Posted on September 18, 2014 by Opticom

Opticom are pleased to announce our partnership with SynGro, a world leader in customer experience management technology. SynGro share our commitment to turning customer feedback into valuable insight to drive strategic action and tangible value.

Today’s business benchmark “Customer Experience”
Gartner defines customer experience management (CEM) as “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.”

Our customer experience software gathers feedback from any source including in-person and telephone interviews, SMS/web/IVR surveys and even complaints, reviews and social media. Feedback is analysed in real time with critical trends and topics automatically distributed to the right people to take the right follow-up actions.

By integrating this real time feedback with financial, operational and geographical data unique to your company, a true single customer view emerges. The result is loyal customers who spend more and promote your brand.

Opticom and Syngro would like to invite you to learn more about today’s business benchmark ”customer experience” and how we can help you drive value from insight. To book one of our exclusive 1-to-1 customer experience discovery sessions in November, call Tejpal Chugh, Customer experience specialist on +46 708 39 90 07 or email him at tejpal [at] opticom [dot] se.



Posted on September 14, 2014 by Opticom

Collaboration is the key to a more holistic view and good health economics and the pharmaceutical industry should be a key player in this. At the same time, it may be high time for the pharmaceutical industry to revise not only its own strategies, but also its self image: To dare to stand for and communicate what the industry actually does and can do in the future. These are some of the results of this year’s industry study conducted by Opticom International Research in collaboration with the Pharma Industry and LIF.

Opticom International Research has since 2010 every year conducted a study in the Swedish pharmaceutical industry in collaboration with Pharma Industry, where people working in the pharmaceutical industry will offer their opinions and predictions for the industry. Since 2012, LIF (the trade association for the research-based pharmaceutical industry in Sweden) has also participated in conducting the study. The aim of the study is to identify the industry’s perception of itself and the perception of its role within the Swedish health care system in order to identify both opportunities and threats for the future.



Posted on September 5, 2014 by Opticom

Opticom International Research today announces the “Part II – Brand Owners” of the results from “The Brand Tracking Survey – Cartonboard for consumer packaging 2014” defining and ranking the most valuable virgin fibre cartonboard brands in Western Europe according to consumer goods brand owners.

The ranking of brands, the Opticom Brand Equity Index, takes into account both awareness of and satisfaction with the brand. Satisfaction encompasses quality and service associations, perceived brand performance as well as loyalty towards the cartonboard brand.

The results are based on interviews conducted in February-April 2014 with 377 brand owners located in Western Europe, representing six different end use segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits. In total 45 different brands were evaluated by the brand owners.

Most valuable brands in Western Europe – based on the Opticom Brand Equity Index

This year’s ranking presents 11 brands qualifying for the index (12 in 2012); and the 3 most valuable brands, overall, are Tambrite (from Stora Enso), Invercote and Incada (both from Iggesund). These brands were also in the top three in both 2010 and 2012 but have since then switched places.

See the full ranking here.



Posted on September 2, 2014 by Opticom

Opticom International Research today announces the results from “The Brand Tracking Survey – Cartonboard for consumer packaging 2014” defining and ranking the most valuable cartonboard brands in Western Europe according to carton converters.

The ranking of brands, the Opticom Brand Equity Index, takes into account both awareness of and satisfaction with the brand. Satisfaction encompasses quality and service associations, perceived brand performance as well as loyalty towards the brand.

The results are based on interviews conducted in February-April 2014 with 220 carton converters from eight Western European countries: Germany, the UK, France, Belgium, the Netherlands, Spain, Italy and Switzerland (new). All the converters who participated in the survey to some extent use virgin fibre cartonboard for their cartons and produce folding cartons for at least one of the following end use segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits. In total 58 different brands were evaluated by the converters. To qualify for the ranking, a brand must be evaluated by a minimum of ten respondents. Respondents cover a range of functions although most are related to purchasing and selection of cartonboard.

The survey shows that the levels of awareness for most of the FBB brands remain on similar levels as in 2012, whereas SBB brands show a positive development. Another important finding from the survey is that the brands overall are closing the gaps between converter expectations and brand fulfilment.

See the full ranking here



Posted on April 2, 2014 by Opticom

Opticom attended Läkemedelsdagen 2014 at Nalen where the road to a more equal health care for all was in focus.

Ordnat införande, horizon scanning and structured follow-up were topics that were presented and discussed. In the panel discussions where Anders Blanck, LIF, Hans Karlsson, SKL, Heidi Stensmyren, Läkarförbundet and Calle Waller, Prostatacancerförbundet participated, critiscism was expressed against the models’ focus to be more on order and structure and follow-up and very little on introduction.

There are different roads to take, either you can act in the existing systems, i.e. to do something that may not be good, but at least better than what is done today or you can do something new and make a difference. Representatives for the industry, patients and clinics consider “ordnat införande” to be a far too weak effort and point out there is a greater need for speed that cannot be accommodated in the current systems.

During the day more criticism was expressed towards the current health care system in Sweden:
“Today we have a very weak uptake of new drugs in Sweden and that is a major issue. Many believe we still have a growing budget for pharmaceuticas in Sweden, but this belief is wrong, this budget has not increased in many years.” (Robert Ström, LIF)

“There is a lot of money that is used wrongly in the health care system in Sweden. If we would use the money in the right way, we would not need any private health insurances. Just to move a recycle bin for batteries 2 meters can save hours for health care personnel and before we have looked at all these kinds of improvements, I think we should not start to discuss private health insurances.” (Barbro Westerholm (FP), member of parliament)



Posted on March 3, 2014 by Opticom

Every year Opticom conducts over 60 000 telephone interviews with respondents all over the world. In addition to this Opticom staff travels across the world interviewing our clients’ customers, printers, converters, merchants, advertising agencies, paper mills, doctors, patients, purchasers, retailers, and end-users on behalf of our clients.

