Some of our clients:

AkzoNobel, Antalis, April, Arctic Paper, ArjoWiggins, BillerudKorsnäs, Burgo Group, CEPI, Double A, Euro-Graph, Grupo Portucel Soporcel, Holmen Paper, Hewlett Packard, Iggesund Paperboard, International Paper, Lecta Group, MeadWestvaco, Metsä Board, Mondi, Munksjö, Norske Skog, Office Depot, PaperlinX, Papyrus, Sappi, SCA, Setra Group, Steinbeis, Södra, Stora Enso, Tetra Pak, Tullis Russell, UPM
Successful companies in the forest industry have realised that they have to look at things from another angle. They look through the eyes of the customer. They find out what is going on in the market. They scour the market for ways to differentiate themselves from competition. They integrate their decision making with regular and systematic market studies in order to investigate:

  • How can we become a better supplier?
  • How can we create more loyal customers and build partnerships?
  • How can we find preconditions for a more favourable price setting?
  • How can we develop new products, service concepts and the like?
  • How can we create meta-value deriving from our product brands with better margins?

With more than 25 years of experience of serving the forest products industry, Opticom is a trusted market research and consulting partner to many of the leading companies on all levels in the value chain; ranging from suppliers to the paper industry, through paper and board mills to paper merchants from Europe, the Americas, Asia, Africa, and Australia. Furthermore, companies engaging Opticom include suppliers from other related fields, such as wood products, but also companies close to end-users such as office supplies resellers and OEMs selling great amounts of office paper. The quality of the information provided together with Opticom’s strong reputation in the industry, guarantees credibility of the results throughout your organisation and provides you with security in decision making.

Workshops on customer feedback help Munksjö in achieving its business goals
Munksjö has the aim to be a global leader in high-quality specialty papers, providing customers with a unique product offering for a large number of industrial applications and consumer-driven products. In developing its strategy and business planni...Continue reading →

AkzoNobel: Breaking new ground in terms of customer contact and communication
“Eka, or AkzoNobel Pulp and Performance Chemicals as we’re now called, has, in conjunction with Opticom, broken new ground in terms of customer contact and communication,” says company Sustainability Manager Maria Norell very enthusiastically. ...Continue reading →

How Södra Cell benefited from implementing Opticom's Future Lab concept!
"For some time now, the paper market has been undergoing significant changes, with reductions in the consumption of several different paper grades, which in turn has seen a reduction in the consumption in pulp. This is a trend we expect will continue...Continue reading →

Iggesund becomes a trademark
Holmen succeeded in registering the name Iggesund as a trademark. Iggesund is now part of an exclusive group including fine Swedish companies such as Gustavsberg, Orrefors and Kosta Boda. Still, this valuable outcome was not the only value in going t...Continue reading →

Customer focus is UPM’s highest priority
Throughout the years, Opticom has promoted the significance of conducting regular customer satisfaction surveys to many of its clients. Conducting these surveys and, more importantly, acting upon the results so that customer relations can be further ...Continue reading →

Holmen Paper: Satisfied customers
Customers’ positive attitude towards Holmen Paper has improved, according to this year’s customer survey by market analysts Opticom International Research. Customers now give Holmen Paper higher marks for service and support than in previous surv...Continue reading →

Södra Cell International does attitude measurements: Client opinions give us guidance
What kind of requirements and needs do our clients have? Many think they know, but through regularly carrying out customer attitude surveys every supplier achieves groundwork based on facts to be used in their strategy work and continuous customer relation.Continue reading →

Eka Chemicals: Reality check with customers
What do your customers think of your performance? What do your sales people think your customers think? A survey shows that the perceptions of sales people may not reflect reality. You really can´t do right by your customers if you don´t know wh...Continue reading →

