Consumers scanned the QR code or entered the URL into their mobile’s browser to get instant access to the survey. In a few swipes, they’d answered the questions and even uploaded pictures of how they use the mini marshmallows.
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The surprising part was that 97% of respondents provided an email address, and 10% took photos of how they consume the product, which they shared with Astra Sweets. This instant brand community consists of loyal customers interested in having Astra contact them about their experience with its products.
Astra built an entertaining 4-question mobile survey, using the Survey Anyplace platform.
They automatically branded the survey by uploading the Frisia logo, and chose an option that allowed customers to submit photos as an answer to one of the questions. Survey Anyplace generated a unique QR code and URL linked directly to the survey.
Getting their survey’s QR code and URL onto already printed packages was a matter of printing them on inexpensive stickers. The sticker included an incentive to win a Marshmallows Super-Pack. The stickers were applied to 17, 000 boxes during the normal packaging process.
Putting the survey’s QR code and URL on the box meant that customers would have the product with them as they took the mobile survey. With product in hand, customers give higher-quality feedback than when randomly surveyed via email days or weeks after interacting with the brand. Asking for specific uses of the product, and letting people take photos of those uses gave Astra qualitative insights they couldn’t have collected with other survey methods.
As a result of the survey, Astra had the emails of 97% of the respondents, and permission to contact them, making it possible to take the brand community forward:
Astra’s planning, resourcefulness and creativity helped them establish a strong foundation of loyal users.
Moreover, they collected unprecedented insights from inside of their customers’ homes that:
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“We’ve gotten insights that are impossible to get with online or other survey methods.”