What we need from you to get started

Summary

For e-Mystery Shopper™ and Persona Web Audit™ we need nothing from you besides briefing and your public website. For customer and employee surveys we need briefing + a contact file. No logins, no internal systems, no CMS access.

Phase 1 — Briefing (60 minutes)

The first formal meeting, usually via Teams/Meet. We understand your business, your goals and your decision needs.

What we discuss

• What decision will this research inform?
• Who is the target audience — customers, employees, prospects, market?
• Have you done similar research before? What worked, what didn't?
• What is your timeline?
• How will the result be used — internal report, leadership decision, communication?
• Any specific requirements (anonymity, GDPR, industry agreements)

Briefing can be held within 3–5 working days from first contact.

Phase 2 — Definition phase (1–2 weeks)

We propose a concrete approach. You review.

What we develop

• Questionnaire design — exact wording, order, scale
• Sampling strategy — which groups, how many in each, how stratified
• Method description — online survey, telephone interview, in-depth interview or combination
• Timeline — start date, fieldwork period, delivery date
• Delivery format — report, presentation, dashboards, raw data
• Commercial agreement — price, payment terms, DPA where needed

What you need to do

• Review and comment on the questionnaire — anything specific you want measured?
• Confirm segment structure — do we have the right regional/department breakdown?
• Sign the agreement and DPA

Phase 3 — Data file (for customer/employee surveys)

For NKI/NMI we need your customer or employee registers with contact details. For digital services (e-Mystery Shopper, Persona Web Audit) no data file is required.

The file is delivered encrypted (password-protected zip via separate channel). We delete it as soon as distribution is complete — it is never used for any other purpose.

Phase 4 — Internal approval (varies)

Some engagement types require formal internal approval before fieldwork starts.

Employee surveys (NMI)

Typically requires:

• Leadership decision — formal go-ahead from CEO or leadership team
• Union dialogue — information to local union representatives and any MBL negotiation (Swedish co-determination)
• HR/HRIS coordination — updated employee list
• Communication to employees — why the survey is being done, how anonymity is ensured

We support the process — texts for internal communication, FAQ for managers, documentation for unions.

Customer surveys in larger B2B organisations

Sales organisations often want to know in advance which customers will be contacted — so they aren't surprised when a customer calls them about the survey. We share distribution lists with sales leaders 1–2 weeks before sending.

Phase 5 — Execution (2–6 weeks)

This is where we do the work. You have no further duties until the report is delivered, unless an unforeseen question arises.

What we do in the background

• Pilot if relevant (5–10 responses to calibrate questions)
• Distribution and reminders (typically 2 reminders for online survey)
• Telephone interviews by native speakers
• Continuous data quality checks
• Weekly status report to you if you want one

Phase 6 — Analysis and report (1–3 weeks)

Statistical analysis, AI-driven sentiment analysis of open responses, driver analysis and thematisation. Manual interpretation by a senior analyst — every conclusion checked against the source.

What you receive

• Final report — Word + PDF, typically 30–80 pages with executive summary on max 2 pages
• Presentation — PowerPoint, 15–30 slides for leadership meeting
• Anonymised raw data — Excel/CSV for your own analyses
• Question document and methodology document — full traceability
• Interactive dashboard (where needed) — Power BI or Tableau

Phase 7 — Presentation and next steps (1 meeting + follow-up)

We present the result to leadership, discuss priorities and develop an action plan. Workshop support is included for NMI and often also for larger NKI engagements — we come on site and run workshops at group level where employees or sales teams themselves discuss the results and develop action plans.

For international engagements we typically present in English to international leadership, plus a Swedish version for Swedish leadership.