Smartson has officially launched this year’s Smartson Consumer Report – a Nordic study exploring how consumers search, evaluate and decide what to buy. The report provides valuable insights for brands, retailers and decision-makers looking to better understand evolving behaviour and expectations in 2025 and beyond.
Focus on actionable consumer insights
This year’s study will explore key areas such as:
- The power of recommendations – WOM & digitally
- The impact of reviews and product testing on purchase decisions
- How consumers perceive sustainability, AI and brand transparency
- What builds or breaks loyalty in a digital-first world
The goal is to deliver strategic insights based on what real people value, experience, and expect when navigating today’s buying journeys.
Ongoing partnership with Jönköping University
For the second year in a row, Smartson is conducting the study in close collaboration with Jönköping University. This year, we're proud to welcome internship students Arabella Pinto and Haripriya Nunna, who are contributing to the methodology, data collection and trend analysis. Their involvement brings academic depth and relevance to the report.
Help us reach more voices – survey links
We are currently gathering responses from consumers in the Nordic region. The broader the reach, the sharper the insights:
- 🇸🇪 Sweden: Take the survey »
- 🇳🇴 Norway: Take the survey »
- 🇩🇰 Denmark: Take the survey »
- 🇫🇮 Finland: Take the survey »
Report launch in Q3
The 2025 Consumer Report will be published in Q3 and made available to Smartson partners, clients and media. It will include both market-specific insights and overarching takeaways on what drives consumer behaviour across the Nordics.
👉 Curious to learn more or explore collaboration opportunities?
Reach out to us at hello@smartson.se.
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