05-09-2014: Usage of cartonboard no guarantee for cartonboard brand awareness among consumer goods brand owners
Opticom International Research today announces the “Part II – Brand Owners” of the results from “The Brand Tracking Survey – Cartonboard for consumer packaging 2014” defining and ranking the most valuable virgin fibre cartonboard brands i...Continue reading →
02-09-2014: Leading cartonboard suppliers reaffirming their positions among carton converters – results show there is a clear correlation between spontaneous awareness and purchased brand
Opticom International Research today announces the results from “The Brand Tracking Survey – Cartonboard for consumer packaging 2014” defining and ranking the most valuable cartonboard brands in Western Europe according to carton converters. ...Continue reading →
21-01-2014: Reseller brands stand still in Opticom’s office paper ranking
Opticom International Research now presents the results of the 11th edition of the “Brand Equity Tracking Survey - Office Paper”. This industry standard benchmark survey for office paper brands has been conducted among 2 100 professional end-user...Continue reading →
09-05-2013: The power of knowledge
Some time ago I wanted to rent a car and walked into an Avis office. On the counter there was a sign that read: “Avis needs you. You don’t need Avis”. It can hardly be expressed more simply than that, says Mikael Selling, Opticom International ...Continue reading →
12-04-2013: Office Paper multi-client survey to be conducted
With a sufficient number of subscribers already committed to the project in the first week of April, Opticom has been able to decide that the office paper survey will take place during 2013. The core survey consists of telephone interviews with prof...Continue reading →
31-10-2012: Office paper tracking survey more focused to better meet customer needs
Earlier than in previous years, Opticom has now started the planning process for the next edition of the office paper tracking survey. As many of our clients have their budgeting process in the autumn, the multi-client proposal is distributed to many...Continue reading →
26-09-2012: Several new cartonboard brands in the top but leaders clearly vary across end use segments
Opticom International Research today announces the “Part II – Brand Owners” of the results from “The Brand Tracking Survey – Cartonboard for consumer packaging 2012” defining and ranking the most valuable virgin fibre cartonboard brands i...Continue reading →
18-09-2012: Svensk Papperstidning highlights the success of Södra Pulp Labs
In an interview with Anna Altner, SPCI / Svensk Papperstidning describes the way Södra Cell has used Opticom's Future Lab for putting innovation into practice. To read the interview with Anna Altner, originally published in SPCI / Svensk Papperst...Continue reading →
31-08-2012: Improved brand awareness among board converters – leading suppliers challenged by other companies
Opticom International Research today announces the results from “The Brand Tracking Survey – Cartonboard for consumer packaging 2012” defining and ranking the most valuable cartonboard brands in Western Europe according to carton converters. ...Continue reading →
17-08-2012: What will future customers want from their paper?
What will future customers want in terms of paper, quality, feel and form? That is probably the industry’s million dollar question and it might be an impossible one to answer. But Holmen Paper is never afraid to tackle big, difficult or complex que...Continue reading →
03-04-2012: Which cartonboard brands take the lead in the European market in 2012?
The results from the 2012 brand tracking survey on cartonboard for consumer packaging are now available. The final reports will be available before summer and presentations can be booked from June onwards. Since its start in 2004, Opticom’s bran...Continue reading →
27-01-2012: Europe’s leading office paper brands
Opticom International Research now presents the results of the 10th edition of the “Brand Equity Tracking Survey - Office Paper”. This industry standard benchmark survey for office paper brands has been conducted among 3 000 professional end-user...Continue reading →
20-12-2011: Most valuable woodfree coated sheet brands in Europe
Opticom International Research today announces the results from “The Brand Tracking Survey for Woodfree Coated Sheets 2011” whereby the most valuable woodfree coated sheet brands in Europe are defined and ranked. Hello from PaperlinX has agai...Continue reading →
14-10-2011: Södra Cell presents Future Lab initiative on Pulp Labs
