Anders Olsson

After gaining a PhD In Sociology from Uppsala University in Sweden, Anders worked for a major Swedish agency in the Strategic Marketing department. Whilst there, he worked with employee research and was responsible for socio-cultural analysis in the Nordic region for a major tracking study.

Anders then moved to Brussels where he worked for Inter-IKEA Systems S.A., managing consumer research in the Middle East and South-East Asia. Here he gained valuable experience working on the client side. Anders then worked for an agency in the UK specialising in segmentation and their brand strategy products. He was also responsible for developing a values model, which revealed the most deeply-rooted drivers of consumer behaviour. 

Anders joined Bonamy Finch in 2009 and specialises in segmentation and ad hoc analyses.

What’s the most exciting marketing science book you have read?

A book by Mikael Paltschik (former CEO at Research International Sweden) where he explains multivariate analysis by applying it to fishing (one of my hobbies).

What is it about market research that attracts you?

Probably to see my work put into action and really create change. I have seen this in the employee research I have done. The value research I did for the “Yes to EU” campaign in Sweden helped bring Sweden into the EU as well.

What’s the most successful research you have done?

While working with the World Gold Council we could see an increased appreciation globally for gold jewellery and a steady increase in the gold price.  Their whole marketing strategy was created around a segmentation I created.

And if you hadn’t worked in research and analytics...

I would live up in Lapland (where I come from) fishing, making my own cheese and beer and enjoying nature. Unfortunately the market is not big enough up there, there are a couple of people, but more reindeers and bears.