The answers to what you're wondering about.

We are a Swedish research and analysis firm that helps companies understand their customers, employees and markets. We conduct customer surveys, NPS measurements, brand analyses, employee surveys, UX studies and competitor analyses in both B2B and B2C.

We also deliver a range of digital analysis services — e-Mystery Shopper™, Persona Web Audit™ and Digital Reputation — that together provide a comprehensive picture of how your company is perceived by the market online.

Alba Business Group has extensive experience in the research and analysis industry and has completed projects for hundreds of Swedish and international companies. Our client base ranges from smaller growth companies to large corporate groups with operations in multiple countries.

Industries we frequently work in include manufacturing, food, automotive, fans, pumps, furniture, machine tools, chemical products, packaging and measuring instruments — but our methodology is adapted to each client's industry and situation.

Three things our clients consistently highlight:

• Flexibility — we tailor every project instead of fitting you into a standard template.
• Business-oriented recommendations — not just numbers, but clear conclusions and action plans you can act on.
• Personal contact — a senior point of contact who understands your business, not a project manager who gets replaced mid-project.

Our headquarters are in Falkenberg, Sweden, but we work with clients across Sweden and internationally. We conduct research in the Nordics, the EU, North and South America, Asia and Africa.

We work directly in Swedish, Danish, Norwegian, Finnish, English, German, French, Spanish, Mandarin and Portuguese. Other languages are handled through our international partners. Reports are typically delivered in Swedish or English.

NPS stands for Net Promoter Score and is one of the world's most widely used metrics for customer loyalty. It is based on a simple question: "How likely is it that you would recommend us to a colleague or friend?"

The value of NPS is that it provides a comparable figure over time that reflects the health of the customer relationship and correlates strongly with growth. But the score itself is just the beginning — the real value lies in understanding why customers respond the way they do. That is where we come in with deeper analysis and actionable improvement recommendations.

We combine quantitative and qualitative methods depending on what provides the best foundation:

• Online surveys — fast, cost-effective, high reach.
• Telephone interviews — higher response rates and deeper answers to open-ended questions.
• In-depth interviews — when you need to truly understand customer thinking and decision-making processes.
• Focus groups and panels — for concept development, branding and product testing.
• Digital analysis — of websites, SEO and visibility on social media and digital platforms.

A combination — e.g. an online survey with follow-up telephone interviews — often yields the highest response rates and most actionable insights.

Yes, it is one of our core areas. We conduct brand research in both B2B and B2C that measures awareness, preference, associations, positioning against competitors and brand health over time.

We help you understand how you are perceived today, where there are gaps between desired and actual image, and which communication priorities will have the greatest impact.

Yes. Employee surveys are a natural part of our offering — often in combination with customer surveys, since there is a clear link between employee engagement and customer satisfaction.

We measure engagement, leadership, work environment, culture and eNPS (employee NPS), and deliver results at both company level and broken down by department or team — with full confidentiality for each individual employee.

Absolutely. We conduct competitor analyses that include positioning, price comparisons, product offerings, digital visibility, customer experience and communication strategy. The goal is to give you a clear picture of where you stand relative to your competitors — and where there are gaps to exploit.

They have different focus areas and target audiences:

• e-Mystery Shopper™ is for e-commerce. We analyse the entire purchase journey from homepage to checkout, focusing on conversion barriers — what makes visitors leave without buying.
• Persona Web Audit™ is for service and B2B companies. We analyse the entire website across three dimensions: visitor experience, brand congruence and keyword/content matching — what prevents visitors from getting in touch, booking a meeting or filling in a form.

If you sell online, e-Mystery Shopper™ is the right choice. If you sell services or complex B2B solutions, Web Audit is the way to go.

Your brand lives a life of its own on the internet — in reviews, press articles, forums, social media and search engines. It is shaped by customers, employees, journalists and competitors, around the clock, whether you are following along or not.

Digital Reputation is an ongoing monitoring service that provides you with a structured report on what is being said about you — and what it means for your brand. The service is available in three tiers: Basic (Reputation Mirror), Standard (Market Pulse) and Extended (Corporate Image).

Our three digital services — e-Mystery Shopper™, Persona Web Audit™ and Digital Reputation — are produced in collaboration with MarketMind and distributed by Alba Business Group. You always have Alba as your point of contact and contracting party.

It varies by service:

• e-Mystery Shopper™ — one-off report or recurring (e.g. quarterly) to track improvements over time.
• Persona Web Audit™ — one-off report or annual follow-up; from report 2 onwards you get a comparable scorecard over time.
• Digital Reputation — ongoing monitoring with monthly, quarterly or semi-annual delivery depending on your exposure.

