Gottsunda Panel: Urban Development Based on Real Needs from Real People

The real estate company Fastighets AB Hemmaplan has a vision to create measurable social impact in Gottsunda, Sweden, by developing Gottsunda Centrum based on the actual needs of the local community.

As an area with a high proportion of underrepresented groups, Gottsunda often falls outside the scope of traditional research methods, which struggle to capture diverse perspectives. To ensure inclusive and data-driven development, a new approach was needed - one that represents all residents.

The Gottsunda Panel was launched through the Perspetivo platform, a survey panel designed to be fully representative of the local population. Its purpose is to collect insights and opinions directly from residents, ensuring that decisions about the development of Gottsunda Centrum are based on real needs rather than assumptions.

Perspetivo conducts quarterly quantitative surveys, each with approximately 600 respondents, achieving a 95% confidence level and a 4% margin of error, with strict demographic representation across the area.

Through relevant, representative, and reliable data, Perspetivo supports an urban development model rooted in the lived experiences and needs of the people who actually live and work in Gottsunda - driving real, lasting change.

In addition, Perspetivo serves as a data-verifying partner for Hemmaplan’s sustainability-linked loan, meaning our data and analysis provide the foundation for measuring the project's actual societal impact.

Impact Highlights:

+88% Sense of safety among visitors increased from 70% to 88% in one year
+45% Visitor numbers rose significantly, contributing to a 45% increase in local purchases

"The goal of Hemmaplan is to drive positive societal development through Gottsunda Centrum together with and for the people who live and work in Gottsunda, far beyond our property boundaries. In order for us to understand and monitor the impact of our work, and continuously adjust and develop accordingly, we need reliable performance data. Now, we have the opportunity to continuously collect reliable representative data, which will help us achieve greater leverage and accuracy in our work."

Cecilia Safaee,
CEO Fastighets AB Hemmaplan.