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Opinion Definition

A personal belief, assessment, judgment or evaluation of something that is not founded on proof or certainty.

An opinion in market research refers to a participant's personal view, belief or attitude about a product, service, brand or experience. Opinions are subjective and provide valuable qualitative insights into consumer preferences and perceptions.

Who relies on opinions in the insights industry?               

Market researchers, brand managers, product developers, advertisers and business strategists rely on opinions to understand consumer attitudes, identify trends and refine products, services or marketing strategies.

What are key aspects of opinions in market research?  

Key aspects include:

• Subjectivity: Reflect individual perspectives, which may vary widely.
• Rich qualitative data: Provides context and emotional depth beyond quantitative metrics.
• Contextual insights: Helps researchers understand the "why" behind behaviors or preferences.
• Dynamic nature: Can change over time or with new information.
• Open-ended or scaled collection: Gathered through surveys, interviews or focus groups.

Why are opinions important in market research?             

Opinions are important because they offer valuable insights into consumer preferences, attitudes and motivations. Understanding opinions helps businesses tailor their offerings to better meet customer needs and build stronger brand relationships.

How do market researchers use opinions?          

Market researchers use opinions to explore customer satisfaction, test product concepts, evaluate marketing messages and identify unmet needs. They collect opinions through methods such as surveys, focus groups and interviews, then analyze them to inform decision-making, enhance product development and improve customer experiences.