For the third year in a row, The Swedish Childhood Cancer Foundation arranged a gala-night with the main purpose to get TV- viewers to become children's supporters/monthly donors to support children in the battle against cancer.

Opticom took the opportunity to hear and discuss What’s cooking in Pharma, at the annual Eye for Pharma’s Barcelona Conference 2017.

Our latest edition of Forest Insights is packed with useful information, why true customer insight requires more than yes/no, how we speak your and your customers' language to provide a level of accountability and quality, also, find out what Klabin says about us.

Why Opticom? “We had seen some very interesting results from a consumer survey Opticom conducted for SCA in Europe, the U.S. and Asia and we were keen to do the same in Latin America. We wanted to examine consumer perceptions of the paper and board industry and of our brand in the market.

Our latest edition of Forest Insights is packed with useful information on how to turn data into knowledge. Understand why accurate market research matters, the pitfalls to watch out for if conducting your own surveys, and our Top 10 tips for getting it right first time.

SCA is no stranger to our services having used Opticom for numerous customer surveys over the years, but the company’s intention to treble its CTMP capacity was an added impetus to conduct a CTMP-specific customer survey.

The latest issue of Forest Insights is out now!

We know that and so do you. Job done? If only. Trees are an emotive issue for the consumer, who likes seeing trees planted, but not harvested. So what to do?

A strong brand can mean the difference between winning or losing out on new customers, maintaining the loyalty of existing ones, especially in a buyer’s market, and even securing a price premium.

Don’t be tempted to think ‘job done’ when the creatives hand over your new logo. It’s essential to track whether your investment is achieving what you had hoped for, both internally as well as externally.

Building a brand is one thing, staying on brand is another. It requires consistent action and sense of purpose over time. Internal communication needs to be aligned to ensure that everyone understands the company’s brand values and can communicate them.

You’ve recognised the importance of branding and know you could do better. So where to start? With positioning.

The forest industry laments the fact that it is misunderstood, that consumers fail to appreciate the inherent sustainability of forest products, and that such a highly sophisticated and diverse industry is often treated as one giant commodity. But it doesn’t always ask why.

Welcome to Opticom’s second customer newsletter. We hope the first gave you a few things to think about – do let us know if you found it useful.

Welcome to Opticom’s second customer newsletter.

What does the future hold for your business?

In the fight to get a customer’s attention, it can be tempting to bombard them with information and hope they will pick up at least some of it. But in a time-poor, screen-addicted world, information overload is usually counter-productive. If you want people to listen, it’s quality not quantity that counts, according to Opticom’s Martin Kubu.

If you enjoy a long-standing relationship with your Purchasing contact, it can be tempting to think ‘job done’. One-to-one chemistry is extremely important in business, of course, but have you asked yourself what understanding the customer really means? A chat with your main contact and maybe a few others within his/her department is far from the full picture.

Opticom’s extensive work on consumer perception confirms there is still a deep unease around a business model that relies on cutting down trees, because trees are an emotive subject, not a rational one. Understanding this key point and the perspective of the end-user can be a good start: Consumers believe trees are for planting, not harvesting.