ORB

Address

34 Bedford Row
London
WC1R 4JH

Telephone

44 (0) 207 611 5270

Fax

44 (0) 207 430 0658

E-mail

info@opinion.co.uk

Website

www.opinion.co.uk

Person to Contact

Johnny Heald
Allan Hyde
Sarah Oliver

Statement of Principles
Established in 1994, ORB has grown to become one of the UK’s leading bespoke corporate and
issues-led market research companies. In more than a decade of growth, we have worked successfully
with over 150 clients in the private, public and voluntary sectors in over 65 countries. Driven by a team
of highly experienced market research professionals with almost 100 years’ combined experience, we
are proud to deliver both qualitative and quantitative research at the highest level.
We not only understand how best to research stakeholder attitude, behaviour and opinion, but also
how clients can best use our analysis and findings both strategically (in developing policy and
communications) and tactically (for advertising, generating media interest and building a winning
argument across the stakeholder community).

International Experience
Our knowledge and experience of the international marketplace has allowed us to develop relationships
with highly reputed research suppliers throughout the world. We serve clients on a globally integrated
basis in more than 65 countries and have polled in Iraq since 2005.
We have particularly strong relations and experience conducting research in Central and Eastern
Europe, Middle East and Central Asia where we have been personally responsible for establishing many
of today’s leading agencies.
Research professionals at ORB have worked with over 15 world leaders on their Public Affairs initiatives
including studies in the UK, US, Russia, South Africa, Malaysia, Taiwan, Turkey, Bulgaria, Lithuania,
Malta and Gibraltar.

Analysis
We believe that the potential of much research remains untapped if simple bivariate analysis is as far as
one goes. A more detailed and insightful picture emerges by applying statistical techniques that
discover the patterns and relationships hidden behind what passes for standard analysis. By studying
the often complex patterns of individual’s opinions we enable our clients to learn more about their
stakeholders/audience and thus receive a far better return on their research investment. Our analysts
employ a series of multi-variate statistical techniques to unlock everything they can from a data set –
often segmenting people in to groups that have a distinct behavioural or psychological outlook. This
may be as regards retail behaviour, political outlook or their overall values. ORB has undertaken such
detailed analysis for many years and is continually looking to develop new techniques. Some of the
most common techniques we use are: Segmentation analysis, Key Driver analysis, Maximum
Differentiation Scaling (trade-off analysis) and Conjoint Modelling.

An example of Some Recent Clients

City & Guilds, CEBR, Respect for Animals, Association of English Cathedrals, BBC Newsnight, Bank of Scotland (HBOS), Brown-Forman Beverages, The Conservative Party, Back Boris, Experian, McCarthy & Stone, British Safety Council, energywatch, Dispatches (Channel 4), Randstad, Detica

Principal Directors

Gordon Heald – Chairman
Johnny Heald – Managing Director
Allan Hyde – Director

Date Established

1994

Services

Full service agency Qualitative & quantitative research Message and campaign development

Methods of Data Collection

CATI; EXEC; FTF; HALL; OMNI; POST; TELI; QUAL; NET

Research Specialities

ADS; B B; BRAND; CLOTH; DRNK; EDUC; EMP; ENV; EXHIB FIN; GLA; INT; LEIS; P P; RETL;
TOB; TRAN

Trade Memberships/Affiliations (Company & Individual)

MRS; ESOMAR; WAPOR; BPC