NEWS22 June 2011

Norm launches Swedish parents panel

SWEDEN— Nordic market research agency Norm has launched a new panel of more than 2,000 Swedish parents who have children aged six and under.

In addition to launching the new panel, the firm has announced that it will be quizzing panel members with a new monthly omnibus survey that targets 500 parents of children aged six and under.

CEO Sophie Sandström said that “more and more” of the firm’s clients were looking to carry out research with Swedish parents, and the company’s previous policy of using a consortium of panel providers “has been proven to be unreliable, inefficient and costly”.

Both Sophie Sandström and co-founder Andreas Lee said that the firm was not moving into the fieldwork space, but “correcting a market inefficiency”.