SKI

What SKI does

SKI (Svenskt Kvalitetsindex) is a Stockholm-based B2B research and advisory firm that has measured customer satisfaction across Swedish industries since 1989. The company conducts annual and semi-annual industry studies (Branschundersökningar) across 15+ sectors — including banking, insurance, telecom, energy, staffing, real estate, accounting, auditing, ferries, public services, and healthcare — using interview-based data collection with thousands of respondents per study. Its core product portfolio includes standardized industry studies, SKI Bench (benchmarking), SKI Choice Tracker (loyalty/defection risk monitoring), and SKI Hållbarhetsindex (sustainability perception), supplemented by bespoke services such as custom customer surveys, employee surveys, brand/image studies, and advisory engagements (Managed CX, analyst services, CX Executive Roundtable).

The business is built on a proprietary research methodology described as a model that functions over time and surfaces unique relationships from multiple perspectives, giving clients trend analysis and cross-company benchmarking unavailable from newer entrants. GTM is sales-led and direct, with a B2B sales team targeting Swedish private and public sector organizations; distribution is concentrated on a single domestic market (Sweden), although SKI is part of the EPSI Rating Group network with related operations in Denmark, Finland, and Norway. Revenue is generated through recurring subscription-style industry studies and quote-based professional services on annual billing cycles, with no publicly disclosed pricing. The company is privately held, has 1-10 employees, and is led by CEO and Chief Analyst Johan Parmler.

Name

SKI

Legal name

Svenskt Kvalitetsindex

Website

https://kvalitetsindex.se

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

SKI is a Stockholm-based B2B research firm that has measured customer satisfaction across 15+ Swedish industries since 1989, offering industry studies, benchmarking, loyalty tracking, and advisory services to enterprise and public sector clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Industry Studies and Branschundersökningar: Annual and semi-annual customer satisfaction studies across multiple Swedish industries including banking, insurance, energy, telecom, staffing, real estate, accounting, auditing, and more.
2. Custom Survey Services: Bespoke customer surveys, employee surveys, and sustainability measurements tailored to client needs.
3. SKI Bench: Benchmarking service for comparing customer satisfaction metrics across organizations.
4. SKI Choice Tracker: Customer loyalty tracking service monitoring when customers are at risk of leaving.
5. Analyst and Advisory Services: Expert analysis and consulting based on customer satisfaction data.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Svenskt Kvalitetsindex (SKI) conducts recurring customer satisfaction studies across Swedish industries (banking, insurance, telecom, energy, staffing, real estate, public services, and others), using an interview-based proprietary SKI Customer Satisfaction Index Model. Alongside standardized industry studies, SKI sells benchmarking tools (SKI Bench), loyalty/defection tracking (SKI Choice Tracker), custom customer/employee/brand/sustainability surveys, and advisory services such as Managed CX, High-Performing Teams development, and analyst consultations for Swedish businesses and public-sector organizations.

Product overview

Svenskt Kvalitetsindex (SKI) is a research-based customer satisfaction measurement organization offering a comprehensive suite of industry studies, benchmarking tools, and advisory services. The core product portfolio consists of Branschundersökningar (industry studies) covering sectors such as banking, insurance, telecom, energy, staffing, real estate, and more, alongside specialized tools like SKI Bench for benchmarking and SKI Choice Tracker for loyalty monitoring. SKI also provides research services including customer surveys, brand/image studies, employee surveys, and sustainability surveys. These are complemented by consulting services like Managed CX, Högpresterande team (high-performing teams development), and CX Executive Roundtable. The company publishes annual research compilations like Sverigekollen and produces the Kun(d)skapspodden podcast for knowledge dissemination. SKI Hållbarhetsindex (Sustainability Index) addresses growing demand for sustainability performance measurement. The overall architecture is a service-based model combining standardized industry benchmarks with custom research capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• SKI Hållbarhetsindex: Sustainability index measuring customer experience of sustainability work in various industries
• SKI Bench
• SKI Choice Tracker
• Kun(d)skapspodden
• Sverigekollen

