Swedish Moderators

Hem
Sverige
Stockholm
Swedish Moderators

Stockholm, Lund, The Nordics, Europe. Qualitative Research Insight Agency. Market Research Experts: Focus groups, In depths, Online & Ethnography. Innovative. AI.

Qualitative Certification.

02/04/2026

Swedish Moderators wish you a peaceful Easter

06/03/2026

Never stop playing 🧸 🚂 🐝 🌺 ☀️ So fun, and a privilege, to be part over several years as Qual insight provider in the journey leading to the imaginative and enchanted world of BRIO Flora - where we have been talking and listening to kids & parents in different countries.

https://www.facebook.com/share/v/1CVAzGUmdL/?mibextid=wwXIfr

05/02/2026

We’re following the beginning of the year tradition of lecturing at LTH, Lunds Tekniska Högskola on Qualitative Research Methods. As always great to meet the students. While technical breakthroughs have been unprecedented, we see even more importance of understanding and studying basic human behaviour up and close face to face with people.

19/01/2026

Anyone else looking forward to spring? Swedish Moderators send you all best wishes and loads of great energy for the new season. 🙏🏻 ☀️

17/10/2025

FUN FRIDAY FACTS

So proud to see the result of BRIO Flora, which we have worked with iteratively for several years, displayed in large models at NK's display window!

Don’t forget to buy it and let some of your beloved go into the magical world of BRIO Flora and take care of everything that grows, from plants to flower petals. Build cozy houses, decorate with beautiful flowers and go on magical adventures together. An educational, imaginary and fun toy.

Watch the story here: https://www.youtube.com/watch?v=qM6TeQ20LQE&t=4s

14/10/2025

Message received...?
We had the enjoyment of listening to an event arranged by Marknadsföringen, MIS Stockholm at TV4, where Kantar, Åkestam Holst and Spendrups also contributed to the event. The topic was how to create commercials that stand out and add to the short-term sales & ROI but also to the long-term brand equity. 554 Nordic commercials were tested on a lot of variables and 192 of the commercials were Swedish.
....not so clear!
The ads in Sweden do not perform as good as the other Nordic countries - not by a long shot - and score minus 17% on the short-term effectiveness and minus 13% on the long term-effectiveness. They are too complicated, forget to deliver on the basics – specifically missing that the message should be perceived as intended, this as creators do complicate it a bit sometimes. Sometimes the brand is not clearly displayed in the commercial - or not even possible to decipher, not even in the long run (!).

The people who will view - the real "target" - is not stupid however maybe the ad makers forget that the target is not (that) interested in commercials, they do not try to figure out what the idea behind the story is, they use second screens, walk away, chat with their family/friends, take out the dog, e t c, e t c, when a commercial pops up. After all - they are people. They are human.

KISS – Keep It Simple, Sonny
So, with this said, there is a risk of the classic, well known "marketing myopia" - people in the marketing business are not representative of the primary people targeted. Those that you want to reach are maybe not as interested in trying to figure out the story, wanting to tweak it, dig deeper into the subject and or even thinking that the things advertised are neither that cool nor that clear.

So please, step up, do your homework, pre-test your commercials so the intended message is perceived by the target in the same way as you want to.

Swedish Moderators help many brands to a decision-making basis for your further, own design of your successful campaigns. Just reach out if you need help!

Do you Copy?

10/10/2025

What a difference a year makes…or? Do get in touch to get actionable insights for your success story ✨

24/09/2025

Connecting People. Classic copy idea. How simple it may look. If the idea King 🤴🏼 how much does the idea itself carry before details is sub-optimising and diluting the core strengths?

What other brands do you think could have gained from sticking to its core? And could potentially return for a successful new start?

We can begin: The Swedish automaker SAAB. A magnificent and unique car brand with a great potential.

(Disclaimer: We don’t own the rights to the images so let us know if copyright issues and should be removed)

20/09/2025

Wishing you a peaceful weekend 🙏🏻 These winged friends from our Friday lunch meeting reminded us of not forgetting to enjoy the simple Joys of Life.

20/09/2025

Probable Power? Probably

12/09/2025

Probable Power, Probably.
Hypothesis of the day: Do not underestimate the Power of the People…and the Un-power of not Knowing.

Another hypothesis is that it is not entirely unlikely that someone with Power in an office somewhere, to the tune of a Power ballad - heard often in commercials - thought that the target group would rejoice over an offer that would partly give good PR
and partly good ROI numbers at the Power bank (for a small advertising money spent). This because it is unlikely for about 70% of a fertile target group to get pregnant during a month - and most unlikely that the 30% likely to get pregnant even believe they have a need for the offer. Is this likely?
Probably, Power.

Now that didn't quite turn out as thought by someone with Power-thinking, did it? Probably it would instead have been a Power idea during the eating of a Power-bar to e-mail someone from their Power-book and pre-test the campaign - talking and listening to the Right target group – establishing if the intended message was perceived in the same way by the Power target group. Getting the solid ground for a Power advertising relevant impact based on a Power Presentation consultative advice in the Power-point report results.

Baby, listen and talk to People first, ok? We adapt to the Context relevant approach, from larger Qualitative surveys to status checks needing fewer interviews, As well As Consulting and idea generation, based on a mix of experience, market knowledge and focused Cultural approaches. Happy customers, Happy client – and we are of course Happy to help you!

Swedish Moderators.
Human Power…oh, sorry……….
Human Behaviour is Our Business.

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