Local Data Matters: Interview with Linda Ezera, Managing Director at Norstat Latvia

Industry expertise

With nearly 20 years of experience in the market research industry, including roles on the Latvian Sociological Association board and as the official ESOMAR Representative for Latvia, Linda explains that her “deep understanding of the entire research process” allows her “to see the full scope of the industry and deliver best-in-class solutions and insights to our clients.” She’s proud to be recognised as an Insight250 winner, an acknowledgement of global leadership, innovation, and influence in the insights and research community.

Linda finds real motivation in “leading a talented team, solving complex challenges, and ensuring our work creates real value.” Her hands-on experience, along with leadership roles in both national and international research organisations, keeps her close to the evolving needs of the industry and allows her to “contribute meaningfully to its advancement.”

Inside Norstat Latvia

Norstat Latvia was established in 2008 and has demonstrated consistent growth ever since by combining high-quality data collection with advanced digital products and solutions. “We work with leading brands, government institutions, media, research and marketing agencies, non-profits, and start-ups,” Linda explains. From quick, small-scale projects to large, multi-market studies, the team’s deep understanding of client needs and a tailored approach ensures every project delivers not just data, but real value. “We are continuously evolving and investing in the latest technologies to ensure we can keep delivering trustworthy, reliable data, on any target group,” adds Linda.

Core values of Norstat

“The best thing about Norstat is our ability to deliver the highest-quality data backed by a strong, collaborative European network,” Linda reflects. “All Norstat countries work closely together, enabling us to efficiently collect data across any market our clients are interested in, both quickly and seamlessly.” She highlights Norstat Express as another example: “This self-serve tool allows clients to gather data and insights within just a few hours and has recently been enhanced with AI support to make the survey creation process faster, smarter, and more intuitive.” This combination of quality, speed, and international reach ensures that Norstat consistently provide the best possible solutions to support confident, data-driven decisions.

The future

Linda is seeing a clear shift towards more personalised and agile research methodologies: “Clients no longer want one-size-fits-all solutions. They expect partners to adapt quickly to changing market dynamics and deliver insights tailored to their specific needs,” adding “flexibility, speed, and relevance are becoming more important than ever.” Norstat, by offering adaptable, client-focused solutions and high-quality data, can help businesses stay ahead in an increasingly fast-paced and data-driven world.

Embracing AI

“AI is already transforming the market research industry, not only by enabling us to deliver even higher-quality data through new processes, but also by empowering clients to maximise the potential of data analysis,” Linda observes, adding: “Data can be analysed more quickly, uncovering patterns and insights that might otherwise remain hidden. But AI doesn’t replace human expertise, it enhances it, freeing up researchers to focus on strategy, interpretation, and innovation.” In Linda’s view, AI elevates both the research process and the impact of its outcomes.

A favourite project?

“At Norstat Latvia, we don’t have a ‘favourite’ type of project… we genuinely enjoy working with a wide range of clients, from small startups to large corporate organisations,” Linda explains. “What truly excites us is seeing how data makes a real impact. We love when the data we deliver leads to actual change, supports important decisions, or helps shape strategy.”

Why Norstat

“Clients should choose Norstat because we are committed to delivering the highest quality data in the industry,” Linda concludes. With one of Europe’s largest and most trusted consumer panels, Norstat can reach even the most specific target groups with precision. She adds, “We continuously invest in innovation, both in technology and methodology, to ensure our clients have access to the most efficient, modern, and impactful research solutions.”

By working with Norstat, a true one-stop shop for quantitative and qualitative data collection, clients gain a trusted partner that’s focused on helping them make informed decisions through trustworthy data.

Learn more about Norstat Latvia