Case Study: How QuestionPro Helped HelloFresh Scale Self-Service Research
By QuestionPro
- case study
- Automated Survey Research
- Survey Research
- NPD (New Product Development)
- Innovation Research
HelloFresh Group, a global meal kit delivery company, needed to enable multiple departments and national subsidiaries to conduct market research independently and at pace, without relying solely on trained researchers. Existing approaches made it difficult to maintain consistent data quality and comparability across studies when non-specialist stakeholders were involved. There was also a risk that uncoordinated survey activity across teams would overwhelm customers and reduce their willingness to participate.
HelloFresh adopted the QuestionPro market research platform, working with the vendor to implement a self-service survey approach across the organisation. Key capabilities applied included an in-house central question library with standardised question types and scales, integration with HelloFresh’s internal CRM system to manage customer IDs, quota specifications, and targeting, and intuitive survey scripting tools designed to reduce barriers for non-specialist users across departments and national markets.
HelloFresh was able to conduct quantitative online surveys efficiently across departments while maintaining data quality and cross-study comparability. The central question library and CRM integration reduced questionnaire scripting barriers and increased software adoption among non-research stakeholders. The market research team gained capacity to focus on complex projects and strategic analysis.
“Our requirements for a technological survey platform that enables us to let all stakeholders conduct surveys themselves with a clear conscience without compromising the quality and comparability of the results are absolutely met. This gives us in the Market Research team the capacity to focus our attention on individual studies, strategic analysis and content.” — Stefan Heyne, Team Lead Market Research for HelloFresh.
Read the full version of this case study on the QuestionPro website here.
