Erling Eriksen: ‘I strongly believe in the power of focus’

Nearly twenty years at Norstat

People often ask me why I have been with Norstat for so long. The answer is simple: I enjoy it immensely. That’s also why I came back after a year at another company. I find the combination of science and business fascinating. At Norstat, we operate in the market research industry, which has a scientific element. We provide data to our clients so they can draw the right conclusions. Additionally, we have our virtual data collection factory, where we produce this data and achieve more effects through small improvements. That’s the engineering aspect. And then there’s the human side: building B2B relationships and our great team. All these elements combined keep it interesting for me.

Focus

What makes Norstat unique in the world of market research is our focus. We collect data, both quantitative and qualitative, and deliver this data in various forms to our clients. We have no ambition to take on a consulting role or to tell our clients how to run their businesses. We provide high-quality data, upon which organizations can base their decisions. Of course, our business model has its pros and cons, but I strongly believe in the power of focus. This allows us to fully concentrate our expertise and resources on delivering the best data.

The evolution of Norstat

Twenty years is a long time, and during that period, the company has changed drastically. When I started, we were active in Norway, Sweden, and Denmark, and we worked offline. People of flesh and blood conducted the data collection, literally going door to door. Since then, we have geographically expanded our business – with offices in 15 European countries, we can collect data in 19 countries. We have further digitized, changed our marketing strategies, and brought in a lot of new talent. What hasn’t changed is the fundamental business idea: delivering high-quality data to our clients. Additionally, our entrepreneurial spirit is still very much alive. And let’s not forget that we have been blessed with fantastic employees all these years.

Acquisitions

One of the most memorable experiences during my time at Norstat are the seven acquisitions we made between 2019 and 2023. Integrating new companies into our group, including the Dutch companies Respondenten.nl and CG Research, is a significant achievement. Entering new markets is always exciting and challenging.

The future of Norstat and market research

I see the future of market research in general and Norstat in particular as very bright. We are well-positioned, and the demand for data continues to grow. We will continue our expansion, both organically and by entering new markets. I believe we will produce data faster and deliver it in ways we can’t even imagine yet. Many new technologies are emerging, with AI being just one of them. But let’s be clear: we will never deviate from our fundamental business concept, focusing on delivering high-quality data. However, this data will reach the client even better, faster, and more seamlessly, and it will be optimally integrated into the client’s business process.

How can we help you?

If you are looking for a market research partner that not only offers quality and innovative solutions but also a personal touch, Norstat is the right place for you. We specialize in delivering high-quality data that helps you make better decisions. Let us know how we can assist you. We are happy to be part of your success story.

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