Gunvald led Telenor’s segmentation initiatives across all markets from 2010 to 2017, conducting segmentation projects in Scandinavia, Central Europe, and Asia. Notably, Gunvald collaborated with local brand custodians on at least five segmentation projects in Pakistan.

Gunvald’s expertise encompasses planning and conducting experiments, surveys, experience sampling methods, interview studies, and mixed-method studies. He is proficient in various statistical techniques such as descriptive statistics, hypothesis testing (ANOVA/GLM), regression and multivariate methods, confirmatory factor analysis, time series designs, structural equation modeling and path analysis, cluster analysis, and utilizing statistical packages like SPSS, AMOS, Mplus, Statistica, and Latent Gold.

His areas of focus include, but are not limited to:

• Customer attitudes, behavior measurement, and modeling, including satisfaction research, models of satisfaction, and the antecedents and consequences of satisfaction.
• Attitude formation and behavior prediction, such as the theory of planned behavior and implicit attitude theory (IAT).
• User acceptance of technology, technology acceptance model research, and individual differences in technology acceptance.
• Positioning
• Segmentation
• Brand research (image, personality, associations, etc.)
• Human communication theory, including pragmatic theories like Grice’s maxims and media richness theory.
• General cognitive psychology, including memory, language, and learning.