Hui Research AB is a research institute based in Göteborg that specializes in consumer behavior and industry knowledge. The organization has extensive experience in researching, measuring, and analyzing trade, which enables it to provide valuable insights into the consumption landscape. Hui Research publishes reports that cover trends and market analysis, contributing to a deeper understanding of the retail sector.
In addition to its research publications, Hui Research offers a subscription service for access to its reports. The institute also focuses on the impact of artificial intelligence on retail, reflecting current technological trends. Furthermore, Hui Research hosts a podcast that discusses various retail topics, providing a platform for dialogue and exploration of industry issues. Each year, the institute presents gift trends, including the notable "Årets Julklapp," and releases annual Christmas trade reports that include forecasts for the holiday season.