Services
Clearer signals, sharper strategies and greater weight in decisions and advocacy.
Powerful insights, straight from the landscape
HUI holds extensive data from within and around the consumption landscape. Combined with analytical excellence, it enables us to identify critical shifts earlier than anyone else and turn them into insights putting our clients in the driving seat.
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Unique data, unique understanding
Build a deep understanding of your target audiences and their consumption habits. Our unique data and expertise help you stay one step ahead of competition.
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See beyond your industry
Most organisations understand their own industry. A good start of course, but even better is understanding the external forces reshaping it. HUI adds both depth and breadth to your industry insight.
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Capture market share the right way
Where are the opportunities? How do you navigate a saturated market? What fine adjustments will make the difference? HUI tackles complex market questions using multiple layers of data and deep micro- and macroeconomic expertise.
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The trends that matter
Some developments in the wider world have minimal impact on your business. Others have a profound one. We help our clients identify the trends that matter and understand what they mean for their business.
PostNord – the insights report that has shaped Swedish e-commerce
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20+
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60+
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“The E-barometer is a unique collaboration based on insights from both Swedish e-retailers and consumers. Together, we generate knowledge that is highly valuable to both the industry and decision-makers.”
Jan Jakobsson Head of E-commerce at PostNord Sweden
Owning the Conversation for Two Decades
HUI’s assignment was fundamentally about supporting PostNord’s role as a credible and relevant voice in the industry. Together with PostNord, HUI created, established and developed the E-barometer into a long-term analytical tool that helps decision-makers in retail understand changes in consumer behaviour, industry developments and market trends.
Since 2006, the E-barometer has tracked the development of Swedish e-commerce and established itself as one of the market’s most widely used sources of knowledge on e-commerce and online consumption.
A Unique Combination of Insights at Its Core
The E-barometer is based on both extensive consumer surveys and real-world data from leading e-commerce companies, creating a unique combination of breadth, continuity and relevance. Through recurring measurements, the report has become a shared reference point for the entire industry and has helped raise the level of knowledge around Swedish e-commerce.
Through the E-barometer, PostNord has for nearly two decades established clear thought leadership on issues relating to the development and future of e-commerce, while the reports continue to provide valuable insights and guidance for market participants.
Lego – from brand strength to sales
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#1
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3 i 1
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“As children grow older, toys increasingly compete with digital activities. Therefore, the next phase of growth was not primarily about boosting awareness of LEGO®, but rather about making the category more relevant to the everyday lives of children and families.”
Michelle Vesterager Hekkelman Strategic Initiatives Manager på LEGO
Capitalising on a Strong Position
A strong brand is a major asset, but it does not automatically translate into sales growth. LEGO® wanted to gain a deeper understanding of how Swedish consumers make purchasing decisions, which channels drive sales, and where the greatest growth potential lies.
HUI created a comprehensive view of the Swedish market by combining LEGO®’s global segmentation work with local consumer insights. The analysis included white space analysis and a strategic channel analysis, identifying where demand was strongest, which barriers were holding back purchases, and which channels were most relevant for continued growth.
Actionable Insights for Growth
By analysing how Swedish consumers shop in different situations, HUI was able to identify the target groups, purchase occasions and sales channels that were most important for securing continued growth in the Swedish market.
The analysis provided LEGO® with a clear basis for decision-making on how to prioritise market presence, product assortment and activation in order to strengthen its position and drive continued sales growth in Sweden.
Coop – location, location, location
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”Coop has long held a major and established position in the Swedish grocery retail sector. Playing a role in identifying the most advantageous locations for new store openings by such a major player has been both inspiring and an honor for us at HUI.”
Per Andersson Senior Manager HUI
A Clear View of the Market
Like all physical retailers, Coop needs to identify locations with strong sales potential. Doing so requires a thorough understanding of the conditions surrounding each location and the population it serves. Identifying and analysing potential store locations based on specific catchment areas is therefore key to successful expansion.
Drawing on extensive experience in location and establishment analysis, HUI was able to provide a commercial perspective on each individual store location within Coop’s expansion strategy. The assessments were based on forecasts, turnover estimates and projections of purchasing power using location-specific data.
Strategic Confidence
HUI contributed comprehensive analyses and qualified advisory support throughout the entire process. For Coop, this meant a stronger and more precise basis for decision-making, increasing the likelihood of successful new store establishments.
Swish – when the baton is up for grabs
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100%
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#1
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”Swish’s approach to taking ownership of the self-service issue demonstrates the value of gathering quality data, insights, and knowledgeable people—in this instance, through both reports and round-table discussions. The strength of their thought leadership grows with each passing year.”
Erik Bergh Consultant HUI
Taking Ownership of an Issue
Swish approached HUI with the ambition of establishing a strong position around self-service in retail. At the time, no player was communicating regularly on the topic, creating a clear opportunity for thought leadership. To act on this opportunity, a recurring report was established to measure self-service retail and share relevant insights with the industry as a whole.
A New Recurring Meeting Place
To create a natural forum for knowledge sharing, a network of retail companies was established, initially through annual roundtable discussions. These have since developed into half-day events, appreciated both by participating retailers and by Swish, whose representatives take part to network and gain a better understanding of how industry players view the topic.
A Tailored Index Based on Unique Data
As part of the initiative, HUI established Sweden’s first sales index for self-service retail, in which Swedish retailers report sales generated through self-service systems separately. This provides the industry with data that had not previously been available.
A Growing Voice in the Conversation on Self-Service
Both the scope of the report and demand for it continue to grow. It has been expanded several times and has included everything from company surveys, roundtable discussions and interviews to observational studies carried out in collaboration with IKEA and Hemköp.
The report has been featured several times in national media, including Dagens Industri. It has also been presented on multiple occasions at D-Congress in Gothenburg by Swish CEO Urban Höglund, and is printed for use in Swish’s communications and at trade fairs and industry events.
