Ex-YouGov man offers his Opinium

UK-- Former YouGov research director Mark Hodson is launching a rival online research agency with £400,000 in start-up capital behind him.

The agency – Opinium Research – is backed largely by private individuals, however PR and public affairs consultancy Lansons Communications has also invested, taking a 25% stake.

Hodson, who left YouGov four months ago, said his new venture would specialise in carrying out “hand-crafted research online”.

Speaking to Research, he said much online work lacked the personal touch as agencies looked to maximise cost savings through the use of automated processes and template survey design.

“We've seen most of the cost benefits; now is the time to bring back the quality,” Hodson said. He gave the example of survey piloting, a practice he said had “all but vanished from online”, but one he hopes will help set Opinium apart from its many competitors.

A former researcher with London Underground, the Consumers' Association and RAC, Hodson said the agency was looking to recruit its own online panel and was aiming to sign up 60,000 panellists by the end of the year.

Opinium will open for business in October, by which time Hodson hopes to have appointed a panel manager and senior research executive. He is also looking to take on a commercial director to focus on new business development.

Author: Brian Tarran