The modern world can be viewed as a complex socio-technical system – a diverse blend of people of different cultures, in many cases operating advanced technologies to meet demanding organizational, societal, or personal objectives. Applying human-centred scientific and research-based expertise, methodologies, and tools GEISTT take their clients from state of the science to state of the practice by facilitating the generation of applied, resource-effective solutions that increase the fit between human capabilities, technology, and organizational-societal- personal objectives.

The mission of GEISTT AB is to provide consultancy services, practical methods & tools, and applied R&D that enhance overall human-system performance & safety, individual-team- organizational effectiveness, and market competitiveness. GEISTT achieves this through an applied, multi-disciplinary, and research-oriented approach based on practical scientific expertise in contextualized human cognition & behaviour combined with a deep understanding of advanced technology and organizational effectiveness.

Since its foundation in 2013, GEISTT has positioned itself as a specialized, independent, and trusted “customer friend” that build client capabilities, not their dependency. The GEISTT team often work with clients that operate, or provide products that operate, under conditions such as:

  • Complex and operational environments
  • High-performing individuals and teams
  • Advanced technology and complex organisations
  • High-stress and high-stake conditions

Clients and partners are found both in government agencies and industry, often in sectors such as defence & space, aviation & aerospace, health care, police & fire services, automotive industry, maritime shipping operations, oil & energy, and research & academia. GEISTT is a Sweden registered limited liability company with a global reputation, and conducts business with agencies, industry, and academia in Europe, Asia, and USA.


GEISTT has en extensive international network of partner organizations and professionals. GEISTT’s broader human resource pool offers access to a variety of subject matter experts in areas such as military and commercial aviation, maritime operations, nuclear, finance, medicine, physiology, management, simulation technology, and software development.

GEISTT’s core team:

Mr. Jonathan Borgvall, R&D Specialist, Managing Director

Jonathan Borgvall has 15 years of professional experience serving as a developer, scientist, advisor, and manager for a variety of human-centered research and development projects. From year 2002 to 2013, he worked as a senior scientist and project manager at the Swedish Defence Research Agency (FOI). Jonathan has been involved in a large number of applied R&D efforts in areas such as performance measurement, training needs analysis, human and team effectiveness, training & simulation, human-systems integration, and human-computer interaction. From year 2006 to 2013, his R&D efforts were primarily focused on competency modeling, training analysis, simulator development, and competency-based evaluation of JAS39 Gripen training and operations. Jonathan has managed numerous projects, including international research efforts with collaboration partners in the USA and Great Britain. He has a broad range of experience and expertise in human-centered research, analysis, and development with a particular focus on applied methods and processes for understanding and enhancing human-system performance in complex, high-stake environments and workplaces. Jonathan founded GEISTT together with Martin Castor in 2013. View Jonathan Borgvall's LinkedIn Profile

Dr. Martin Castor, R&D Specialist, Chief Scientist

Martin Castor has 20 years of experience of managing and contributing to applied human factors research projects. From 1998 to 2013 he was employed at the Swedish Defence Research Agency (FOI) as a senior researcher and deputy research director. He holds as PhD degree in Cognitive Science and Human Machine Interaction from Linköping University. From 2009 to Q1 2013 he was Sweden’s representative to NATO’s Science and Technology Organization’s (NATO STO) panel on Human Factors and Medicine. The panel manages and coordinates NATO and PfP countries research efforts within Human Factors and Medicine. From 2006 to Q1 2013 he was also one of Sweden’s Governmental experts to the European Defence Agency’s R&D coordination group Human Factors projects (EDA R&D ESM04). Since 2005 he has been very active in the International Mission Training Research Project Agreement (IMTR PA) between FOI and the US Air Force Research Lab (AFRL). Martin founded GEISTT together with Jonathan Borgvall in 2013. View Martin Castor's LinkedIn Profile

Mr. Martin Insulander, System Developer, Chief Technologist

Martin Insulander is a multi-faceted senior solution architect and system developer, with a holistic user-centered perspective. His work experience range from helicopter instructor responsibilities to IT requirements analysis and simulation development for various commercial and military aviation applications, including the Swedish Air Force Simulation Centre (FLSC) at the Swedish Defence Research Agency (FOI). Martin happily moves in the borderland between operational needs and IT solutions and he is passionate about development methodology, focused on agile and test-driven development. With his background in both IT and aviation, he has a rare combination of experience with the ability to “think outside the box” and come up with new approaches. Martin is also a successful IT entrepreneur, and one of the founders of Coredination AB. View Martin Insulander's LinkedIn Profile

