Our Why

Perspetivo was founded in 2022 by Suzan Hourieh Lindberg who came from Volvo Car Mobility, David Khabbazi from Stockholm Municipality, and Zilan Lawan, VP of the soccer team Dalkurd. Combined they have backgrounds in statistics, communication, anthropology, political science, psychology, leadership development, tech, and business development. Perspetivo is originated by The Social Few, a strategic partner for data-driven inclusion.

The journey started when the founders of Perspetivo identified a market and societal imperfection: important decisions are based on unreliable data that does not reflect the entire population.

Historically, there have been parts of the population that have been considered, and still are considered, difficult to reach. This has resulted in the survey industry traditionally only including voices from the majority society. At the same time, we see a rapid change in the Swedish demographics.

Did you know that every fourth Swede has two foreign-born parents, that Arabic is the largest minority language in Sweden, and that minorities have a yearly purchasing power of 400 billion SEK? These are just some of the perspectives that are rarely included in research.

At Perspetivo, we know that companies and organisations need representative data and insights to make important decisions that impact not only the company itself but also society at large. Today, Perspetivo is the most representative research company in the Nordics, that helps organisations become more effective in their decision-making by including more voices.