Valued Opinions UK Review - Earnings, Vouchers, and What to Expect

Our review explains Valued Opinions in detail, including how much you'll likely earn, what's involved, who Valued Opinions prefers to work with and whether it's worth your time overall.

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Updated 5 March 2025

What is Valued Opinions?

Valued Opinions is a popular paid survey website owned by American-based Dynata, a global market research company with millions of users worldwide. Since launching in the UK in 2004, Valued Opinions has been a popular choice for Brits looking to trade opinions for rewards via their phone, laptop or desktop.

Important: Valued Opinions pays in vouchers, not cash, as outlined on its rewards partners list. With Tesco, Sainsbury's, Asda, and M&S covered, as well as Argos and Amazon, there's a lot of choice.

Warning: Like all paid survey websites, Valued Opinions is not a get-rich-quick scheme, nor is it a way to supplement your earnings (by way of vouchers) by more than a few hundred pounds a year.

However, by joining Valued Opinions, you are offered a legitimate, reliable and low-effort way to earn gift cards for everyday spending.

Christopher Walsh, Head of Research at MoneyHonesty, shares his views on Valued Opinions:

"Our research team has extensively tested Valued Opinions—100+ profile questions, dozens of surveys, and real voucher payouts—to see if it's worth your time. You won't get rich, but £10 to £20 a month in Tesco or Amazon credit for completing surveys a few times a week is valuable. We see it as honest pocket money if you have the time and best of all, it's easy and tax-free".

To help explain Valued Opinions in details, our review covers:

Know This First: Will I pay tax on my earnings from Valued Opinions?

No - vouchers are outside HMRC's tax assessments.
Unlike cash side hustles that usually need to be declared if you're over your £12,500+ tax-free personal allowance), £100, £200 or even £1,000 in Tesco or Amazon vouchers are a 'reward' and not taxable income (unlike the earnings from some other paid survey sites which pay out cash).

How Does Valued Opinions Work?

There are two key steps - setting up (registration and profile building), and taking surveys (and payouts).

Step 1: Setting Up

Eligibility: You must be 16 or older and a UK resident.
Signing up: Joining Valued Opinions takes around 2 to 3 minutes, but that's before you build your profile.
Profile building: For most new users, this requires answering 100+ questions about your income, shopping, family, and other important information. The reality is that completing the profile build can take up to 45 to 60 minutes, which is unpaid. However, the more complete your profile is, the better your chances of being invited to surveys are, so it's a necessary one-off step when you sign up.

Step 2: Taking Surveys and Earning Rewards

Surveys: Invites will be emailed to you, ranging from 10-minute quick surveys (earning £0.25 to £1) to 30 minute deep dives (earning £1-£5). Based on our extensive research, the average payout is around £2 for 20 to 30 minutes work. Please note that survey invites are limited, and quotas fill in hours, so you must check your emails regularly and respond promptly for the best chance of getting onto a survey.
Badge Benefits and Boosts: Completing surveys over time earns Silver, Gold, Platinum, or Diamond status. We explain what these tiers mean in our Frequently Asked Questions below.
Monthly estimated earnings: Our research team estimates you'll earn around £4+ per hour once you get settled into the platform and respond to survey invites promptly. The topics cover brands, politics and lifestyle and vary in length and difficulty. The more detailed and complete your profile, the more survey invites you'll be emailed.
Payout: Redemption starts at £10. You'll need to select a voucher (e.g., Tesco, Amazon, etc.), confirm the voucher amount (taken from your balance), and it’s emailed to you. Your balance is redeemable with any Valued Opinions partner at a £1 to £1 rate - there are no 'boosts' or multipliers if you select one partner over another.
Cap: There's a £15 balance cap for new accounts, so you need to keep redeeming vouchers; otherwise, no more survey invites will be sent. This is arguably Valued Opinions' way of keeping your earnings moving.
Volume: There are no caps on surveys - just what Valued Opinions offers. Full-timers might see 5 to 20 per month, whereas retirees may be invited to 2 to 5 per month. Your spending power and family situation dictate the flow (as detailed below).

What You Should Be Aware Of Before Signing Up to Valued Opinions

Before going any further, please understand the following:

1) Survey Screening Occurs Often

Around 1 in 5 users get screened out of surveys mid-survey if they don't match the target demographic. This means you won't get paid for it.
This isn't unique to Valued Opinions—it's standard practice across all survey sites. While frustrating, it's how market research works, ensuring brands get feedback from the right audience.

2) Vouchers Only (No Cash)

Unlike some survey sites that offer PayPal or bank transfers, Valued Opinions pays exclusively in vouchers.
While this might seem limiting, it actually avoids bank fees and tax complications, making redemptions smoother and hassle-free.
Our view is simple - with partners like Tesco, Amazon, M&S, and Argos, the vouchers can be just as useful as cash for everyday spending.

Valued Opinions Pros and Cons

If you're considering other survey sites in addition (or as an alternative) to Valued Opinions, please see our trusted Paid Survey Sites guide.