By means of an interview with Mikael Selling, co-founder of Opticom International Research AB, Södra Cell presents its Future Lab initiative on Södra Cell's special Pulp Lab site. During the interview Anna Altner, Manager Pulp Labs at Södra Cell I...Continue reading →
25-03-2011: Opticom goes live with first Future Labs in the forest products industry
Today, many companies in the forest products industry are facing major challenges that may require radical actions and changes in the way they operate. Some of the most predominant challenges are due to environmental reasons, technological progress, ...Continue reading →
14-02-2011: Opticom relaunches brand equity tracking surveys
Since their start in 1999, Opticom’s brand equity tracking surveys have been established as the industry benchmark whereby brand owners have been able to measure the value of their brands in relation to competition and detect trends over time. Alth...Continue reading →
13-07-2010: The most valuable cartonboard brands ranked by Opticom (Brand owners)
Opticom International Research today announces the results from “The Brand  Tracking Survey – Cartonboard for consumer packaging 2010” defining and  ranking the most valuable cartonboard brands in Western Europe according to  brand owners (c...Continue reading →
28-06-2010: The most valuable cartonboard brands ranked by Opticom (converters)
Opticom International Research today announces the results from “The Brand Tracking Survey – Cartonboard for consumer packaging 2010” defining and ranking the most valuable cartonboard brands in Western Europe according to carton converters. ...Continue reading →
14-01-2010: Revised brand strategies shuffle top of European office paper brands around
Opticom International Research now presents the results of the 9th edition of the “Brand Equity Tracking Survey - Office Paper”. This industry standard benchmark survey for office paper brands has been conducted among more than 4 000 professional...Continue reading →
17-12-2009: Office paper suppliers challenged in a volatile market
Opticom International Research (Opticom) today announces the results from the third independent pan-European study evaluating “The Top Suppliers of Office Paper” in Europe. The study ranks suppliers of office paper based on how well they fulfi...Continue reading →
30-11-2009: We need to rethink! Clear message from the Swedish forest industry
Opticom International Research and Nordic Paper Journal presents the results from a new Swedish study surveying perceptions related to change readiness in the forest industry, which challenges the sector are meeting and how the future prospects are p...Continue reading →
30-11-2009: We need to rethink! Clear message from the Swedish forest industry
Opticom International Research and Nordic Paper Journal presents the results from a new Swedish study surveying perceptions related to change readiness in the forest industry, which challenges the sector are meeting and how the future prospects are p...Continue reading →
19-10-2009: Claro showing an impressive progress
Opticom International Research today announces the results from “The Brand Tracking Survey - Woodfree Coated Paper 2009” whereby the most known, bought and appreciated woodfree coated sheet brands in Central & Eastern Europe are defined. The ...Continue reading →
08-10-2009: Well-known brands have so far not claimed the position as the leading environmental brand
Opticom International Research today announces the results from “The Brand Tracking Survey - Woodfree Coated Paper 2009” whereby the most known, bought and appreciated woodfree coated sheet brands in Western Europe are defined. The results ar...Continue reading →
16-09-2009: Färsk undersökning visar att skogsindustrin måste tänka om!
Opticom International Research och Nordisk Papperstidning presenterar idag resultaten från en färsk undersökning där vi tagit temperaturen på förändringstrycket i skogsindustrin, vilka utmaningar den står inför och hur framtidsutsikterna upp...Continue reading →
24-08-2009: Opticom starting up “Brand Equity Tracking Survey - Office Paper 2009”
From mid-August Opticom has started the preparations for the 2009 edition of the “Brand Equity Tracking Survey – Office Paper”. In addition to the more than 4 000 interviews in the basic countries Germany, France, the United Kingdom, Italy, Spa...Continue reading →
01-07-2009: Which woodfree coated paper brands take the lead in the European market in 2009?
2009 year's brand tracking survey for woodfree coated paper is currently being conducted and if you are interested in knowing which brands that take the lead this year, results are expected after the summer holidays. Opticom International Research...Continue reading →