No, for e-Mystery Shopper™ and Web Audit no login or access to your CMS is required. We analyse the site live — exactly as a real visitor or customer would experience it. This means we see exactly the same things your actual visitors do.

The only thing we may need from you is customer data or a brand profile (for optimal personas and brand congruence analysis). If that is not available, we deliver based on industry standards.

A typical research project follows four phases:

• 1. Briefing & objectives — we review your situation, business goals and what decisions the research should support.
• 2. Design & methodology — we develop the questionnaire, sample and methodology. You approve before fieldwork begins.
• 3. Fieldwork & data collection — we conduct surveys, interviews or other data gathering.
• 4. Analysis & report — we analyse, interpret and present the results with actionable recommendations. Usually in a workshop or presentation, not just a PDF.

For the digital services (e-Mystery Shopper™, Web Audit) the process is simpler — a 15–20 minute introductory meeting is enough to get started, and the first report is delivered within 2–3 weeks.

It varies by type and scope:

• Customer survey / NPS: 4–8 weeks.
• International brand study: 2–4 months.
• e-Mystery Shopper™: 10 business days from confirmed order.
• Persona Web Audit™: 14 business days from confirmed order.
• Digital Reputation: First report within 4 weeks; then according to your chosen frequency.

If you need results sooner, we can usually accommodate that too — let us know in the brief and we will plan around your timeline.

The response rate depends on the method, target audience and your relationship with the respondents. As a rule of thumb:

• B2B customer surveys with established client relationships: 30–50 % (sometimes higher with telephone follow-up).
• Consumer studies via panel: depends on the panel composition — we size the sample to achieve statistically significant results.
• Employee surveys: typically 70–90 %.

We actively work with reminders, channel mix and wording to maximise response rates without compromising data quality.

All personal data processing is conducted in accordance with GDPR. We establish data processing agreements when needed, handle respondent data confidentially and delete personal data when it is no longer required for the project.

In employee surveys we always apply anonymity thresholds — we never report results for groups so small that individual employees could be identified.

Yes, you own your data. We deliver both the processed report and — if you wish — raw data in Excel or another format so you can run your own analyses. Many clients also opt for interactive dashboards where they can follow the results on an ongoing basis.

The price depends on scope, methodology, number of respondents and depth of analysis. A straightforward NPS survey among existing customers can start at around tens of thousands of SEK, while a comprehensive international brand study with in-depth interviews across multiple markets is significantly higher.

Give us a brief description of what you want to achieve and we will get back to you with a firm quote within a few business days. We are transparent about what is included — no surprises afterwards.

ROI on a research project is about the value of the decisions you make with better data — increased customer satisfaction leading to lower churn, higher NPS driving more referrals, more targeted product development, more effective communication and so on.

On our ROI page we have examples and calculation models showing how small improvements in NPS or customer satisfaction can have a major impact on revenue.

Both. Many clients start with a one-off project — a baseline measurement — and then move to ongoing measurements (quarterly, semi-annually or annually) once they have seen the value. This provides comparability over time and the ability to track the impact of improvement efforts.

Digital Reputation is always delivered as an ongoing service. e-Mystery Shopper™ and Web Audit work well both as one-off analyses and on a recurring basis.

Yes — we often recommend it. For the digital services, the pilot analysis can be conducted using industry-standard personas with no requirement for existing data, allowing you to quickly see the value before investing in a full analysis based on your own customer data.

AI helps us go deeper and faster than traditional methods allow. Specifically, we use AI to:

• Analyse open-ended responses — categorise and thematise large volumes of free-text answers that would otherwise take weeks to read manually.
• Detect patterns in combined quantitative and qualitative data.
• Sentiment analysis — understand the feeling behind the answers, not just what is said.
• Prediction — identify which customers are at risk of leaving, or which segments respond best to a particular communication.

AI does not replace our analysis — it amplifies it. It is still our senior analysts who interpret the results and formulate the recommendations.

We use AI as a tool, not as an oracle. Every AI-driven analysis is reviewed and quality-assured by a human. We are transparent about the methodology behind each conclusion and what limitations exist.

Furthermore, we work with data that does not leave secure environments — you do not need to worry about your customer data being sent to any public AI service.

Yes. In addition to delivering analyses, we help clients who want to build their own capability — through training, workshops and the setup of tools and processes. Get in touch and we will discuss what suits your situation best.