Q-MEIERIENE X FOODBACK

Letting the Consumer Lead the Way

How Q-Meieriene Turned a Small-Scale Test into Over 60,000 Voices Being Heard

Success Story | Consumer Goods

Executive Summary

 

At Foodback, we believe that the most successful brands are those that let their customers lead the way. This case study with Q-Meieriene showcases how one of Norway’s leading dairy producers turned a simple idea into a transformative strategy for innovation and engagement.

By putting consumer feedback at the heart of their decision-making, Q didn’t just collect data—they created actionable insights that improved their products, strengthened their brand, and deepened their relationship with consumers.

In this story, you’ll learn how Q-Meieriene achieved over 60,000 meaningful consumer interactions in just six months, how they used this input to drive real results, and how they’ve set a new standard for listening to their customers.

Whether you’re in FMCG, foodservice, or any other consumer-facing business, this case study offers valuable lessons on how to empower your customers, embrace continuous improvement, and create products that truly resonate.

Read on and see how you too can transform feedback from your consumers into success.

Because if you don’t ask…

Stian L. Pedersen

CEO & Founder, Foodback

 

Stian

AT A GLANCE

OPPORTUNITIES

  • Gather consumer feedback to enhance their understanding of consumer preferences.
  • Capture meaningful insights across their product range.

Highlights

  • Over 60k the first 6 months
  • 66% of the respondents left a comment

Q-meieriene logo

Q-Meieriene is a leading dairy producer in Norway, boasting a diverse portfolio of over 60 products.

With an impressive annual sales volume of over 100 million units, Q is a prominent player in the dairy industry with an annual revenue of 200 million USD.

Objectives

Q-Meieriene sought to deepen their understanding of consumer preferences, enhance brand engagement, foster direct communication with their customers, and establish a continuous feedback loop.

We joined the project out of curiosity about enhancing consumer engagement, to see if a QR code could bring us closer to our consumers and offer new insights. We started out by testing two products, one new and one existing, and used it as an opportunity to gather genuine consumer feedback on our latest product but also to better understand our consumers’ needs and preferences and uncover if there were improvements needed on our current product range,” Marketing Director Øystein Skreien.

As Skreien says, Q initially joined through the research project Foodback Launch, intending to conduct a small-scale test with a few hundred respondents. However, they quickly recognized its greater potential.

The Solution?

Q Went Big.

They turned a small-scale test into a full-scale production rollout across millions of units sold.

And then they reaped the rewards.

Valuable Insights on All Parameters

Q implemented Foodback’s dynamic QR codes on two of their dairy products to easily gather customer feedback.

These QR codes directed consumers to strategically designed surveys collecting insights on various aspects, including product satisfaction, consumption habits, design preferences, and potential new concepts.

The products hit store shelves in Q4 2023.

From day one, the data started rolling in.

Sometimes it’s best to let the numbers do the talking.

60,000 respondents in 6 Months.

We gained so much valuable insight across all the parameters we wanted to test, from why consumers bought the product to where and how they consumed it, as well as repurchase probability,” says Heine Eliassen, Sales Director, Q-Meieriene/O. Kavli AS.

The data Q received was specific and quantitative. But where they truly excelled was in how they set up the surveys, fully leveraging Foodback’s capabilities.

How?

Open-ended questions.

Q structured their surveys to allow respondents to leave optional qualitative comments in addition to their quantitative responses. These open-ended questions were not mandatory, letting respondents decide what they wished to share—or not share.

And share they did.

We received thousands of comments—insights on how the products could be improved, what consumers liked about them, and more. These fantastic qualitative insights now inform our work,” says Eliassen.

Back to the numbers.

66%+ of respondents left written comments.

Brand Manager responsible for Q Fersk Sjokolademelk, Thea Bolstad, is impressed with the amount of new insight they have received. “After using Foodback a while, we’ve seen its potential. It lets us regularly add new questions, keeping it fresh and avoiding survey fatigue by rotating questions for returning consumers. It’s quick, takes just 30 seconds and we receive instant feedback. We no longer have to wait weeks for feedback; now, we gather insights the moment our surveys go live.

60k

Respondents in
6 months

66%+

Of respondents left
a written comment

A Valuable Tool

We see Foodback as a valuable tool with many applications. It helps us engage with consumers, gather continuous insights on products, and adjust our approach based on how products are perceived. We can even dive deeper into specific topics by tweaking the survey questions as we go,” says Eliassen.

A staggering 95% of new fast-moving consumer goods (FMCG) don’t survive their first year.

Why?

Often because companies fail to let the customer lead the way.

Q takes the opposite approach. On their website, you’ll find a dedicated section showcasing the voice of their customers. Many ideas have evolved from concept to production, launching in stores across Norway.

Q now uses Foodback for:

  • Developing new products
  • Improving existing products
  • Exploring new flavors
  • Refining packaging and design
  • Testing new concepts

Q use Foodback to remove the guesswork.

They use it because every voice deserves to be heard.

They use it to let the customer lead the way.

Because if you don’t ask…

It gives us the opportunity to be even more accurate in our actions and communication. Foodback has been extremely useful in every possible way for us,” says Heine Eliassen.

Outcomes & Next Steps

High Consumer Engagement

Foodback’s dynamic QR codes encouraged strong consumer involvement, with over 60,000 responses received in six months.

Actionable Insight

The data collected provided Q with valuable insights into product satisfaction, repurchase intent, packaging feedback, and innovation opportunities.

Future Growth

Q is expanding the use of Foodback QR codes across their product portfolio. Based on consumer feedback, they are already developing new products set to launch soon.

‘By giving our consumers an easy platform to give feedback, we see that they are happily engaging with us and our brand. We’re in turn engaging with our consumers and learning more about their consumption habits and the usage situation of our products’

ØYSTEIN SKREIEN

Marketing Director, Q-Meieriene

‘Q-Meieriene’s success is a testament to their forward-thinking approach and commitment to truly listening to their customers. They took Foodback and utilized it as part of their strategy for continuous innovation and engagement. It’s fantastic to see how they’ve empowered their consumers to shape their journey. Q’s success should be an inspiration for anyone looking to strengthen their connection with their customers and make smarter, data-driven decisions.’

STIAN LØKLING PEDERSEN

CEO & Founder, Foodback

Want to try Foodback for yourself?

Curious about how you can help your customers lead the way?