From TradeWell to Alba
Before founding Alba Business Group, I built and ran TradeWell Group — a research firm with its own team and national industry clients. We worked with major Swedish industry, retail and consumer brands — including NetOnNet, Husqvarna and IHM Business School. TradeWell was sold in 2018, and those years — both the scale-up phase and the exit process — still shape how I think about methodology, delivery and client relationships today.
Alba is a deliberately different company. Smaller, more focused, and built around the services where I know we add real value — not just deliver volume.
In parallel, I have also developed business concepts in e-commerce and digital e-learning, including SellMaster.
Three principles guide
how I work
Insight before report
An NPS study is not a binder. It should say something about where the next investment should be made, which customer segment is starting to slip away, or which touchpoint is failing. If the client doesn't know what to do on Monday morning after reading the report — we've failed.
Craft before automation
I am skeptical of pre-built survey templates, formulaic question batteries, and "do-it-yourself" systems. Every industry has its own logic — its own friction points, its own buyer journey. Understanding that first is the work. Building the right measurement comes after.
Long-term relationship before one-off assignment
Those who measure the same thing year after year see things that the one-off consultant misses. We want to be the research partner who is still there when the CEO has moved on.
Two tracks — Alba
and future ventures around the corner…
Alba Business Group
I lead the business and am operationally involved in most assignments. My strength lies in study design and interpretation — when raw data needs to become decision-ready material for leadership. The services I am personally passionate about are e-Mystery Shopper™, Persona Web Audit™, Digital Reputation™ and structured NPS and customer surveys.
Future ventures around the corner.
Alongside Alba, I am building new digital business concepts with AI-driven platforms designed to help companies grow through better digital visibility and more business. More information will come when the time is right.
Lions Club Falkenberg
I am active in Lions Club Falkenberg, where I sit on the board. Among other things, we support gifted children from disadvantaged backgrounds — both locally and in Uganda. Children with potential but without the resources around them to nurture it. It is a commitment close to my heart, and a good counterweight to the digital world.
Small moments of joy
are life's art
In my free time — which is naturally limited — I have in recent years found joy in growing tomatoes, cucumbers, peppers and herbs in a greenhouse. I used to barely notice spring before summer was already here. Now I notice every week.
I also love the sea, being with my family — wife, children and grandchildren — and enjoying good food in beautiful settings.
Life is wonderful. The art is to pause and see it.