Pros of Valued Opinions:

Vouchers are Tax-Free: Vouchers are not subject to tax, unlike cash-earning side hustles. The vouchers are from high-quality partners, which helps cut supermarket and other cost of living expenses.
Clarity: There are no 'points' or 'credits' or other confusing earnings - you earn pounds per survey, which are redeemed for vouchers.
Trustworthy: Dynata's backing means Valued Opinions is arguably a high-quality offering and backed by a support team that ensures payouts arrive timely.

Cons of Valued Opinions:

Profile Pain: There are a lot of unpaid questions upfront to establish your profile, and completing this step takes patience, but you only need to do it once and then keep it up to date.
Voucher-Only: There are no cash payouts, but our view is that voucher partners are highly useful (supermarkets, Amazon, etc) while avoiding tax obligations.
Bias to Spenders: Big earners and decision-makers (e.g., parents) get more invites than students or pensioners because Valued Opinions knows they have more disposable income and spend more, which is valuable to any survey company.
Screen-Outs: There are reports of users being eliminated from a survey early on or midway through. While this isn't that common, it's something to be aware of, given that it results in unpaid wasted time.
Support Delays: If you need assistance, social media comments observed by our research team suggest a 48-hour response time to queries.

Valued Opinions UK vs Survey Site Alternatives

Valued Opinions vs Survey Site Alternatives - How Does It Compare?

Valued Opinions is a trusted and popular survey site used by thousands all over the UK, but how does it stack up against the competition?

Below, we compare it to three popular UK alternatives—Ipsos i-Say, Swagbucks, and YouGov LINK focusing on payouts, survey experience, and rewards. Our research team’s insights, backed by user feedback, reveal the trade-offs to help you decide.

1) Ipsos i-Say

Offers vouchers (e.g., Amazon, John Lewis) from £5 or PayPal cash.
Surveys use a points system, paying the equivalent of £0.10-£1 for 5 to 20 minutes—smaller rewards than Valued Opinions’ £0.25 to £5 range, but invites roll in frequently (10 to 15 per month for active users vs Valued Opinions’ 5 to 20).
Ideal if you want frequent, low-effort gigs with cash flexibility.
You can sign up on the Ipsos i-Say website LINK and read our dedicated Ipsos i-Say review LINK.

2) Swagbucks

Pays cash via PayPal or vouchers (Amazon, M&S) from £5, with surveys at £0.50-£5 for 10 to 20 minutes—matching Valued Opinions’ top end.
Beyond surveys, you get videos, games, and shopping offers; our research shows only 50% of earnings come from surveys (vs 100% with Valued Opinions), diluting focus.
We believe Swagbucks is best for multitaskers who don’t mind variety over Valued Opinions’ survey-only simplicity.
You can sign up on the Swagbucks website LINK and read our dedicated Swagbucks review LINK.

3) YouGov

Cash only via bank transfer at £50, with surveys (£0.50-£3) taking 10 to 30 minutes on weighty topics—politics, NHS, cost of living.
User feedback suggests it’s a slog to hit £50 (you need to complete 20 to 40 surveys, and there is a 3-4 week payout wait) compared to Valued Opinions’ £10 voucher threshold, but the work is reported to feel more valuable than Valued Opinions’ consumer brand focus.
We believe YouGov suits those who want to earn cash for deep-diving into certain topics, compared to those who want to receive vouchers for filling out consumer surveys (which is what Valued Opinions offers).
You can sign up on the YouGov website LINK and read our dedicated YouGov review LINK.

Our View: Valued Opinions shines for straightforward voucher earning (around £4/hour, no points nonsense), but lacks cash options. Ipsos i-Say offers quicker cashouts with lower rewards, Swagbucks blends variety with faster payouts, and YouGov offers higher-value but you need to earn a total of at least 5,000 points (£50) to make a withdrawal. Your pick depends on whether you value vouchers (Valued Opinions), speed (Swagbucks), or substance (YouGov).

Tips to Maximise Your Valued Opinions Earnings

Want to push past the £4/hour average with Valued Opinions? Our research team tested the platform and reviewed user feedback to uncover the best ways to boost your voucher earnings potential. Here's how to make Valued Opinions work harder for you:

Complete Your Profile Fully: The 100+ questions, covering income, kids, shopping habits, and even holiday plans, aren't optional. User feedback and our testing suggest that users who provide extensive full details receive the most survey invites (when they're in a demographic in demand, such as working parents). In a nutshell, if you skip any important details you'll likely be sidelined.
Jump on Invites Fast: Due to tight quotas, surveys vanish after 6 hours of being emailed. Reply within an hour, and you'll likely catch 80% of offers. You may want to set up a sender alert for Valued Opinions.
Redeem at £10, Not £15: The £15 cap for new accounts halts invites if you hoard credit. Cash-out at £10 (e.g., Tesco, Amazon) to keep the flow.
Target Peak Times: Weekday evenings (6-9 PM) are reported to see a spike in invites (vs weekends when there is less activity).
Avoid Screen-Outs Where Possible: About 1 in 5 surveys boot you early; niche ones (e.g., luxury goods) are the riskiest. Update your profile often (e.g., did you buy a new car, washing machine, TV? Add the details) to be more relevant to Valued Opinions.

