Sifo 1984 s3

Consumer market research and household finance studies is a distinctive area within Sifo’s organization. Here we draw on a full repertoire of research routines: concept tests, product tests, package tests, problem detection studies, advertising research, store performance, and many others.

The overall objective of Sifo’s market research is to be problem-oriented so that our findings will be of maximum possible use to the client. This objective has led to Sifo’s becoming well- known as a general consultant: Assignments involve broad consulting services, including problem definition, research, recommendations, and long-term monitoring of market shifts.

With regular clients, Sifo may set up networks for electronic data communication. When linked to analyses of shopping baskets as revealed by electronic cash registers, this becomes a potent marketing tool.

Among the whole range of media surveys offered by Sifo are the testing of new media and sophisticated readership surveys.

The first larger investigation of current Swedish lifestyles took place in 1976 and was subsequently published in Hans Zetterberg’s book WORK, LIFESTYLE AND MOTIVATION. This study was followed in 1980 by a typology analyzing why people live as they do.

These typologies are now being used in Sifo’s yearly research service DIAGNOSTICA, which relates consumption and media habits to lifestyles.

Marketing has also become an important tool for suppliers of industrial goods and services. In “business to business” market intelligence, communications and corporate values help companies build preferences for their products

Research on attitudes facilitates a clear definition of the company’s corporate personality. This has a positive impact both internally on employees, and externally, on many different groups, from suppliers and clients to the financial market and the community environment.

Sifo has a strong standing as a research partner in the automotive industry. Among the other markets that Sifo is developing are the health and pharmaceutical market and the computer and office automation industry. In both these sectors, Sifo has research executives with extensive know-how.

Thirty years of opinion journalism has made Sifo the undisputed market leader in this segment in Sweden.

The most important project is the monthly ELECTION BAROMETER, cosponsored by four daily newspapers, each of which represents one of the four largest political parties. The survey is a well-known and trusted indicator followed closely by the media and by the political parties. In the 70s, the barometer proved to be one of the world’s most accurate in forecasting election results on the basis of random sample interviews.

	Common production unit for all four marketing companies, with experienced supervisors of field work and support staff
	One of Europe's most advanced computer-assisted telephone interviewing centers.
	Questionnaire printing shop

	A nationwide corps of 230 interviewers recruited within a master sampling frame representing a miniature Sweden.
	A special laboratory for video-taped group interviews
	A weekly, in-home omnibus survey

Average monthly total of interviews in 1984: 2800 face-to-face, 4100 telephone interviews, 85 group interviews, and 1400 mail surveys.