The debate about the appropriateness of public organizations (such as municipalities, authorities or other administrative bodies) increasingly engaging in branding work flares up at regular intervals. Now most recently in relation to the issue of the growing number of communicators within Swedish administration. Branding has historically been associated with the private sector, and with attempts […]

A common misconception is that web panels need to be representative based on the demographic distribution of the population. However, it is the survey results that must be representative. What produces representative and thus reliable results is: Recruitment to the panel via probability sampling. Randomly stratified samples in each panel survey. Weighting on relevant variables. […]

The war in Ukraine that we have witnessed since the end of February 2022 has caused a strong reaction from both governments and societies across the democratic world. The economic sanctions imposed on the Russian economy led to the withdrawal of most global brands from this market. However, several brands avoided this movement and at […]

Will sales of a new protein powder get a push from those who neither exercise nor believe in supplements? No, it can’t. If generation Z belongs to the TikTok generation and is the target group you want to reach, should you spend the same amount of budget on other social channels like Facebook and Instagram […]

The average Swede has a good grasp of the proportion of foreign-born people, but a much poorer grasp of the proportion of foreign citizens. Novus has asked the Swedish people what percentage of the Swedish population they think was born abroad and what percentage are foreign citizens and compared the answers with SCB population statistics. […]