Niko Kujala has been working within the product segment of breakers and switches at ABB Protection and Connection in Vaasa, Finland since 2011 and he has held different international positions within both sales and production. He gives the background to his first experience with Opticom International Research: We knew that we wanted to conduct customer satisfaction research on a global level in order to better understand our customers’ needs, basically asking them: What were the needs in different fields and what do we as a supplier need to do better?

Niko ABB
Niko Kujala, Global Sales support Specialist, ABB Protection and Connection

In the process of selecting a market research agency, the ABB team had five competing potential suppliers providing quotes to look into. Niko continues: After evaluating the different options, we found that Opticom’s offer was by far the clearest, it was obvious that Opticom had made an effort to get to know our business and therefore understood our needs. In addition to that, the price level was also good.

Niko says that the quick initial response to any question that ABB had concerning the designed project as well as the smooth communication with the Opticom project team overall were further factors that tilted ABB to choose Opticom in the end.

The customer satisfaction survey covered more than 20 countries worldwide, with strong involvement from the local offices to make sure the most important customers per market were interviewed.

We got very valuable insights concerning client needs in in an ever more competitive market: what our clients appreciate about our products and services, how we can help them improve their own business, and also indications on where there is still need for improvement.

Niko explains that a lot of actions have been taken by them at ABB after the results in the final report were presented and statistical files and individual interview transcripts were delivered. Most decisions concern increasing and improving their direct communication with clients. He reveals that their business has grown since the research was completed and that the insights definitely have further supported this growth.

When asked what he would regard as the main benefits with this specific project, Niko points out that it was easy doing business with Opticom, that the communication was always smooth, the offer was prepared really well and that Opticom understood our needs in this kind of research right away. Therefore, wrapping up, he would definitely recommend that ABB would go with Opticom again, whenever the need for market insights arises.

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Just before the turn of the millennium, in 1999, the consulting and research company Opticom carried out a survey of how senior representatives of what were at that time the major global pharmaceutical companies saw the future. How well does the companies’ vision coincide with the way things are now, 15 years later?

The report, Prescription for a healthy industry, also formed the basis for a series of articles in Svenska Dagbladet/Näringsliv written by Elisabeth Sandlund. The report was partly based on in-depth interviews with 34 senior executives at what were at that time the 20 largest pharmaceutical companies. Their analysis resulted in three main points:

  • There is still a large unsatisfied need for pharmaceuticals. There is no cure for two thirds of all illnesses. The world population is getting older. New research methods are being developed all the time and there will be substantial growth in DTC (direct-to-consumer sales).
  • Quick access to market is a key to success. In the face of tougher future competition, companies must launch new innovative products quickly.
  • Company mergers slow down companies’ development processes. The top executives questioned the benefits of mergers and wondered whether they were driven by the financial markets and by financial consultants. They were the main beneficiaries of mergers – not the patients.

The winners, predicted the author of the report, will be companies that succeed in achieving a high organic growth rate, companies that sell or outsource in areas outside their own core areas and companies that focus on a small number of therapeutic areas and companies that focus their efforts on their own stores and customers. Companies will benefit from alliances with other companies and research groups, in-licensing, greater investment in research and development and strategic use of information technology.

The losers, on the other hand, would be companies with weak research portfolios but that chose to merge – those companies lose their focus and their rhythm, and therefore their competitiveness…

Article continued in links below

Links to whole article:
Click here to read the full article (in English)Translated from original Swedish by Opticom.
Click here to read the full article (in Swedish).



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Svenskt  Näringsliv - Företagsklimatet nu än viktigare

The Confederation of Swedish Enterprise’s report “Företagsklimatet – nu än viktigare” (The business climate – now even more important) shows how the Swedish business climate is taking a slightly negative direction after decades of positive developments.

The report includes the results from a study conducted by Opticom on behalf of the Confederation, based on in-depth interviews with 164 business leaders from internationally oriented and research-intensive companies in Sweden.

Opticom is proud to have conducted this important study for the third time.

To read the report (in Swedish), click on the image on the left.

For more information about the study conducted on behalf of Svensk Näringsliv, please contact our CEO Carl Michael Bergman at +46 8 50 30 90 02 or email at

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I den nyligen publicerade sjätte upplagan av Opticoms årliga branschstudie ligger fokus på framtiden. Här presenteras en aktuell trendspaning där 148 personer från 58 olika företag inom den svenska läkemedelsindustrin har tagit på sig siarhatten och försökt förutspå hur vårdsverige kommer se ut 2025. Kristallkulan visar på både positiv utveckling med minskade regionala skillnader i vårdkvalitet och på negativa förändringar där ojämlikhet i vårdresultat utifrån socioekonomiska parametrar ökar och upptaget av innovativa läkemedel förblir oförändrat lågt, eller till och med försämras ytterligare.

Pharma Industri – Trendspaning 2025

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För att läsa nyheter på svenska, klicka här.

In the newly published sixth edition of Opticom’s annual industry study, the focus is on the future.

The report involved the participation of 148 representatives from 58 different companies in the Swedish pharmaceutical industry who have looked in the crystal ball and tried to predict what Swedish healthcare will look like in 2025. The results showed positive developments with reduced regional disparities in quality of care and negative changes where inequality in healthcare results based on socio-economic parameters increases. Lastly, the uptake of innovative medicines will continue to remain low, or decrease even further.

To read the report (in Swedish), click here.

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