YouGov has announced a major strategic expansion in Norway with the launch of a next-generation consumer panel designed to provide real-time insights for the Fast-Moving Consumer Goods (FMCG) sector. The new development marks a key step in the company’s Nordic growth strategy and introduces a new level of shopper intelligence to the Norwegian market.

By combining passive data collection from its dedicated shopper panel with survey responses from the wider YouGov panel, the company will now be able to capture both real-time consumer attitudes and observable purchasing behaviour. The integration of these two data sources allows for a richer and more dynamic understanding of how Norwegian consumers make buying decisions, enabling businesses to act faster and with greater confidence.

“This launch in Norway marks a significant milestone in our Nordic expansion strategy. By introducing passive data collection through our YouGov shopper panel, we’re not only entering a new market but also revolutionizing how we gather consumer insights. Norway is a new market for YouGov shopper and this innovative approach sets the stage for our continued growth across the Nordic region,” said Stefan Heremans, President of YouGov Shopper.

“Our combination of traditional panel methods with cutting-edge passive data collection is providing unparalleled insights into FMCG consumer behavior, offering our clients a competitive edge in this dynamic market.”

The enhanced Norwegian panel draws from YouGov’s global network of more than 29 million members across 63 markets. Locally, the panel includes 5,000 households whose anonymised receipt data is automatically collected and analysed alongside survey responses. This dual approach ensures a comprehensive and accurate picture of consumer activity while maintaining strict privacy and data protection standards.

Key benefits for Norwegian FMCG brands and retailers include:

• Broader and deeper consumer coverage through an enhanced panel infrastructure
  
• Real-time tracking of shopping and purchase behaviour
  
• Integration of observed behavioural data with attitudinal survey data
  
• Customisation to reflect unique Norwegian market dynamics
  

The launch allows YouGov to offer comparable data sets across multiple European markets, supporting clients who require consistency and cross-market insights.

“We’re excited to bring this strategic enhancement to Norway,” said Jenny Rognes, Market Entry Manager at YouGov. “It offers our clients the research reality on shopper attitudes and behaviors, empowering them to stay ahead in a fast-changing retail market.”

The new panel forms part of a wider European rollout of YouGov’s advanced data collection capabilities, underscoring the company’s commitment to expanding its market intelligence infrastructure. With access to interconnected data points and real-time trend analysis, Norwegian businesses will be able to leverage YouGov’s shopper intelligence to strengthen decision-making, identify growth opportunities, and remain competitive in a rapidly evolving FMCG landscape.