SWG  S.p.A.

Founded in Trieste in 1981, SWG is the leading firm in Italy in the field of opinion polling, market research, sector studies, and monitoring centres.

Its wealth of data serves as a compass that helps businesses, institutions, trade associations, and third sector organizations navigate an increasingly dynamic and complex world.

SWG has gone through several substantial phases of development:

• In 1987 it has been the first research institute introducing the CATI method in Italy.
• Since 1997, SWG has been monitoring Italian society through a continuous Observatory of the Italian public opinion;
• In 2003 SWG expanded the system towards CAWI audience;
• In 2011 SWG historical shareholders decided to consolidate the company. Since then the entrepreneurs Adrio Maria de Carolis and Maria Cristina Salami control SWG and implement the company operational direction;
• In January 2017 SWG included Field Service Italia, a company specialized in field research, creating a single entity promoting itself to the market with a complete and integrated offer system;
• In 2018, with the aim of promoting and disseminating SWG’s research projects from a strategic consulting perspective, Kratesis was founded, a company led by Roberto Arditti;
• In 2020 SWG, in collaboration with University of Triest and SISSA, formed Rachael, a start-up that integrates demoscopic research with big data and data science;
• In September 2024, SWG and OpinionWay, a French market research company, founded Polling Europe—an opinion polling institute based in Brussels that explores the perceptions of European citizens.

SWG is a member of ASSIRM, ASSEPRIM, MSPA and ESOMAR. 

Since 1999, SWG has been UNI EN ISO 9001 certified to ensure its clients work standards aligned with the best international practices. SWG’s Quality System is already certified according to the latest version of the norm UNI EN ISO 9001:2015.

SWG has been a benefit corporation since December 2022.

In line with the common benefit objectives set out in its corporate statute and in accordance with the company’s Code of Ethics, SWG has obtained gender equality certification pursuant to the UNI/PdR 125:2022 guidelines.

Management team

Our CEO is Maria Cristina Salami, while Adrio Maria de Carolis is our President. Maurizio Pessato is our Vicepresident

Specializations

Every year SWG produces more than 250 research for a total of more than 500,000 interviews per year, more than 200 qualitative activities, more than 100,000 B2B interviews, more than 2,000 interviews to stakeholders and more than 1 billion of social media posts analysed in 10 languages. SWG fieldwork centre is in Italy, at the seat of Trieste, and offers:

• A Contact Centre with 100 computerized workstations and 120 telephone lines;
• An online Research Community consisting of more than 60,000 identified individuals;
• A network of more than 7,000 Face to Face Interviewers and Mystery Shoppers in the whole national territory;
• Rooms properly equipped for Focus Group in the 3 company seats, Milan, Rome and Trieste;
• MACP4, an integrated and multichannel software, to collect and analyse interviews;

SWG’s corporate mission unfolds through four requirements aimed at addressing the new challenges posed by research:

• offering its clients the certainty of realizing methodologically accurate research;
• developing user-friendly products to satisfy the clients’ needs while supporting decision-making processes and targeting them to the action;
• enriching research with significant information closely related to the emerging phenomena;
• together with the traditional techniques of data analysis implementing leading-edge technologies.