRoute, with broader survey authoring and analytics tools at enterprise scale.
• Cint: Global sample marketplace and exchange for online survey respondents following the Lucid acquisition. Directly comparable to OpinionRoute's sample marketplace/provisioning business, but at significantly larger scale and with a programmatic exchange model.
• Qualtrics: Enterprise experience management and survey platform with strong data quality and fraud-prevention capabilities built in. Adjacent rather than direct overlap, but represents the risk that survey tooling quality features get absorbed into bigger platforms.
• Dynata: One of the world's largest first-party data and sample providers serving enterprise market research. Overlaps with OpinionRoute across B2B, consumer, and healthcare sample and serves a similar MRA buyer base, but operates at far greater scale with a much broader portfolio.
• Toluna: Global online sample provider and survey technology platform owned by Kantar. Overlaps with OpinionRoute's B2B, consumer, and healthcare sample business and competes for similar MRX buyers with a larger, end-to-end platform.

Direct peers

• Researchscape: Smaller MRA-focused market research services and technology provider. Comparable target segment and offering mix to OpinionRoute, though with a narrower geographic and product footprint.
• PureSpectrum: Sample marketplace and data-quality platform targeting MRAs and insights teams. Closely comparable to OpinionRoute in serving small-to-mid MRAs with sample plus fraud-prevention tooling, making it the most direct head-to-head peer.
• Prolific: Online participant recruitment platform focused on high-quality verified respondents for academic and commercial research. Overlaps with OpinionRoute's sample services and quality positioning, particularly for B2B and healthcare research buyers.
• Lucid (Cint): Programmatic sample marketplace and survey-routing platform acquired by Cint. Comparable to OpinionRoute's Navigator-driven sampling operations and serves the same MRA buyer base, though with a more automated marketplace emphasis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@opinionroute
• LinkedInlinkedin.com/company/opinionroute-llc
• Xx.com/OpinionRoute

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 OpinionRoute LLC