2024: Another strong year in Norstat’s continued growth journey

Another year is coming to an end. Reflecting on all that’s happened at Norstat in 2024, I feel grateful for what we’ve managed to achieve.

From a change in ownership to expanding our reach and capabilities, this year has been pivotal for Norstat in terms of both growth and achievements. I am proud of what we have accomplished and excited for what lies ahead.

Welcoming new owners

The first half of 2024 marked a pivotal moment in Norstat’s growth journey as our ownership transitioned from Triton to Nalka and Kirk Kapital.

Triton’s five-year ownership tenure supported Norstat in becoming one of the market-leading data collection providers we are today. During this period, we doubled in size, strengthened commercial capabilities, improved operations, launched innovative digital solutions like Norstat Express and TestingTime, and completed seven strategic acquisitions and integrations across Europe.

Being welcomed into the Nalka and Kirk Kapital family of companies represents not just a change in ownership but a new chapter that will further enable us to continue fulfilling our strategic vision.

With Nalka and Kirk Kapital, we have found a partner who shares our ambition to consolidate and strengthen Norstat’s leading position in Europe with an eye toward continued growth in all markets.

We remain committed to the same strategy that has brought us this far: assembling a dedicated and talented team focused on delivering high-quality data and exceptional client service. Bringing together great people, ambitious goals, and innovative technology remains our proven recipe for success.

Strengthening consumer panels 

At Norstat, our consumer panels are the foundation of our ability to deliver data that empowers our clients to develop actionable insights. Our panels’ development and Norstat’s development go hand in hand.

That’s why we also invested in continuing to strengthen our consumer panels this year, ensuring they remain truly representative and capable of delivering answers to any question across every market where we have a presence.

We are proud to have more than 4 million panellists across Europe that allow us to provide precise, reliable data for both qualitative and quantitative studies. From recruitment and onboarding to engagement and communication, we manage every aspect of our panels to ensure satisfied panellists and satisfied clients. 

And as we continue to grow as a business, we will further expand and refine our panels, delivering high-quality data that enables our clients to make well-informed decisions in an increasingly data-driven world.

People-powered service

While we live in a globalized world, local context matters more than ever. And Norstat’s strong local presence across 15 European markets enables us to offer clients unique data collection opportunities.

We can truly feel the pulse of Europe – as exemplified by Norstat Quarterly Data, a thought leadership program that we launched in 2023. It’s fascinating to see how tracking this developing set of data engages clients and inspires new research ideas. For example, Stockholm School of Economics Professor Micael Dahlén used Norstat data to uncover several fascinating insights about how the US presidential elections affected Europeans’ well-being.

Staying close to our clients and understanding their specific needs remains at the heart of our approach. This year, we saw strong growth across Europe, driven by our dedicated local key account managers who deliver tailored, high-quality data with exceptional speed and flexibility.

None of Norstat’s achievements this year would have been possible without the dedication and passion of our incredible team. This was brought home to me at a memorable kick-off event we held in September in Sopot, Poland, which remains one of my personal highlights from 2024.

Bringing together all 300 employees from 15 countries was a unique opportunity to strengthen our culture, celebrate our shared accomplishments, and reflect on how we build the company of the future that impacts our people, our clients, and society as a whole. Employee satisfaction also reached new heights this year, and I am deeply proud of the pride our team takes in their work.

More strategic acquisitions

Another highlight from 2024 was our acquisition of PFM Research, a Swedish data collection specialist. This strategic move has strengthened our capabilities and market presence in Sweden, further cementing our position as Europe’s leading provider of data collection services.

The integration of PFM Research is well underway, and the combination of our two companies is already creating greater value for our clients.

This acquisition exemplifies our commitment to growth through targeted acquisitions that align with our strategic goals. We remain committed to enhancing our capabilities and offerings – and will continue to keep an eye out for potential opportunities in 2025.

Delivering the best digital experience

Innovation has always been at the heart of Norstat, and this year was no exception. We’ve continued to enhance our digital solutions and platforms, ensuring our clients can enjoy the best experience in the industry.

Our digital products, including Norstat Express, Norstat Create, TestingTime, and Norstat Dashboard, are driving strong growth in the market. Each week, new clients join us to take advantage of these innovative tools.

We’ve also strengthened our commitment to seamless data access and usability by advancing an integrated client portal, set for a full launch next year. At the same time, we remain dedicated to delivering exceptional personalised service.

Looking ahead, we’ll continue to invest in digital solutions that elevate client experiences, ensuring Norstat remains a modern and forward-thinking leader in the industry.

Looking ahead

As we move into 2025 after a successful 2024, Norstat is well-positioned for further growth. We will continue to build on our one-stop-shop offering across Europe, strengthen our panels, and expand our digital capabilities to meet the evolving needs of our clients.

While our core focus on delivering high-quality data remains unchanged, we are excited to explore new opportunities, including targeted acquisitions and innovative technologies.

The robust foundation we have built over the years, combined with our unwavering commitment to quality, service, and innovation, ensures that Norstat is ready to embrace whatever the future holds.

I would like to express my most heartfelt thank you to all clients, partners and friends. First and foremost, to all colleagues who once again have delivered above expectations and created a unique success. We are ready for 2025.

Merry Christmas.
Erling J. B. Eriksen, CEO of Norstat