Case Studies & eBooks

How Mowi Found Clarity in a Complex Category: The Power of Doing Research Together

Molly Kaylor

Molly Kaylor

Marketing Director at SightX

read time icon 2 min read

14 Oct, 2025

Mowi Salmon Dinner

In the fast-moving world of consumer packaged goods, clarity is everything. For Mowi—the world’s largest Atlantic salmon company—understanding consumer behavior across fresh, frozen, and smoked seafood was key to expanding its footprint in the Americas. But in a category as complex and fast-changing as seafood, syndicated data could only take the team so far.

That’s where collaboration came in.

Going Beyond the Dashboard

As Mowi sought to better understand evolving consumer attitudes and behaviors, the brand needed more than just access to data. It needed a partner that could combine powerful technology with deep segmentation expertise, and translate complex findings into actionable stories.

After exploring the landscape of real-time insights and research solutions, Mowi found that SightX offered something unique: a “do-it-together” approach that blends advanced automation with human expertise. Together, the teams co-created studies that revealed how consumers think about seafood: what drives their purchases, how they perceive the category, and where new growth opportunities exist.

From Insights to Strategy

Rather than simply providing survey results, the SightX team worked side-by-side with Mowi to design studies, interpret findings, and frame the data in a way that supported strategic decision-making. For Mowi’s Senior Director of Marketing, this partnership created an extension of her insights team, one capable of transforming data into clarity and confidence.

The result? Insights that didn’t just inform strategy but helped shape it. Projects that once felt complex became structured, focused, and immediately applicable to business challenges—from category positioning to retail conversations.

The Do-It-Together Model

The SightX + Mowi partnership demonstrates how the future of research lies in collaboration, not isolation. Technology may power the process, but expertise brings it to life.

By pairing advanced research tools with experienced guidance, SightX enabled Mowi to move faster without compromising the quality or depth of understanding. It’s an approach that shortens timelines, strengthens strategic decisions, and helps brands stay ahead of market change.

Looking Ahead

As Mowi continues to grow its presence across the Americas, its relationship with SightX is evolving from project-based research to a true insights engine. Together, they’re exploring consumer perceptions across seafood categories, deepening understanding of salmon consumers, and uncovering the white space where innovation can thrive.

Because when data meets expertise—and brands and technology work together—the result isn’t just insight. It’s transformation.

Learn more about how SightX helps global brands like Mowi transform data into strategy, here