About Us

We are passionate.

We are passionate about diverting millions of dollars from commercial organisations to the not-for-profit industry.

We are passionate about giving everyone a voice irrespective of financial, cultural or physical barriers.

We are passionate about the importance data to the future growth of the fundraising industry.

Industry membership.

Australian Market and Social Research Society
Member since 2006

Fundraising Institute of Australia
Member since 2010


Our mission is to enable everyone to do more good.

We are doing this by inviting everyday people to donate a few minutes of their day to support their chosen cause from the comfort of home. Many of us want to do more good, we just don’t know how to fit it into our busy lives. Until now.


Our vision is for a world where everyone can support their cause irrespective of physical, cultural and financial barriers.

We are working towards this by helping not-for-profits leverage the demand for online market research respondents and the passion of their crowd.


The global market research industry is worth $50 billion.

Everyone has a mobile phone or connected device.

There are billions of people looking to do more good.

Tom Mitchell-Taverner

Founder & CEO

I started Opinionate based on an intimate knowledge of the market research industry, a passion for innovation, a decade of senior management and an idea which I hope will change the world.

I have an interest in archaeology, a passion for native bush foods, a dream that Australia will come to terms with and celebrate its first nations history and a love of felt-tipped pens on tracing paper (I used to be an Architect). I spend hours talking to my girls about the wonders of the world (as well as its injustices) and tell them everyday that anything is possible.

I am a graduate and member of the Australian Institute of Company Directors (GAICD), member Australian Market and Social Research Society (AMSRS) and an member of the Fundraising Institute of Australia (FIA).