Products and services

• Branschundersökningar (Industry Studies) Annual and semi-annual customer satisfaction studies across Swedish industries including banking, insurance, telecom, energy, staffing, real estate, accounting, auditing, ferries, passenger transport, occupational health, EV charging, gaming, dental care, retail, and public services.
• SKI Bench

Quantifiable outcome

• Research-based methodology that functions over time and shows unique relationships from multiple perspectives

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• EPSI Rating GroupcoreStrategic or Co-development Partner · 1 November 2019SKI is part of the EPSI Rating Group network, which operates similar customer satisfaction measurement systems across Scandinavia and internationally. SKI's Jacob Hallencreutz serves as CEO of EPSI Rating Group. The group has related operations in Denmark (epsi-denmark.org), Finland (epsi-finland.org), and Norway (epsi-norway.org).
• BravuraminorOthers · 1 September 2019Recruitment agency used by SKI for hiring sales personnel. SKI posted a B2B sales job through Bravura in 2019, with good chances for direct hire after initial consulting period.
• SIQ - Institutet för KvalitetsutvecklingcoreStrategic or Co-development PartnerSKI collaborates closely with SIQ (Institute for Quality Development) on joint events and initiatives. They co-host seminars at Kvalitetsmässan and collaborate on the Quality Innovation Award. SIQ is described as a key collaboration partner in quality development activities.
• SIQ - Institutet för KvalitetsutvecklingcoreGTM or Marketing PartnerCo-exhibition at Kvalitetsmässan quality fair in Gothenburg, where SKI appears in SIQ's booth (B06:06). Joint seminar presentations including 'Vägen framför oss – vårdens förändringsresa' and 'Quality 5.0' topics.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• EPSI Norway: Norwegian EPSI affiliate running parallel Nordic customer satisfaction studies; directly comparable to SKI in product set, methodology and B2B research model.
• EPSI Finland: Finnish EPSI entity offering the same Nordic customer satisfaction measurement framework, comparable industry studies and benchmarking products as SKI in Sweden.
• EPSI Rating Group: Nordic CX/customer satisfaction measurement network in which SKI's CEO also serves as EPSI Group CEO, with sister organisations in Denmark, Finland and Norway. Most direct comparable given shared methodology, products (industry studies, benchmarking) and Nordic remit.
• Novus Group: Swedish B2B and public opinion research firm offering bespoke surveys, employee studies, brand tracking and industry benchmarking — overlapping with SKI's customer, employee and brand-image research lines.
• EPSI Denmark: Danish sister entity of SKI within the EPSI Rating Group, running industry-wide customer satisfaction studies across Danish sectors using the same methodology, products and benchmarking approach.

Emerging players

• Qualtrics: Experience management platform providing survey, CX, EX and market-research tools used by Swedish enterprises; competes both as an alternative research provider and as a DIY platform threatening SKI's commissioned-study model.

Broad incumbents

• Ipsos (Sweden): Global market research leader with a dedicated Swedish operation delivering CX, brand, employee and industry benchmarking studies; competes with SKI for the same enterprise buyers across multiple verticals.
• Forrester Research: Global CX and customer experience research and advisory firm publishing industry CX benchmarks and advisory services — closely comparable to SKI's CX Executive Roundtable, Managed CX and Branschundersökningar offerings.
• Nielsen (Sweden): Global consumer and media measurement firm running Swedish/Scandinavian industry studies and customer research; comparable in scale and methodology on recurring sector benchmarking.
• Kantar (Sweden): Worldwide research and insights group with Swedish presence offering brand tracking, CX, employee engagement and sector studies — direct competitor on SKI's enterprise research mandates.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/svensktkvalitetsindex
• Xx.com/kvalitetsindex

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SKI