Opticom’s competitive edge lies in conducting all fieldwork with our in-house native speaking work force. In 2013 over 60 researchers with about 30 different nationalities were engaged in these projects. All researchers are recruited in Sweden and are stationed at our company headquarters in central Stockholm. As a matter of fact, with such an international workforce, operating from one location, Opticom is one of the most international companies in Sweden. Around 75% of salaries paid by Opticom are to employees who are a foreign national – a truly multi-cultural global village.

In order to facilitate such an ongoing international operation Opticom invests considerable resources into recruiting and training well-educated and professional researchers. Safeguarding quality in the interview process is for obvious reasons one of our main concerns at Opticom. The old wisdom that an analysis is never better than the information it is based on, makes recruiting talents extremely important.

Anette Eng, HR Manager and Head of Research Department, is in charge of this momentous task at Opticom. Anette Eng, born in Sweden but raised in Sweden as well as Greece has a multi-cultural heritage herself. Besides growing up in a bicultural family, she spent extensive periods abroad studying in Italy, Spain and France. Her studies in marketing, human resource management as well as languages provide her with the perfect background for managing Opticom’s international staff. In her daily work, Anette Eng makes it her business to create the perfect team of researchers for every project, regardless of project size, type, industry segment and geographical region.

Working with so many nationalities at one single location sounds very interesting but how does your staff feel about that? 

It is true that it is very interesting and I feel very privileged to be able to meet with, recruit and work with such talented and well-educated people from all over the world. I think that most of those choosing to work at Opticom feel the same way and often choose to continue to work here because they enjoy being in our international environment.

How do the respondents react when someone, speaking their language perfectly, calls them from Sweden?
Respondents often compliment our interviewers on their excellent language skills. When they realise that the interviewer is actually from their own country, a conversation about this naturally evolves. This works as an ice-breaker and often forms a good starting point for the rest of the conversation.

What kind of personalities are you looking for when hiring researchers?
First and foremost it is important that they have a positive attitude and good communication skills. We are very well aware of the importance of our interviewers sounding professional, but they also need to sound glad, since a smile can even be heard over the telephone. Besides these essential skills in communication, we require our interviewers to be very efficient and accurate. Finally, experience and a background in marketing or sales or within one of our specific fields is of course a merit.

Is it not better to subcontract fieldwork to local research companies throughout the world?
In some cases this might be a good alternative, but we find that managing and conducting all parts of the research from one single location is more cost-effective and provides better quality. With one project team for all local markets, Opticom makes sure that no tasks (e.g. project management) are duplicated. This also minimises the risk of performing the tasks in different ways that would negatively affect the consistency and reliability of the study’s results.



Posted on January 24, 2014 by Opticom

In 2014, Opticom adds communication to its research and consulting offering.

At Opticom, our roots stem from research and analysis which provide our clients with true knowledge. This knowledge serves as the foundation for decisions that aim at creating value on the bottom line. Carl Michael Bergman, CEO at Opticom International Research says: “Numerous client testimonials show that research pays off”.

Over the years, we have added consulting to our offering, helping our clients to reach insights that allow even better decision making. These two disciplines have built our success, and allowed us to work with an incredible list of globally leading companies. “It is a privilege to serve all these companies on a long term basis”, concludes Mikael Selling, CEO at Opticom Consulting Group.

Still, it is our profound belief that although knowledge may explain even the most complex matters, only communication has the power to create lasting change. That is why we now add a third leg to our business, communication.

We do so by starting a new company, Opticom Incite, run by some of the most acclaimed advertising experts in the Nordics. They have a long experience from working with complex, international tasks for major, global corporations.

“It is our ambition to help Opticom clients – old and new – to improve their business using efficient creative concepts”, states Martin Kubu, CEO at Opticom Incite.

With these three functions, we can now offer a seamless process – from Analytic Research, via Strategic Advice to Creative Concepts – aiming at making a difference on the bottom line.

For more information, please contact Mikael Selling or Carl Michael Bergman at +46 8 50 3090 00 or by e-mail at mikael@opticom.se or carl.michael@opticom.se.



Posted on January 21, 2014 by Opticom

Opticom International Research now presents the results of the 11th edition of the “Brand Equity Tracking Survey – Office Paper”. This industry standard benchmark survey for office paper brands has been conducted among 2 100 professional end-users across 7 countries in Europe. The countries covered are Germany, France, the United Kingdom, Italy, Spain, the Netherlands and Sweden.

Given its enormous strength when it comes to spontaneous awareness Xerox is still in the lead. Navigator reinforces its second place, whereas HP has taken over the third position from Lyreco. The brands in second and third place are close but have very different strengths; Navigator is evaluated in more countries and its strength lies in quality, while HP is still stronger on spontaneous awareness in bigger markets such as Germany and the UK.

“Besides looking at brand equity, some of our clients indicated during the start of the project that they also wanted us to look at who the main brands are bought from,” says Marijn van der Sluijs, Project Manager. “This has finally allowed us to map where the leading brands are bought and which brands the leading suppliers focus on, adding a whole new dimension to the information provided by the survey.”

See the full ranking here.