Local Data Matters: Interview with Matthias Höbarth, Managing Director of Norstat Austria

A clear USP in Austria

With a population of around nine million, Austria is a significant German-speaking market, where Norstat has seen increased demand in recent years. “In Austria, our focus on high-quality data collection sets us apart,” Matthias explains. “Our panel quality is exceptionally good, thanks to early adoption of a range of measures, including two-step SMS verification and ensuring panellist recruitment is by invitation-only.” Matthias adds that the company has “a competitive advantage in covering a range of European markets,” thanks to its locally based experts and comprehensive quantitative and qualitative data collection offering.

Core values of Norstat

Matthias believes Norstat’s greatest strength is its blend of international reach and local presence. “Having local offices across Europe means we can inspire each other across borders,” he says, adding, “This collaboration and culture of sharing experience allows Norstat Austria to provide outstanding client service.”

The future

“The outlook for the Austrian market industry is positive,” Matthias notes. Citing conversations with local insights associations, he expects “a continued growth in online data collection over the next few years, with both online and offline research methods playing important roles in the market.”

AI in market research

Matthias sees AI basically as a powerful resource. “AI lets us identify and analyse very specific target groups, quantify what consumers think about brands and perform detailed geo-analyses,” he explains. “Forecasting and predictive models will become more precise, too.” AI also provides speed and scalability. In Norstat’s own offerings, he highlights its complementary role in Norstat Express, where “AI can optionally inspire how we formulate questions, accelerating survey design without compromising quality.” But while AI-driven methods can support some specific survey types or be a part of a solution, Matthias is clear: “Our core business, asking real people what they think and feel, will not be replaced by AI.”

A favourite type of project?

“Although the majority of our work in Austria is online surveys, we’re a full-service, one-stop shop for data collection,” Matthias says. “We offer survey programming, intuitive dashboards to visualise results, qualitative recruitment and more.” He’s particularly proud to work with well-known institutes, media agencies, and brands. Ongoing brand trackers for end-clients like Red Bull are a particular highlight, demonstrating Norstat’s consistent data quality over long periods.

Why Norstat

“It’s simple. Clients choose us for superior quality data and client service,” Matthias concludes. “Whether niche audience or large multi-market studies, our flexibility helps us find the best solutions.”

Learn more about Norstat Austria