Local Data Matters: Interview with Antti Suomela, Managing Director at Norstat Finland

The changing Finnish market

Antti has seen the Finnish market develop: “In Finland, the market research industry has evolved slowly over the years, but the increasing adoption of artificial intelligence is now driving significant change. Agile, specialised professionals are thriving in this environment.” A real shift is happening between data providers and data analysts: “As clients want faster and better insights, companies that can clearly position themselves as either data providers or analysis partners are gaining a competitive edge,” says Antti, adding, “Norstat has absolute focus on high-quality data collection, and that is driving our success and growth.”

Core values of Norstat

“For me, some of the best things about Norstat are our people-first and client-centric mindsets,” Antti reflects. “That, combined with a culture of developing innovative digital client solutions like MyNorstat, is how Norstat turns data into usable information – and makes it such a great place to work.” He adds that the recent launch of MyNorstat, which also combines Dashboard Lite and Studio, provides a new way to manage projects, summarise findings and visualise data – all backed by local project-manager support. Norstat’s presence in 15 countries across Europe means clients receive high-quality service from local experts, supported by a panel of over 4 million respondents.

AI and the future of market research

“Tools like Norstat’s own AI-powered solution, Norstat Studio, are transforming how data is being delivered,” Antti explains. “Tables, charts, and summaries that used to take days are now generated much more efficiently.” Still, he stresses the human angle: faster outputs “redefine client expectations and accelerate decision-making,” but interpretation and context remain human responsibilities, and we leave that up to our clients.

A dream project

Antti’s ideal brief? “A continuous, multi-country market mapping initiative, where results are delivered through Norstat’s dashboard solutions, bringing clarity, speed, and consistency to decision-making! I like clients that are open to new ideas and eager to explore faster, higher-quality ways of working. ‘Cheap and easy’ isn’t the right answer: true value comes from smart collaboration and a long-term vision.”

Why Norstat

“We’re easy to work with and committed to delivering what we promise – on time,” Antti concludes, adding “Our success is built on satisfied clients, and we believe trust and reliability are the foundation of every great partnership.”

Learn more about Norstat Finland