September 14, 2022

Norstat CEO: ‘Our society depends on individuals voicing their opinions’


Norstat CEO Erling J.B. Eriksen discusses the importance of accurate consumer surveys, informed decision-making, and the role individual decisions play in creating an enlightened society.

Q: How are Norstat’s consumer surveys used?

Our surveys are used to help people make informed decisions – better decisions – no matter what the situation. Getting accurate data on consumer preferences helps businesses make better choices and avoid costly mistakes. Mistakes that result in money and resources being wasted rather than being used in the most efficient and effective way.

Q: Why are they important?

They are important for two reasons. Firstly, because they empower businesses and organizations to keep up with fast-changing trends and make informed decisions. Secondly, because they empower individuals – our panellists – to voice their opinions.

Remember, democratic societies are built around individuals’ ability – and responsibility – to freely express their thoughts and opinions. And I believe our panellists play a hugely important role in how our society functions. The responses they provide serve as the basis for all sorts of decisions – big and small – that ultimately shape our world.

Q: How does Norstat ensure quality data?

We’re in the information business – accurate data is our lifeblood. So, we put a lot of effort into ensuring that we collect our data carefully and responsibly. We invest heavily in recruiting and managing our panels so that those individuals who join understand how important their voice is. We provide a platform that empowers them to express their opinions in a way that protects their privacy.

Just like the secret ballot lets voters express their preference for a political party or candidate, our robust data collection practices give our hundreds of thousands of panellists the chance to say what they think about everything from the shape of a new ketchup bottle to the preference of political party, to how they experienced Covid-19.

And even though our panellists remain anonymous, we strive to build long-term relationships with them. We want them to know they can rely on us, so that we can rely on them to engage with our questionnaires and provide us with the data our customers need to navigate the maze of decisions they face.

Q: How does Norstat help contribute to an enlightened society?

Put simply, Norstat gives people the opportunity to know their world a little better. We facilitate what I see as a positive feedback loop of quality data and information between individual consumers, businesses, and society.

Our individual panellists share their thoughts and opinions with businesses and organizations through the surveys we conduct. Those inputs are then aggregated in a way that enlightens decision-makers at all levels. These decisions then impact our society – including the panellists whose answers helped lay the foundation for those decisions.

That’s a special reward for our panellists – to know they make a difference. It’s also rewarding for us to know we help give them a voice in decisions that will affect their lives – and the lives of others. For a future we want to live in. And when you then add up all those decisions – decisions powered by data supplied by our panellists – the cumulative impact can be enormous.

Our belief that an enlightened society is a better society is the foundation of our operations. By collecting high-quality data, Norstat is working towards a society where every single action, call and decision is based on reliable quality data.

Sustainability at Norstat

Norstat delivers high quality data and services. This, in combination with responsible conduct and ethical behaviour, have created our reputation of being not only quality oriented but also a trustworthy business partner.

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