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AskSweden is a research company, specialized in all dimensions of Customer Experience.

We provide insights to develop better customer experiences, products/services and stronger brands. We have the right tools, knowledge and experience to be an ambassador for the customer in any organisation, large or small, private or public. We bring them into your reality to create clarity for what they want to get done.

Our customers are large enterprises, SME:s, consultancies, research companies, public sector and NGO’s. AskSweden is proud member of ESOMAR.

A collective of amazing people.

Johan Jyrwall and Peter Söderlund shared the idea for starting a cx research company – but then a rather different one. Instead of the cold, hard consulting approach, AskSweden should be more about empathy, inclusiveness, positivity and collaboration – without losing the edge of being a research partner. 

And so far so good.

AskSweden are a curious bunch of people from different backgrounds, interests and goals in life. And thats how we like it. Diversity is the game for the 21st century, Nobody has all the answers and it is together we thrive and solve things.

At AskSweden you meet an experienced team of researchers, moderators, management consultants and service designers. All super smart, curious and a bit crazy.

We encourage an entrepreneurial mindset, new ways of working and new initiatives for ourselves and for our clients.

And you are most welcome to join the quest. Why not start with a fika?

Our CX journey
started long time ago.

Collectively, we have over 60 years’ experience from the research industry.

We have worked with clients from a wide range of businesses, categories and customer problems, in both the consumer and professional markets.Our projects are large and small, qualitative and quantitative. But there´s always one thing in common. To deliver the customer point of view to our clients.

Our passion as researchers has led us to always dig deeper, to understand and be able to deliver the answers that will make the difference.

We know that the CX paradigm take customer insight to a new level. It is a mindset and toolbox to build better and more profitable businesses, centered around the customer and employee experience.

Everything’s connected, and we help you connect the dots.

Meet our core team

Johan Jyrwall

Quantitative Research

At AskSweden Johan is responsible for quantitative research projects, recruitment and general Business Development.
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Johan is an accomplished research professional with over fifteen years of experience in the market research industry at different positions.

Johan has worked with a long range of clients from diverse business sectors; both domestic and international. Focus on quantitative research and project coordination.

Johan has been responsible for some of the most prestigious academic surveys in Sweden such as The European Social Survey (ESS) and Global Entrepreneurship Monitor (GEM).

Peter Söderlund

Qualitative research

At AskSweden, Peter is responsible for qualitative research projects, trend and future spotting and general Business Development.
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Peter have helped clients in the private and public sector understand people, markets and their possibilities during 20 years.

Peter have a track record as strategy, brand and management consultant and positions as marketing director, service designer and a qualitative researcher.

Peter is always on the lookout for what gets peoples juice’s going and the trends that will influence the needs of tomorrow.

Johnny Stäveborn

Programmer/Data processor

At AskSweden Johnny handles advanced scripting, data processing, weighting and tabulation/charting. In short a
wizard working his magic.
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Johnny is an experienced programmer/data processor with over 20 years of experience. Johnny has worked with all types of quantitative research projects such a small ad-hoc projects to large
multi country trackers.

George A. Berglund


At AskSweden George is responsible for statistical analysis, modeling and quantitative research development.
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George has 35 years of experience in marketing, market analysis, statistical analysis, brand development and model building regarding surveys and business models.

The experience ranges from B2C to B2B; from FMCG to heavy industry. Positions in the business community include Chairman of the Board, CEO, SRE, board and advisory roles.

Special expertise in creating and using market surveys as tools in strategic development - market development - organizational development.

Ask Sweden, anything..

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