Mr. Erik Markström, System Developer & UX Specialist

Erik Markström is a system developer and interaction designer with a highly user-centric perspective. His work is mainly on web-based Front End development and UX design with information visualization as a speciality. Projects include designing and developing a system that promotes a more sustainable use of energy at home using gamification, developing a collaborative mobile application for synchronising tasks and responsibilities, and exploring technical opportunities for the credit scoring industry under new regulations. In the area of computer graphics and visualization Erik has explored Augmented and Virtual Reality technologies for creating both gaming and learning experiences as well as visual analytics systems for research. While studying Media Technology at KTH his Master's Thesis was a participatory design study on visualizing simulations of heavy-duty vehicle platooning to support control systems researchers in analysing and understanding their data. Erik is also an active musician playing both historical and contemporary music on mostly obscure instruments. View Erik Markström's LinkedIn Profile

Mr. Stefan Sandberg, Simulation Specialist

Stefan Sandberg has more than 25 years of experience from working with simulation and training. Before joining GEISTT, from 2009 to 2018, he was the Managing Director of Pitch Technologies, a provider of innovative and standards based interoperability products and services for all types of simulation. He has a long experience from working with various types of flight simulators at Saab Aerosystems, where he was employed in a variety of roles from 1989 to 2009. At Saab he, among other things, established a program to provide Mission Flight Simulators to all operators of the Gripen fighter aircraft. He has also managed a Swedish government IPT with the aim to coordinate all simulation resources and software development tools used in the development process for the Gripen Aircraft. He has served on the RAeS Flight Simulation Group Committee (FSGC) for a number of years and is active within SISO in the Executive Committee and SISO inc. Board of Directors. Stefan Sandberg has studied industrial Engineering and Management at the Linköping Institute of Technology and is a holder of a PPL flight certificate. View Stefan Sandberg's LinkedIn Profile

Mr. Linus Lindvall, System Developer & Software Architect

Linus Lindvall is a system developer whose main focus is on Simulation Driven Design. Having graduated as a game developer from Stockholm University, Linus sees real time rendering and game engines as powerful and versatile tools that can assist with simulating and evaluating user needs. With expertise in data science and 3D visualisation, and having previously studied multimedia & music, Linus sees himself as a generalist who is capable of adapting to any given situation. From year 2016-2018, Linus was a core member of the team that developed and upgraded Scania’s Driving Simulator. The work ranged from programming vehicle and pedestrian AI, creating believable driveable worlds, scripting events, implementing HMI concepts, developing Virtual Reality solutions, etc. In his free time, Linus likes to stay active and enjoys any outdoors activity such as climbing, fishing, skiing and kayaking. View Linus Lindvalls's LinkedIn Profile

Mr. Oskar Wallin, System & Embedded Developer

Oskar Wallin is a systems developer with a broad knowledge of creating real-time experiences. Previous projects include interactive architectural visualization using virtual reality, educational experiences, safety training, and e-commerce. Oskar also has experience integrating physical entities into real-time applications for the digitalization of the modern home. He studied system development at Stockholm University, specializing in game design, knowledge he has applied outside recreational applications to transform traditional or repetitive tasks into interactive experiences, using a combination of immersive technologies and traditional media. Oskar is, in his free time, the tech geek that loves to plunge into the latest advances in tech, whether it is a new graphics chip, 3D software or a new controller for his fish tank. View Oskar Wallin's LinkedIn Profile

Mr. Jon Friström, UX Researcher & Cognitive Design Engineer

Jon Friström is a UX Researcher and a Cognitive Design Engineer with emphasis on user research, human-in-the-loop simulations and applied early concept testing and user research in all stages of an R&D process. He thrives in the area where UX design meets software development and academic research. Since 2013, when he finished his master studies in Human-Machine Interaction Design engineering at Luleå University of Technology, Jon has been working as a Research Engineer at LTU where he developed, tested and verified different innovative solutions for Drive-by-Wire gear selectors in future cars together with Volvo Cars and Kongsberg automotive. Since 2015 Jon has been involved with Scania as a UX designer, UX Researcher and Product Owner for the simulator capability at the Driver Vehicle Interaction group. During this time he has led the simulator team through various studies, such as explorative studies looking into highly autonomous driving scenarios and early concept future driver assistance systems testing. Jon has also participated in large EU research projects, worked in the exploration of new technology (such as VR, AR, hands, eyes and gesture tracking) for early concept testing within R&D, amongst other activities. In his spare time, Jon likes photography, to travel, to fiddle with technology and to build stuff. He’s currently thinking about how to set up a hydroponic vegetable farm in his new house. View Jon Friström's LinkedIn Profile

Scientific Advisory & Internal Review Board

GEISTT AB has since its start in 2013 frequently approached external scientific peers for advice and feedback, building up to the official establishment of a group of experts affiliated with GEISTT’s Scientific Advisory & Internal Review Board.

Purpose & tasks

Independent expertise for review and advice about research & development efforts carried out by GEISTT AB, for clients as well as internally funded initiatives, as part of the quality assurance processes of GEISTT AB.

