Vulkan 16
0178 Oslo
Phone: 472 130 0400
Fax: 472 130 0444

Opinion is Norways largest locally owned market research agency, specialized both in quantitative and qualitative research, digital as well as traditional. Among our staff, we have some of Norways most well known market researchers, and we are among the leading agencies using new methodologies.

Founded 1986
Employees 30
Turnover NOK 65.000.000

Company type:

  • Full Service Market Research Agency

Locally owned research network Global NR

Professional Associations:

  • Norwegian Market Research Association (NMF)

Opinion is the largest independent research agencies in Norway, with working partners as owners of the company. Opinion is one of the best known and respected market research brands in Norway, with a history dating back 30 years. Our annual revenue is in the area of 7,5 MEUR.

We employ currently approx 30 full time research professionals, within both qualitative and quantitative research. We have some of the best known and profiled consultants in the local market, and we work with the ambition of always delivering research with impact, actionable for clients.

We have the largest qualitative capacity in the market, with two FG venues in-house. We also run our own qualitative respondent panel, In order to get closer to the consumer we use a variety of methods and techniques including different quantitative statistical methods and qualitative methods as in -depth interviews and focus groups. We are equally comfortable with semiotics, ethnography as well as web based panels and living labs. We were among the first MR companies in Europe working with MROC and digital approaches, thus are very experienced within new methodologies/mobile research. We are also profiled on trend research as well as consumer insight.

The MD of Opinion is the national representative for ESOMAR in Norway and chairman of the MR agency association, Virke Markedsanalyse.

Research specializations

Market Sectors

  • Catering / Hospitality
  • Foods / Nutrition
  • New Products
  • Public Sector / Government
  • Technology

Research Solutions

  • Concept development & Strategy
  • Concept / Positioning Development
  • Consumer Research
  • Ethnographic Research
  • New Product Research
  • New Product Development
  • Retail Research
  • Shopper Insights

Research Services

  • Analytical Services
  • Segmentation Analysis
  • Consultancy
  • New Product Research
  • Data Collection / Field Services
  • Data Collection Management
  • Mobile Research
  • Mobile Qualitative
  • Qualitative
  • In-depth interviews

Research conducted in


  • Europe (Northern/Western)


  • Norway

Key people

Mr. John Lauring Pedersen

Ms. Irene Øen

Mr. John Lauring Pedersen

Ms. Kristine Kjeldsen

Mr Ole Petter Nyhaug

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