06-06-2009: Mikael Selling, Co-founder of Opticom, will speak at the Forest Industry Awards 2009
Mikael Selling, Co-founder of Opticom, will speak at the Forest Industry Awards 2009 in Sweden, Stockholm on Wednesday, September 16.Continue reading →
23-02-2009: “High level of confidence - but challenges too"
The survey, which was carried out by Opticom International Research, involved interviews with 130 customers in 12 countries. The customers were asked to evaluate Holmen Paper in such areas as delivery service, product quality, technical service, busi...Continue reading →
23-10-2008: Opticom International Research today announced the results from the Brand Equity study where the strongest woodfree coated web brands in Western Europe are identified and evaluated.
 Opticom International Research today announced the results from the Brand Equity study where the strongest woodfree coated web brands in Western Europe are identified and evaluated. The survey has been made among close to 150 web heatset printer...Continue reading →
01-10-2008: Opticom International Research today announced the results from the study evaluating “The Top Suppliers of Woodfree Coated Sheets” in Western Europe
Opticom International Research today announced the results from the study evaluating “The Top Suppliers of Woodfree Coated Sheets” in Western Europe. The results are based on a comprehensive study with 1225 sheetfed printers in seven countries...Continue reading →
26-09-2008: Opticom International Research today announced the results from the European study “The Brand Equity Tracking Survey - Woodfree Coated Paper” with the findings about woodfree coated sheet brands in Western Europe
Opticom International Research today announced the results from the European study “The Brand Equity Tracking Survey - Woodfree Coated Paper” with the findings about woodfree coated sheet brands in Western Europe. The study is ranking brands o...Continue reading →
19-09-2008: The ranking list and results from the 2008 survey “Top Suppliers of Woodfree Coated Sheets” in Central & Eastern Europe was today released by Opticom International Research
The ranking list and results from the 2008 survey “Top Suppliers of Woodfree Coated Sheets” in Central & Eastern Europe was today released by Opticom International Research. Sheetfed printers in C&EE are ranking the top suppliers based...Continue reading →
15-09-2008: Opticom International Research today presents the results from the second independently conducted brand study “The Brand Equity Tracking Survey – Woodfree coated paper” in Central & Eastern Europe
Opticom International Research today presents the results from the second independently conducted brand study “The Brand Equity Tracking Survey – Woodfree coated paper” in Central & Eastern Europe. The study is ranking brands of woodfree...Continue reading →
10-09-2008: Wood products market fragmented – locally strong suppliers and distributors, but few with pan-European presence
The leading suppliers and distributors of wood products are today announced by Opticom International Research on the basis of its “The Future of Wood Products – Market, Brands and Top Suppliers 2008” study. The results are based on a compreh...Continue reading →
26-06-2008: Brand owners are gaining power in the cartonboard purchasing process - Can mills convince them of the value created by their brand offering?
Opticom International Research today announces the results from the 3rd edition of the pan-European "Brand Equity Tracking Survey - Cartonboard for Consumer Packaging". This study is ranking brands of virgin fiber cartonboard on how well-known the...Continue reading →
12-06-2008: Softwood producers are almost unknown to end-users in Europe - are the frequent crises among saw mills self-inflicted?
Opticom International Research today announces the results from a new pan-European study evaluating "The Future of Wood Products - Market, Brands and Top Suppliers. The results are based on a comprehensive interview programme with 1 500 profession...Continue reading →
26-05-2008: Increased customer focus necessary for the forest industry!
The forest industry in Europe and in North America, now increasingly often described as an industry in crisis, has too one sided its focus on cost cutting and is not listening enough to its customers. This statement was made by Mikael Selling, Corpor...Continue reading →
01-07-2005: Tell your customers what they need
Over the years, Opticom has conducted extensive research on buying behavior among customers in the pulp and paper industry. In particular, our Brand Equity surveys have demonstrated the complexity of the paper buying market and the consequently diffi...Continue reading →