Data collection through our online Opinion Panel Åsiktsgruppen

We offer online interviews from our online Opinion Panel, Åsiktsgruppen.

  • Åsiktsgruppen was set up in 2007.
  • The Panel consists of a representative number of members of the public from all over Sweden.
  • Åsiktsgruppen currently has 70,000 members.
  • The members are randomly recruited by telephone.
  • We carry out roughly 200,000 online interviews per year.
  • We are a member of ESOMAR and follow their International Code on Marketing and Social Research Practice.

When should you choose online interviews as a data collection method?

One advantage of online interviews is that they are quick to conduct, and they are also a cost-effective option. This method allows you to reach many people quickly, and is geographically independent since the respondent can complete the survey while at home, at work or even abroad. It is easy for respondents to participate, and they are always paid after completing a survey. The responses reach us immediately.

Pictures, videos and audio clips can be used for clarification or to provide a basis for the questions. Using an online questionnaire can have advantages when dealing with sensitive topics, as the respondent does not have to open up to an interviewer. This method also has advantages when more detailed, open responses are needed.

How do we assure the quality of our online interviews?

To ensure that our Opinion Panel is of the highest quality, the members are randomly recruited by telephone. Recruiting members by telephone ensures higher quality than self-recruitment or online recruitment. The panel members are randomly selected with an even distribution of gender, age and location, which is a prerequisite for reliable results.

Your survey can be directed at a specific target group, as the information we hold about the panel members allows us to put together an appropriate sample for the survey in question. We keep the Opinion Panel up-to-date by recruiting 200-250 new members every week by telephone.

So as not to overtax our panel members, each member is invited to participate in only a limited number of online surveys every month. All the survey responses are anonymous and the members can unsubscribe from the panel at any time.

We are a member of the industry association ESOMAR. This ensures that we manage our online panel correctly, for instance with regard to recruitment, identity validation, profile data registration, maintenance and personal data protection.

References and experience of web interviews in the Åsiktsgruppen

PFM Research i Sverige AB implements an average of 500 surveys per year for companies and public organisations in
our local region, in Scandinavia and throughout Europe, which provide a reliable basis for decision-making.

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