Overview

Gender

female

Rebecka Cedering Ångström currently heads up ConsumerLab, Ericsson’s global consumer research unit that studies consumer use and attitudes to ICT in more than 40 countries annually.
As Ericsson’s voice of the consumer, Ericsson ConsumerLab helps customers as well as industry organizations understand the implications of consumer needs. Ångström is particularly passionate about exploring consumer expectations and attitudes toward new digital technology and services, and how emerging consumer trends influence business and society overall.
ConsumerLab scientists use both quantitative and qualitative methods, and spend hundreds of hours with consumers from different cultures. To be close to the market and consumers, Ericsson ConsumerLab has representatives throughout Ericsson’s global presence, developing an international understanding of the ICT market and business models.
Before taking the helm of this organization, Ångström was a researcher and senior advisor with ConsumerLab. She publishes her work regularly, is a blogger on the Ericsson Networked Society blog, and speaks and moderates at industry events on topics ranging from views on personal security in our digital age, to media consumption on a variety of devices. She also participates in the Almega think tank on digital challenges regarding integrity.
Her recent publications address smartphone owners’ view on information handling and privacy and data integrity. She is also one of the two authors behind Ericsson’s 10 Hot consumer trends, looking into robotics, virtual reality and artificial intelligence.