Tasks include review and advice on e.g. research plans, ethical considerations on the involvement of human subjects, client deliverables, and research funding applications.


Dr. Erland Svensson (Ph.D.), Professor Emeritus, Linköping University, Member & Chair

Erland Svensson, Ph.D., is retired director of research at the Swedish Defence Research Agency (FOI) and professor emeritus at the University of Linköping. He is former director of the Department of Man-System-Interaction (FOI-MSI), and of the Institute of Aviation Medicine, Linköping. His research includes measurement of mental workload, situational awareness, operative performance, modelling and simulation. He has extensive experience of experiments with human subjects exposing subjects to high levels of physiological and psychological load. Dr. Svensson has been Swedish PfP-representative of NATO RTO/RTA Human Factors and Medicine Panel. He has been national point of contact for co-operative activities between USAF/RL, TNO, DSTL and DRDC, and governmental expert in European Defence Agency (EDA). Dr. Svensson has been member of the Royal Aeronautical Society, London, of the board of the Swedish Society for Human Factors, and he is member of RIFO, the Swedish Society for M.P.s and Scientists. He has been secretary of the board of the Swedish Aeronautical and Naval Medical Association. In his position at FOI, Dr. Svensson was on several occasions awarded research grants from the USAF European Office of Aerospace Research and Development. In his retired position, Dr. Svensson is currently developing techniques for measurement of dynamic psychological processes at FOI, and he is associated to the department of cardiology, University of Linköping, in research on psychophysiological modelling.

Dr. Henrik Artman (Ph.D.), Professor, Royal Institute of Technology, Member

Henrik Artman is professor in Human-Computer Interaction at Royal Institute of Technology (KTH). He earned his PhD in Communication studies, Linköping university in 1999. He also holds a position as research director at the Swedish Defence Research Agency (FOI) since 2009. Between 2001-2010 he was a board member of the consultancy firm Antrop. Dr. Artman’s research has focused on distributed situation awareness, cognition in command and control, acquisition of systems development projects as well as learning and interaction design. At FOI he has been involved in research projects regarding business intelligence, security, human-computer interaction and simulation training of fighter-pilots. At KTH he is currently Director of doctoral studies. Dr. Artman’s current research interest is learning designs, visualization and design of computer support for work situations.

Dr. Robert Ramberg (Ph.D.), Professor, Stockholm University, Member

Robert Ramberg earned his PhD in cognitive psychology at the department of psychology, Stockholm University and holds a position as professor at the department of computer and systems sciences, Stockholm University (Technology enhanced learning and collaboration). Dr. Ramberg also holds a position as research director at the Swedish air force simulation center (FLSC), Swedish Defense Research Agency. He has been the chairman of the center for cognitive science and information technology in Stockholm (a collaboration between three larger universities: Stockholm university, the Royal Institute of Technology and the Karolinska institute), and served on the board of the Swedish Cognitive Science Society. Broadly conceptualized, his research focuses the design and evaluation of representations and representational artefacts to support learning, training and collaboration. Of particular interest to his research are socio-cultural perspectives on learning and cognition, pedagogy and how these theories must be adapted when designing and evaluating technology enhanced learning and training environments, and more specifically how artifacts of various kinds (information technology and other tools) mediate human action, collaboration and learning.


GEISTT has en extensive international network of partner organizations and professionals. GEISTT’s broader human resource pool offers access to a variety of subject matter experts in areas such as military and commercial aviation, finance, medicine, physiology, management, simulation technology, and software development.

Avioniq (Avioniq Awareness Sweden AB)

GEISTT AB are proud to be involved in the evolution of Avioniq, founded by a team of experienced fighter pilots from the Swedish Air Force combined and experts in computer engineering, sensor fusion, human cognition & behaviour, and decision support systems. We believe this mix of competence is ideal for developing next generation products for the military air domain. The first product, Rattlesnake, is a decision support and threat evaluation system for fighter aircraft and ground & air based Command & Control platforms. GEISTT AB are part of the entrepreneur team behind Avioniq and contribute with technical expertise in the areas of human cognition, human-machine interaction, and decision support systems.

Visit Avioniq's official website

Aptima, Inc

Aptima Inc and GEISTT AB of Sweden Partner on Human-Centered R&D for US and European Markets

Woburn, MA and Stockholm, Sweden, October 7, 2013 — Aptima, Inc. and GEISTT AB announced today that the companies have formed a partnership to offer and develop human-centered services and solutions to the US and European markets, starting with training and performance assessment technologies for military training and operations.

Aptima, which applies expertise in how humans think, learn, and behave, and GEISTT, a Swedish firm whose mission is to unleash the power of sociotechnical systems, will initially focus on identifying training gaps and developing solutions to improve military readiness in light of shifting mission requirements, accelerated deployment schedules, and the needs of joint-force operations.

Visit Aptima's official website Read more in the announcement