kazva.bg for FMCG - Your Packaging Is a Built-in Focus Group
Turn the QR code already on your packaging into a two-way consumer dialogue. Product-level feedback, demographic profiling, and R&D input - at a fraction of the cost of traditional research. 2-week implementation.
QR code integrated into the packaging design - a direct channel to the consumer
The Challenge
FMCG producers reach millions through retail shelves but hear back from almost no one. Over 50% of consumer goods companies don't even measure the ROI of their consumer research. Traditional methods - focus groups at €6-17K per session, panels at €42-170K/year - are expensive, slow, and limited.
Current QR codes lead to a marketing page and generate zero data. 70-80% of new products fail in their first year, yet the producer has no mechanism to hear from the consumer at the moment of consumption.
The Solution
kazva.bg turns the QR code on your packaging into a two-way dialogue. The consumer scans, rates the product, answers adaptive questions, and receives value - in under 60 seconds. Each QR is unique per SKU, meaning product-level feedback by item, batch, and geography.
The dashboard shows NPS trends, breakdowns, and automated alerts in real time. The same QR opens a channel for profiling and R&D - consumers tell you what they want before you invest in production.
Results
Packaging QR codes achieve scan-through rates of 14-15% - compared to 0.01% click-through rates for banner ads, a 1,400× engagement advantage. Average interaction time is 2-3 minutes with under 1% bounce rate. Replacing even one panel study (€42-170K) pays for itself from day one.
How It Works
From scan to insight in 60 seconds
Scans
The QR code on the packaging
Rates
The product on a 1-10 scale
Answers
Adaptive follow-up questions
Receives Value
Promotions, sweepstakes, online store
Data Arrives
Automated real-time notifications
What You Get
Six value components in one system
QR Unique per SKU
Product-level feedback, not a generic brand code. You know which product, from which batch, in which geography.
No App Required
Anonymous, in seconds, from the phone camera. No app download, no account creation.
Adaptive Survey
Different questions for satisfied and dissatisfied consumers. Maximum insight density.
Consumer Profiling
Demographics, preferences, purchase habits, and free text - even in foreign markets.
R&D Channel
"Which products would you like us to make?" - directly from the packaging, before you invest in production.
Post-Feedback Redirect
After the survey, the consumer receives value - promotions, online store, social media, sweepstakes.
Transformation
Current Model
- ✕ QR → marketing page → zero data
- ✕ One-way communication
- ✕ Same content for every consumer
- ✕ No demographic profiling
- ✕ €52B/yr paid for Retail Media data
With kazva.bg
- ✓ QR → rating → adaptive questions → insights
- ✓ Two-way consumer dialogue
- ✓ Adaptive per satisfaction level
- ✓ Full demographic + geographic data
- ✓ Own your consumer data directly
Beyond Feedback
Consumer profiling and R&D channel
Profiling
Every response builds a consumer profile - gender, age, location, purchase habits. Free text reveals what they love and what they don't. The system works in foreign markets without adaptation.
25% of consumers voluntarily share their own data through feedback.
R&D Channel
Turn packaging into a direct innovation channel. Consumers tell you what they want before you invest in production.
"Which of our dishes would you like us to produce?"
Day in the Life of a Product
Produced in Factory
SKU #3847, Wholegrain Toast 500g - QR code printed on packaging
On the Shelf
Delivered to retailer, placed on shelf alongside competitors
Purchased & Consumed
Maria, 34, Sofia - buys the toast and tries it at home
Maria Scans the QR
No app needed - phone camera opens the survey. Rates 8/10, adds: "Very tasty, but packaging is hard to open"
Producer Gets Insight
Dashboard shows new feedback instantly. Automated alert flags recurring "packaging" complaint
Gallery
1% of 1,000,000 = 10,000
real customers of yours - with opinions, profiles, and contact data
GS1 Sunrise 2027
From 2027, every product at POS will carry a 2D barcode (QR) as a global standard - already tested in 48 countries.
The question is no longer "why QR?" - it's "what do you do with the QR that's already there?"
Implementation
From first meeting to first insights in 2 weeks
Design
Days 1-3QR code + survey adapted for your SKUs. Branching logic, visual design, and incentive structure.
Deploy
Days 4-10Print sticker or integrate into next production run. No production line changes required.
First Insights
Days 11+Real-time data. Dashboard with NPS, trends, taste/quality breakdowns, and automated alerts.
ROI Comparison
| kazva.bg QR | Focus Groups | NielsenIQ / Kantar | |
|---|---|---|---|
| Price | Subscription | €6-17K / session | €42-170K / year |
| Sample Size | Thousands (1% of print run) | 8-12 people | ~1,000 panel |
| Speed | Real-time | 4-8 weeks | 2-3 months |
| Context | At moment of consumption | Lab environment | Recall-based survey |
| Channel | Product packaging (owned) | Recruited participants | Panel subscription |
Sources: Time & Space Media 2024, ESOMAR Global Market Research 2024-2025
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Want direct consumer feedback?
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