Formal Name Change for Sifo 6/6/00 As of today, Sifo Group will be formally trading under the name Observer AB on the Stockholm Exchange O-list. Earlier in the year Sifo Group divested the Sifo Research & Consulting division and the brand name Sifo to Research International. With the core business of the group remaining the media and market monitoring activity under the Observer name, it was, therefore, decided at the shareholders' meeting to change the name of the group to Observer AB.