The power of one: Norstat’s One-Stop Shop for data collection

As a leading European data collection provider, Norstat has embraced the rising demand for high-quality data with a comprehensive “one-stop shop” approach that combines methodologies, technology, and expansive consumer panels to meet client needs, whatever insight need they have.

“Our mission is simple: deliver high-quality data—whether it’s through large-scale quantitative surveys or focused qualitative assignments—all from a single trusted provider,” says Norstat CEO Erling J. B. Eriksen.

“Regardless of whether you are a marketer, a management consultant, or an academic, you should be able to get the data you need efficiently and reliably without having to go to multiple providers.”

The value of combining different types of data

Quantitative research provides the “what” with large-scale, representative data, while qualitative research explores the “why,” offering depth and understanding of consumer motivations.

These distinct methodologies have traditionally been handled by separate entities with specific competence in one or the other. But Norstat bridges the gap by offering both within a unified framework in markets across Europe.

“Historically, many providers specialized in either quantitative or qualitative research,” Eriksen explains.

“But our extensive consumer panels and technological capabilities allow us to deliver both seamlessly. For example, we can identify specific segments within our panel—like mothers who enjoy pizza and drive Fords—for surveys and follow-up interviews. It’s all part of one integrated system.”

This integration benefits clients by simplifying processes, reducing costs, and ensuring consistent data quality, whether in local markets or across borders.

“It’s like going to a supermarket,” Eriksen adds.

“If your local store sells only milk but not cereal, you’re forced to shop elsewhere to get what you need. We ensure that our clients can get everything they need from us without added hassle.”

Having Norstat as a data collection provider ensures stress-free fieldwork for researchers, allowing them to focus on analysis and insights rather than worrying about how to get the data in the first place.

“At Norstat, collecting data is why we get out of bed every day. By giving us an opportunity to focus on our passion, we make it easier for marketers and researchers to focus on theirs,” says Eriksen.

The backbone: Norstat’s consumer panels

With over 4 million panellists across Europe, Norstat’s consumer panels play a pivotal role in the company’s data collection capabilities. The panels allow the company to deliver precise, reliable data for both qualitative and quantitative studies.

“Without our panels, there is no Norstat,” he emphasizes.

An on-the-ground presence in several European markets allows Norstat to leverage valuable local expertise while also providing cross-border reach that makes it easier to “take the pulse of Europe”.

As a result, Norstat panels deliver. From large-scale, cross-border surveys to niche qualitative engagements, the panels provide unmatched flexibility and depth.

“Our panels provide the raw material that allows us to deliver data at scale and find the exact profiles clients need,” he adds.

“If you need insights from pregnant women in Germany, we can deliver both a survey of 500 respondents and in-depth interviews with five participants—all on short notice.”

Norstat’s local presence also makes it easier to invest in effective participant engagement strategies that maintain trust and reliability, ensuring panels remain robust, responsive, and high-quality.

“Panels must not only be large but also responsive. If no one answers, size doesn’t matter,” says Eriksen.

Custom service enabled by technology

Service is at the heart of Norstat’s one-stop shop model, which is designed to ensure clients receive smooth and hassle-free solutions that best meet their specific needs. Technology also plays an important role in powering Norstat’s approach to service by automating processes and enhancing the client experience.

For example, digital data delivery options such as dashboards and visualizations help make analysis faster and easier. In addition, apps and automated systems simplify the recruitment of participants for qualitative studies. Reminders are sent via email or text, and if someone cancels, replacements can be recruited automatically, ensuring projects proceed as planned.

“Our capacity to provide qualitative services in all our markets comes from a combination of service and technology,” Eriksen notes.

“From automated reminders to dashboards that deliver real-time data, technology increases efficiency and accuracy. Clients in turn benefit from efficient and hassle-free access to high-quality data so they can focus on analysis and insights.”

Norstat’s technology also includes products like Norstat Express for quick surveys, data visualizations, and integrations with tools like CRM. These innovations further position Norstat as a versatile, forward-thinking provider.

“We’re not just a data collection company; we’re a solutions provider,” says Eriksen.

Looking ahead: Using data to drive success

As Norstat continues to evolve, its focus remains on delivering high-quality data with speed and precision. Eriksen sees increasing demand for data-driven decision-making across industries, which aligns perfectly with Norstat’s strengths.

“Our claim to fame is delivering data—data only,” he says.

“We don’t do analysis; we leave the insights to our clients so we can focus on being the best at what we do.”

With a foundation of extensive panels, advanced technology, and a client-first philosophy, Norstat is well-positioned to lead data collection  industry into the future.

“The one-stop shop model is about making life easier for our clients,” says Eriksen.

“By handling everything from surveys to focus groups to real-time dashboards, we help them focus on what matters—using data to drive success.”