Episode Overview

Tobi Andersson shares his journey founding and scaling Dapresy to 100+ employees, the formation of Forsta, and his insights on AI in market research.

Episode Highlights

• Building Dapresy from a single-employee Swedish startup to a global company with operations across all regions, focused solely on visualising market research data
• How the merger of Dapresy, Confirmit and FocusVision created Forsta’s integrated platform for sample, data collection, reporting and analytics
• AI applications in market research, from automating survey scripting and data preparation to generating PowerPoint presentations and enabling conversational data analysis
• The evolving role of synthetic samples as a complementary research tool for early exploration and hypothesis testing
• Essential startup lessons including the importance of staying focused, delegating early, understanding customer needs, and investing time in leadership
• Why humility and patience matter when innovating in the mature market research industry, rather than pursuing disruptive change for its own sake

About the Guest

Tobi Andersson is General Manager for Market Research at Forsta. He founded Dapresy in 2003 after recognising the need for better data visualisation whilst working at a fieldwork house in 1999. Over 15 years, he scaled Dapresy from a local Swedish company to a global business with over 100 employees.

Dapresy later merged with Confirmit and FocusVision to form Forsta, a name derived from the Nordic word meaning “to understand”. Throughout his 25-year career, Tobi has maintained a consistent focus on market research technology and creating efficient processes for research professionals.