Local Data Matters: Interview with Henrik Åquist, Managing Director at Norstat Sweden

Delivering data with local expertise

“Norstat Sweden is one of the premier data collection companies in the country,” Henrik explains. The sample-only, full-service and digital solutions portfolio spans online panels, telephone and in-person interviews, and recruitment for qualitative studies. “Our golden nugget is our high-quality online panel of over 130,000 Swedes actively participating in online research. It’s nearly 1.5% of the entire population, an impressive number, which gives us a unique ability to find requested audiences, from broad B2C target groups to niche B2B segments.” Supported by highly knowledgeable and experienced locally based project managers, thousands of data collection projects are delivered annually to clients ranging from local agencies to global brands.

Core culture and values of Norstat

“For me, the best thing about Norstat is the high pace and the constant demand from clients for high-quality data,” Henrik reflects, adding that Norstat’s culture of friendly, capable, fun and loyal colleagues, both in Sweden and across the company’s European network, make each day a rewarding experience.

The market outlook

“I am certain that the demand for high-quality data will increase, and the market will continue to grow,” Henrik predicts. “More and more companies will start using external data as an integral part of the decision-making.” He notes that quality will be an essential requirement and adds, “Clients will value speed, partnerships with experienced suppliers, and great customer service. The B2B segment will also continue to grow in importance.” These shifts leave Norstat perfectly positioned, with invitation-only panels featuring genuine, verified panellists.

AI in market research

“I think AI will start to have an impact on operational excellence and efficiency gains primarily at this point; we see that internally already today,” Henrik observes. “Using AI for research, analysis and strategic advice will, of course, also be very powerful, but there are also drawbacks and potential traps here. The market research industry needs to embrace AI but define a set of standards for how this should be done.”

A favourite project

“I like projects of all kinds, but perhaps most of all where we get into discussions with clients who turn to us for advice and guidance on specific data collection needs they have,” he says. Drawing on the experience of tens of thousands of projects, Norstat delivers optimal solutions supported by a high-quality panel providing access to respondents across 19 European countries. It’s this combination of expertise and capability that builds trust and drives results.

Why choose Norstat?

“Because we are the best advisors in the market when it comes to setting up a successful data collection project,” Henrik concludes. “We cover all our clients’ fieldwork needs with consistently high quality. Our project managers have an in-depth understanding of their markets. But besides all that, we are really skilled and easy to work with, and we guide our clients every step of the way, from start to finish.”

Norstat – data to trust, for decisions that matter.

Learn more about Norstat Sweden