Local Data Matters: Interview with Birgit Aasmäe, Managing Director at Norstat Estonia

Inside Norstat Estonia

“Estonia’s size presents unique challenges,” says Birgit. “Things move fast here. Decisions are made quickly, and people are accessible.” That local flexibility lets Norstat “adapt quickly to our clients’ needs and provide reliable consumer data,” while the broader European network and panel of 4 million respondents bring “international capabilities to even the most local of questions.”

The best thing about Norstat?

“For me, it’s definitely the culture of cooperation,” Birgit reflects. “I love working together, whether it’s with partners, clients, or colleagues across different countries.” At Norstat, collaboration isn’t just encouraged; it’s how the team works: “Openness to share ideas and solve challenges together is what makes work enjoyable.”

The future

“Data-driven decision-making is only going to become more central,” Birgit predicts. But she cautions that some clients will demand more than raw data: “They’ll want fast, relevant, and transparent results they can actually use.” Norstat is well-positioned, with digital solutions like Norstat Express already leading the way, and Birgit insists that “agility and trust will be key to staying relevant” as the market evolves.

Human expertise in an AI world

“We’re already using large language models internally, for example, to automate coding or search internal guidelines more efficiently,” Birgit notes. Yet she’s clear about AI’s limits: “AI will never replace human judgment. Context, ethics, interpretation, and real trust still come from people. And the core of research is still human: real people sharing real opinions.”

A favourite project?

“Norstat Express has been one of the most exciting things to work on,” Birgit says. By offering self-service surveys with immediate access to Norstat’s consumer panel, the solution “opened up research to a new group of users – fast-moving teams in start-ups, digital agencies, or e-commerce – people who need answers in hours, not weeks.” This commitment to innovation has continued, with new AI-powered features for survey creation recently enabled.

Why Norstat

“Because we deliver. We listen, we adapt, and we care about quality,” Birgit concludes. “Whether it’s a large-scale study or a quick-turnaround project, we focus on making data useful, reliable, and easy to act on.” With local expertise backed by European reach, Norstat is ready to support every decision that matters, with data you can trust.

Learn more about Norstat Estonia