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Innsikteriet is an independent, Norwegian-owned market research company, with its main base in Oslo. We work with customer and consumer insights – primarily using qualitative methods. The partners have over 25 years of individual experience as advisors and moderators. Innsikteriet works with many established international and national brands in Norway. We also take great pleasure in working with smaller entrepreneurs and start-ups in different co-working environments.

What can we help you with?

It often starts with a gut feeling, some assumptions or unanswered questions that need some form of verification, direction and evidence to be able to stake out a strategic course.


How are we perceived out there? What does our competition universe look like? Who is the target group and how to win new target groups? What should be our visual identity? How should we communicate to get it right? How is our communication, product or service perceived? Is this a good idea at all? What do customers want?

We at Innsikteriet have our roots in qualitative market research. We have a wide qualitative toolbox that we carefully choose from, depending on the issue, challenge, target group and time horizon our customers have.

We are a neutral partner who goes out and talks to, observes and listens to the market. And comes back with an analysis and concrete recommendations and advice. That way, we can agree together whether the gut feeling is correct or needs correction.

Customer case: Flyt from Telenor

Telenor recently launched Flyt. The previous portfolio for mobile had grown large over time and made it difficult for customers to make the right choices. With Flyt, Telenor has halved the number of subscriptions while giving customers the flexibility and control they want. The customer insight from the Insight gave Telenor valuable understanding in the development of Flyt. In the video, you meet Birgitte Salvesen and Bjørn Langseth in Telenor who talk about the road to Flyt.

Insight is the future's strongest currency!

Solid competence

The partners in Innsikteriet individually have over 25 years of experience in market analysis. Before the investigation was established in 2015, we worked for 4 Fakta, MMI, Synovate and Ipsos. The fact that we have worked for so many years with insight work underpins our sincere joy and interest in the subject.

Long experience

We are advisers, consultants and sparring partners with roots in qualitative market research and analysis. We work with consumers, B2B, organizations and associations. The industries range from telecom, media, banking and insurance, groceries, retail, transport and logistics, culture and education.

Hans-E-Wettre Wettre-Bryggeri

Bringing insight to life

Since we ourselves are present during the work, we happily share  extra value when  presenting insight . Video is a central part of our delivery. It brings closeness to the insight. We like to distinguish between report and presentation. The reports themselves provide traceability to reasoning and clear recommendations. Our presentations are multimedia and convey the insight in a clear and visual way. You can read more about our meeting with Wettre brewery in this blog post and see video of our conversation with Hans E. Wettre on youtube

Our diverse toolbox

Focus groups

The cornerstone of qualitative market research. Several consumers are interviewed at the same time. This is a very time and cost-effective method, with a very well-known approach. We have extensive experience with different approaches, which include home, resource and panorama groups.


Ethnographic studies require the moderator to leave the safety of the focus group room in favor of the consumer’s reality and everyday life. We get the most real-life and comprehensive insight into consumer choices by including the context in which the decision is made. It happens on the consumer’s terms. Ethnography is very well-suited to illuminate our unconscious and habitual actions; actions we cannot even describe in words.

Assisted shopping

An ethnographic approach. The goal is to be an invisible shadow that comes along without disturbing the consumer. It often starts with a simple conversation near the actual outlet; the consumers are followed around when they do a “regular” and typical purchase of a given product/service. The method is concluded with an interview afterwards, where consumers are “confronted” with their own behavior.

In-depth interviews

1:1 interviews where we are able to go deeper. The flexibility is great when it comes to where the conversations take place: at home, in the workplace or sit-downs at cafes – all depending on information needs. The challenges of group constellations, such as political correctness, bring influenced by one other, “clever” answers, etc. are avoided.


We distinguish between synchronous and a-synchronous studies. In synchronous studies, participants are logged in at the same time and questions and answers happen in real time. For non-synchronous studies, participants are not online at the same time. This type of research, such as panels, is suitable for issues that are built and developed over time.

The customer journey

As an analyst, it is a reoccurring dream to be able to take a peek inside the customer’s head and trace them in their footsteps. How do they proceed both before, during and after a product/service is selected/declined? And not least – What do they think, what do they do, what do they feel? The visual map of customer journeys has existed for many years and is useful for establishing a common management tool across departments that have customer contact.

partner i Innsikteriet, Lene Thorsen, i diskusjon med gründer Erlend Øverby av Hypatia Learning som står bak løsningen A til Å.

We are happy to share

We strive to be professionally up-to-date on content, implementation and form of presentation. That is why we are frequent participants at fairs and conferences that we feel are relevant to share with our customers.


Annually we visit events such as SIALIFACESGrüne WocheMobile World CongressQUAL 360IIEX  etc.


In the photo you see partner in Innsikteriet, Lene Thorsen, in discussion with founder Erlend Øverby of Hypatia Learning who is behind the solution A to Z.

About Geir Tommy

  • Geir Tommy has worked with customer and consumer insight for over 25 years. He first worked as a qualitative specialist in 4 Fakta/MMI/Ipsos before establishing Innsikteriet in 2015 together with Lene.

  • He primarily works as a moderator and advisor with a focus on qualitative market research and analysis. Customer and consumer insight is an area of expertise that Geir Tommy is passionate about - where the goal has always been, and still is, to visualize the insight and bring the results to life as best as possible.

  • Geir Tommys has long and wide knowledge of a wide range of industries and business areas, and in recent years has helped customers in telecom, media, groceries, retail as well as banking and insurance.

  • Geir Tommy is passionate about music. For 13 years he worked as a producer and journalist at P4 Radio Hele Norge, where he was responsible for portraits and series with national and international artists. 

  • Travels every now and then on a boys' trip to maintain contact with old friends from Sunndal. Last, the trip went to the Las Fallas festival in Valencia. Next year the plan is to go hiking in the Dolomites. 

  • Geir Tommy is above average interested in photography - and is no stranger to getting up before sunrise to capture the subjects in the best and most spectacular light. 

Geir Tommy

About Lene

  • Lene has a track record of close to 25 years of customer and consumer insight. She has worked specifically as a consultant with a focus on qualitative insight and research. 

  • She has experience from, among other things, 4 Fakta/MMI/Synovate and Ipsos before establishing Innsikteriet in 2015 with Geir Tommy.

  • Lene has also worked as a lecturer and examiner at BI in marketing communication and consumer behaviour. 

  • She is a civil marketer from BI/City University, her latest subject completion is Multicultural subject competence at Oslo Met (2017-2018). 

  • In recent years, Lene has worked with a number of different industries and target groups within groceries, trade, media, housing, retail, libraries/municipalities and organisations, as well as exciting start-up projects.

  • Lene has sharp and broad experience with children and young people as well as multicultural target groups. 


Contact Us


Innsikteriet AS

Heibergsgate 29 
1630  Gamle Fredrikstad


+47 905 83 456 (Lene)

+47 920 14 293 (Geir Tommy)

We conduct our research at the modern and contemporary offices of Norstat, Fridtjof Nansens Plass 5, Oslo, Norway

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