Valued Opinions UK User Reviews and Ratings Explained

Valued Opinions User Reviews and Ratings Explained

What’s the word on Valued Opinions from UK users? MoneyHonesty Researcher Christopher Walsh digs into Trustpilot, X, and inbox feedback for the honest truth. Watch our video below which explains what you need to know:

Valued Opinions - Our Verdict

Valued Opinions is a reliable option for anyone looking to earn vouchers in their spare time.

While the platform doesn't pay cash, we see the vouchers as good as cash, with the simplicity of knowing how much you'll earn per survey.

Our view is simple - we like that there are no points or credits, just fixed amounts of pounds or pence per survey, credited to your Valued Opinions account on completion.

Sign Up: Visit ValuedOpinions.co.uk. It takes around 2 to 3 minutes to join and about an hour to complete your profile. Once done, survey invites will be emailed to you.

Valued Opinions Review UK - Frequently Asked Questions

Valued Opinions Frequently Asked Questions

Our FAQs below are designed to help you understand the platform further; specific account questions are best directed to Valued Opinions' helpdesk.

How much can I earn?

This depends on your profile and how quickly you respond to survey invites. Our example below explains what is possible based on our review of social media commentary:

Working mum, 45, London: 12 surveys per month, adding up to £30, which is withdrawn for Amazon credit. This works out to be around £6/hour after setup.
Pensioner, 68, Hull: 3 surveys per month, earning £4, which means it takes around ten weeks to earn a £10 M&S voucher. The invites are lower because Valued Opinions wants to survey people with purchasing power.

The average user, based on our research, earns between £0.25 and £2 per survey, completes 5 to 10 surveys per month, and earns around £10 to £20+. If you factor in setup, updating your profile, email checking and screen-outs, £4/hour is realistic long-term.

Why do Valued Opinions pay vouchers instead of cash?

This is how Dynata operates - Opinion World LINK, another Dyanta survey website, also pays vouchers. The idea is to minimise user tax obligations and complexity. By emailing a voucher, you can spend it without declaring the value as 'income'.

How long does it take until I get paid by Valued Opinions?

Despite the partners list suggesting most vouchers are issued 24 hours, some users have commented that voucher redemption can take up to six weeks. This is long but arguably standard among many paid survey websites.

What's the catch with survey invites?

Your lifestyle will decide how many survey invites you receive (and ultimately how much you'll earn). Based on our estimates, high earners, parents, and household decision-makers will get 10 to 15 invites per month.

Students, retirees, or low-spenders will receive 1 to 4. Dynata, as a survey company selling insights, wants data from open wallets; hence, the focus is on getting those with the highest spending power to participate in surveys.

Can I get locked out of Valued Opinions?

It can happen - MoneyHonesty's research team has been contacted occasionally by people locked out of their survey site (e.g. their account is banned or disabled), including Valued Opinions.

We suggest redeeming every £10 you earn to limit the (low) risk of an account being unfairly suspended. Support takes 48+ hours to respond, which can add to the frustration.

Are paid surveys worth the time?

It depends - they pay well below minimum wage but appeal to Brits who like the convenience of earning while on the sofa, sitting on the train or waiting at a school pickup.

Valued Opinions pays out vouchers for supermarkets (among other options), making earning attractive and accessible. Our research suggests survey responders enjoy the engagement and feelings of contributing, even if the purpose is for marketing.

Can I use Valued Opinions on my phone?

Yes, it works on mobile browsers (no app needed), though some surveys are only on desktops due to formatting. Our research team concluded most invites load fine on smartphones, but complex ones (e.g., video feedback) might glitch. Overall, it's flexible but not flawless.

How easy is it to sign up and start earning?

As outlined above, signup takes 2 to 3 minutes, but the profile building (100+ questions) takes 45 to 60 minutes unpaid to unlock surveys. It's a one-off task but essential to get integrated into Valued Opinions.

What vouchers can I redeem, and are they worth it?

The full list is published on the Valued Opinions website - options include Tesco, Sainsbury's, Asda, M&S, Amazon, Argos, and Deliveroo.

What are the badge levels (gold, silver etc) and how do I achieve them?

UK survey sites like Valued Opinions offer badge levels (Bronze, Silver, Gold, Platinum, Diamond) to reward activity, often boosting invites or higher-paying polls. For most users, you start at Bronze after signing up, reach Silver with one activity and 25% profile completion (weekly activity to maintain), Gold with 10 activities and 50% profile (two weeks), Platinum with 25 activities and 75% profile (four weeks), and Diamond with 50 activities and 100% profile (four weeks).

User feedback suggests higher levels unlock priority surveys therefore maximising earnings.

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