Opinium
Opinium is a privately held, London-founded strategic insights agency delivering survey, panel, and qualitative research services to multinational enterprises, governments, and non-profits across the UK, US, and Continental Europe via offices in London, New York, and Amsterdam.
- Company typePrivate
- Founded2007
- HeadquartersLondon, United Kingdom
- Headcount—
- GTM typeB2B
- OfferingServices
What Opinium does
Opinium is a privately held strategic insights agency founded in London in 2007, operating today from offices in London (headquarters), New York, and Amsterdam, with delivered research across the UK, US, Netherlands, Germany, Italy, Norway, Sweden, and the UAE. The firm delivers research-as-a-service rather than a software platform, organized around six core offerings: Thought Leadership, Brand and Communications, Stakeholder Understanding, Product and Service Development, US Consumer Omnibus, and Political Polling. Underlying capabilities are survey research, panel-based consumer and voter polling, and qualitative research methodologies, with no public-facing AI/ML product but recognized technology investments via 2024 Quirk's awards. The client base is dominated by large multinational enterprises and notable non-profits and government-aligned organizations, including Unilever, IKEA, Vanguard, Coca-Cola, PwC, Samsung, Santander, UNICEF, and the World Economic Forum, alongside UK political work for organizations such as the Investment Association and Demos.
The business model is professional services revenue, sold via direct B2B engagement with enterprise, government, and non-profit buyers; pricing is not publicly disclosed and engagements are project-based. Opinium is founder- and partner-owned, with James Endersby serving as long-term joint-owner CEO since 2010 alongside founder directors Stuart Graham and Louise Ahuja, and Tony Langham (co-founder, originally backed by reputation management firm Lansons) acting as Non-Executive Chairman. The company is a Certified B Corporation and is a member of MRS, ESOMAR, and the Insights Association.
In 2024 Opinium consolidated its UK market-research industry standing by winning three MRS Awards including Agency of the Year, and additional Quirk's Marketing Research and Insight Excellence Awards in Technology Impact, B2B Research, and New Product Innovation, signaling investment in tech-enabled research capabilities. The company has no disclosed external funding rounds and does not report revenue, headcount, or customer count publicly, making it a privately held, founder-led mid-sized insights agency with a measured international footprint.
Opinium firmographics
Firmographics- Name
- Opinium
- Legal name
- Opinium
- Website
- https://opinium.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Short description
- Opinium is a privately held, London-founded strategic insights agency delivering survey, panel, and qualitative research services to multinational enterprises, governments, and non-profits across the UK, US, and Continental Europe via offices in London, New York, and Amsterdam.
- Ownership category
- akta.pro rank
Where Opinium is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Opinium business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Research Services: Opinium generates revenue by providing strategic research and insights services to corporate clients, government organizations, and non-profits. Services include thought leadership research, brand studies, stakeholder understanding, and product development research.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Opinium product offering
Product offeringCore offering
Opinium is a global strategic insights agency that delivers custom market research, consumer polling, and political polling services to enterprise clients, government bodies, and non-profits. Its portfolio spans six practice areas — Thought Leadership, Brand and Communications, Stakeholder Understanding, Product and Service Development, US Consumer Omnibus, and Political Polling — executed through panel-based survey research and qualitative methods. The company sells bespoke research engagements and syndicated omnibus surveys rather than a software product or platform.
Product overview
Opinium is a global strategic insights agency offering research and polling services. The company provides a portfolio of interconnected research services including Thought Leadership (shaping public conversations through research), Brand and Communications (empowering brands to tell their stories), Stakeholder Understanding (understanding customers and employees), Product and Service Development (optimizing products from ideation to launch), US Consumer Omnibus (regular consumer surveys), and Political Polling (electoral and public policy research). The company does not appear to offer a distinct software product or platform but rather delivers insights-as-a-service through custom research engagements and regular omnibus surveys. Clients span sectors including B2B, Financial Services, Retail, Healthcare, Technology, Government, and Charity.
Differentiator
Problem solved
Functional benefit
Products and services
- Thought Leadership
- Brand and Communications
- Stakeholder Understanding
- Product and Service Development
- US Consumer Omnibus
- Political Polling
Companies that use Opinium
Customer profileNamed customers7 records
Ideal customer profiles3 records
Opinium technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Opinium partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights6 records
Opinium competitors and assessment
Company assessmentDirect peers
- Mintel: Global market research agency producing syndicated consumer research and custom client studies — comparable product development, brand, and consumer insights offerings aimed at similar enterprise buyers.
- Savanta: UK-based research and insights agency offering brand, communications, B2B, and stakeholder research — similar mid-market positioning, UK roots, and overlapping service portfolio with Opinium.
- Morning Consult: US-headquartered research and polling firm combining political intelligence with brand and consumer research — strong analogue to Opinium's blend of US Consumer Omnibus, Political Polling, and brand tracking.
- YouGov: UK-based global research and polling firm with a syndicated panel product (YouGov Omnibus) and custom brand tracking — direct overlap with Opinium's Consumer Omnibus and Political Polling offerings and similar enterprise client base.
- Bilendi: European-headquartered market research and data collection firm (includes former Future Thinking) — competes in panel-based consumer research across UK and continental Europe, overlapping with Opinium's European delivery.
- Toluna: Global online panel and survey research provider offering automated and custom research — competes directly with Opinium's panel-based Consumer Omnibus and custom survey capabilities.
Broad incumbents
- GfK: Global consumer research firm with strong consumer goods and technology sector presence — overlaps with Opinium's brand, product development, and stakeholder practices, particularly for European enterprise clients.
- Ipsos: Global market research leader with deep brand tracking, public opinion, and product development practices — competes for the same multinational brand clients and public sector work as Opinium at much larger scale.
- Kantar: World's largest insights and brand-tracking player; overlaps directly with Opinium's Brand and Communications, Stakeholder Understanding, and Product Development services for FMCG and tech enterprise clients.
- Prodege (including Schlesinger Group): Global consumer research and data solutions group combining panel, qualitative, and custom research services — broader and larger competitor for Opinium's brand, product, and stakeholder research offerings.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Opinium social profiles
Digital presenceOpinium financial estimates
Financial estimateRevenue estimate
Valuation estimate
Opinium leadership team
Management profileNumber of profiles
Profiles13 records
Opinium funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Opinium M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Opinium
What does Opinium do?
Opinium is a global strategic insights agency that delivers custom market research, consumer polling, and political polling services to enterprise clients, government bodies, and non-profits. Its portfolio spans six practice areas — Thought Leadership, Brand and Communications, Stakeholder Understanding, Product and Service Development, US Consumer Omnibus, and Political Polling — executed through panel-based survey research and qualitative methods. The company sells bespoke research engagements and syndicated omnibus surveys rather than a software product or platform.
Is Opinium a public or private company?
Opinium is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Opinium founded?
Opinium was founded in 2007.
Where is Opinium based?
Opinium is headquartered in London, United Kingdom, in the Europe region.
How does Opinium make money?
One revenue line is on record: research Services.
Who are Opinium's main competitors?
Direct peers on record are Mintel, Savanta, Morning Consult, YouGov, Bilendi and Toluna. Broad incumbents are GfK, Ipsos, Kantar and Prodege (including Schlesinger Group).
Does Opinium have an API?
No public API is recorded for Opinium.