Giving residents a voice before the decision was made

Representative opinion research is not just for big cities

When important political decisions are about to be made, understanding what residents actually think can be invaluable. Yet in smaller municipalities, collecting enough responses to produce reliable and representative results can be challenging.

In May 2026, InFact was commissioned by local newspapers Nya Ludvika Tidning and Fagersta-Posten to conduct a public opinion survey ahead of a major political decision in the Swedish municipalities of Ludvika and Fagersta.

The issue at hand was the proposed purchase of Vattenfall’s shares in the local energy company VB Energi – a transaction worth more than SEK 1.4 billion.

With local councils preparing to vote on the deal, the newspapers wanted to understand how residents viewed the proposal and provide fact-based reporting ahead of the decision.

A rapid survey with nearly 1,000 respondents

The survey was conducted over just two days, May 11–12, 2026.

Our objective was to gather a representative sample of adult residents in both municipalities. In total, 954 people participated. Participants were asked four questions covering:

• Their overall attitude towards the proposed acquisition
• Concerns about potential increases in costs for residents
• Concerns about an external investor purchasing the shares instead
• How informed they felt about the issue

The results revealed a generally positive attitude towards the transaction, but also highlighted a significant knowledge gap. Many respondents stated that they did not feel sufficiently informed to form a strong opinion.

These findings added important context to the public debate and helped local media report not only what residents thought, but also how well they understood the issue.

For a detailed look at the survey results and local coverage, read the full articles here: Nya Ludvika Tidning Fagersta-Posten

How the methodology works

The survey was conducted using InFact’s IVR methodology (Interactive Voice Response).

Residents were contacted by telephone and listened to pre-recorded questions. Responses were provided by pressing the corresponding buttons on their phone keypad.

This approach allows large numbers of people to be reached in a short period of time while keeping costs significantly lower than traditional interviewer-led telephone surveys.

To maximise participation, the telephone outreach was complemented by SMS follow-ups. Residents who did not respond immediately could instead answer through a survey link sent directly to their mobile phone.

The combination of IVR and SMS provides flexibility for respondents while improving participation rates and overall representativeness.

Why you might receive both a phone call and an SMS from InFact

People occasionally ask why they first receive a phone call and later an SMS from us.

The answer is simple: we want to give as many people as possible the opportunity to participate.

Some respondents prefer answering directly over the phone, while others would rather respond later at a time that suits them. By combining different contact methods, we can reach a broader cross-section of the population and reduce the risk of excluding certain groups.

This is particularly important in smaller municipalities, where every completed interview contributes meaningfully to the quality and reliability of the results.

Small municipalities deserve reliable opinion research too

Opinion polling is often associated with national elections, major brands, or large metropolitan areas. However, the need to understand public opinion is just as important in smaller communities.

Whether the issue concerns energy infrastructure, schools, healthcare, transportation, or major public investments, decision-makers, journalists, and residents benefit from having access to reliable and representative data.

The Ludvika and Fagersta survey demonstrates that high-quality opinion research can be conducted quickly and cost-effectively, even in relatively small municipalities.

For local media, it provides stronger reporting. For decision-makers, it offers valuable insight. And for residents, it creates an opportunity for their voices to be heard before important decisions are made.

About the survey

Client: Nya Ludvika Tidning and Fagersta-Posten
Fieldwork period: May 11–12, 2026
Geographical coverage: Ludvika and Fagersta municipalities, Sweden
Target group: Residents aged 18 years and older
Methodology: IVR (Interactive Voice Response) with SMS follow-up
Number of completed interviews: 954
Analysis variables: Municipality, gender and age group