Local Data Matters: Interview with Berit Puggaard, Managing Director of Norstat Denmark

A competitive streak

Berit has a focus on continuous progress that has taken her far in her professional life as an athlete and a market researcher. It stems from years spent as an Olympic swimmer, where shaving fractions of a second off a flip-turn meant everything. “If you’re not developing yourself or your business, you’ll be trailing the field soon,” she notes.

Norstat Denmark’s place in a mature market

Denmark is one of Europe’s most mature markets, with many established agencies and data suppliers. “We collaborate closely with several market research agencies as well as direct clients to deliver solutions tailored to their needs,” Berit explains, adding, “We continuously develop new solutions to stay relevant for all data collection buyers in our market.”

Why Norstat stands out

“Norstat is quality data collection – nothing less,” Berit says, summing up the company’s core values. The clear focus on reliable, trustworthy data is shared by employees – local research experts who have what she calls “immense and heartfelt dedication” to that purpose. Plus, Norstat Denmark is a place where people enjoy coming to work, a fact reflected in both employee engagement and consistently high client satisfaction ratings.

Looking towards the future

Predicting the future is tricky when “the economic situation around the planet is volatile, and even small shifts create a string of consequences at times like these,” Berit acknowledges. “One thing is certain: quality data will be even more important as companies rely on this data to make the necessary decisions.” Companies that launch products and services backed by robust evidence will have a competitive advantage over those that do not.

The AI catalyst

Berit views AI as an opportunity, not a threat: “Like in many other industries, AI will have an impact on MR. Some of the current functions, like data processing and reporting, will look different in the years to come.” As Norstat continues to implement AI across the business, everything from data quality to the survey experience is improved, providing better client service.

Projects that come full circle 

Asked which studies excite her the most, Berit highlights projects that “come full circle for the client,” adding, “For example, data collection for segmentations that are then enriched with more data and used not only for market research, but also to inform marketing strategies and media buying.”

Why Norstat?

Berit keeps it simple: “Norstat is a trusted provider of high-quality data collection. We’re rated very highly by our current clients, and we work every day to raise the bar,” she says.

In an industry where quality is everything, Norstat leads the way, delivering data to trust, for decisions that matter.

Learn more about Norstat Denmark