Lacking in local market size, with population half of California’s, this region has nevertheless managed to put its name on the global tech map. This is where entrepreneurship, innovation, infrastructure, friendly state policies and high education met to create European and global technology leaders. It’s been like that for decades. Global tech and telco brands like Nokia, Ericsson, Skype, Telenor and Tele2 all come from here, as well as thousands of small tech companies popping up across the region. Back in the early days of mobile, while Americans, Brits and Canadians were still using pagers, Scandinavians were already happily writing text messages to each other on their Nokia’s and Ericsson’s. Scandinavia is also the place where online research made its early steps, and where many of the survey software tools started, including Confirmit, Questback and many more. In short, great place to talk about technology in research.
And that’s exactly what Vision Critical did last week, organizing a client event with its local partner Sinitor. The event was held on the top floor of Stockholm’s high rise Wenner-Gren Center. We also had luck with the notoriously unpredictable Stockholm weather. The sun was shining on clear blue skies, and we enjoyed amazing 360 views across the city!
Over 50 marketing professionals from major Swedish and international companies came to listen and discuss latest developments in the world of Social Media & Research Communities. The event was opened by Lars Andersson, CEO of Sinitor, who announced the launch of Nordic Voices, Sinitor’s own community panel running on Vision Critical’s industry leading Sparq platform. The stage was then taken by Ray Poynter, Director of Vision Critical University and author of the bestseller ’The Handbook of Online and Social Media Research’, who talked about latest trends in research industry. It was my pleasure to present after Ray, and I decided to focus on how to manage brands in a social media world with help of online communities. The last one on the stage was Kris Hartvigsen, Vision Critical’s European Head of Client Developments, who presented examples of use of mobile technology in gathering insights from consumers.
Lots of questions and comments from the audience. How do we overcome respondent bias? How to combine community and national panel research? And of course, mobile. According to Cisco, in 2014 there will be more mobile phones than people on our planet. This group of people wants to be ready for the next revolution. Vision Critical and Sinitor have joined forced to make it happen. Watch this space!