How we help our clients
Concrete examples of surveys we've conducted and the insights they've provided.
CLIENT CASE
Apollo Part of DER Touristik Nordic
Travel and tourism
4 countries
Sweden, Denmark, Norway & Finland
4180
Respondents aged 18–70
34 questions
On travel planning, behaviours & attitudes
Nordic
Nationally representative data collection
About the client
Backround & context
Apollo was founded in 1986 and has since grown into one of the Nordics' largest tour operators.
The company started with trips to Greece but quickly expanded to more destinations and established operations in Sweden, Denmark, Norway and Finland.
Today Apollo is part of DER Touristik Nordic, a division of German REWE Group, offering everything from classic package holidays to fitness trips, themed trips and customised holiday experiences.
The challange
What the client needed to solve
Ahead of 2026, Apollo wanted a current and comparable picture of how Nordics think about travel.
They needed a survey that clearly maps differences between countries, identifies trends in travel planning, AI usage and sources of inspiration, and shows what drives choice of destination and holiday type.
The survey should also provide insights into behaviours, priorities and motivational factors.
The goal was to produce a fact-based report that strengthens Apollo's brand and provides valuable insights for storytelling, marketing and strategic decisions.
Solution
How we carried it out
The survey was conducted as a quantitative web interview in four countries: Sweden, Denmark, Norway and Finland. A total of 4,180 respondents aged 18–70 participated.
1
Joint kickoff with purpose, question areas and analysis plan
2
Nationally representative samples in each country
3
34 questions about travel planning, behaviours, preferences and attitudes
4
Analysis of differences between countries, target groups and behaviour types
Results were presented in a report with:
Overall Nordic insights
Country-specific comparisons
Behaviour profiles and holiday types
Results
Insights and outcomes
The survey reveals clear differences and similarities in how Nordics plan their trips. Travel specialists are the most trusted source in all countries, while AI services have low trust and are mainly used for inspiration rather than booking. Price level is the most important factor when choosing a destination, but countries differ in what they prioritise. Denmark values culture highly, Sweden seeks sun and food experiences, Norway is more shopping-oriented and Finland is the most price-driven.
Travel behaviours also vary. Sweden has the most spontaneous travellers, Denmark is most adventure-driven, Finland most budget-conscious and Norway most planning-oriented. The beach is the obvious choice across the Nordics, but Denmark stands out as more pool-oriented. Countries also differ in holiday behaviours, from Swedes' focus on me-time to Finns' digital detox and Danes' social holiday style.
Together, the results give a clear and nuanced picture of how Nordics think, prioritise and behave when they travel, valuable insights for Apollo's continued communication and product development.
Whether price level or spontaneity is most important, you can find more information for your next trip:
https://www.apollo.se/sista-minuten
"Å få gjennomført Nordiske undersøkelser for å ta tempen på reisevaner er helt avgjørende for Apollos PR arbeid – og med Inqvita går det både snabbt og smertefritt. Jonn hjalp oss med både frågoformularet og oppsettet på rekordtid, og analyseverktøyet er en drøm å jobbe i. Oversiktlig, enkelt og detaljert – akkurat som man vil ha det. Anbefales på det sterkeste."
Beatriz Rivera
Nordic Communications Manager
Apollo Part of DER Touristik Nordic
CLIENT CASE
Marieholm/Mariager Salt Specialties
Manufacturing and supplier of salt products
17 countries
Global customer survey
Web & Phone
Combined data collection
5+ languages
Nordic languages & English
4,33/5
Customer satisfaction index
About the client
Backround & context
Marieholm Salt Specialties AB and Mariager Salt Specialties A/S are part of the international salt group Groupe Salins.
They focus on marketing, selling and distributing high-quality salt products for everything from the food industry and agriculture to water treatment and consumers.
To strengthen customer relationships and drive continued development, they conduct a comprehensive customer survey across 17 countries and in multiple languages.
The challange
What the client needed to solve
Marieholm/Mariager conducted their first customer survey in 2024 via web distribution and phone interviews in multiple languages with a satisfactory result.
In preparation for 2026, Marieholm/Mariager wanted to:
• Continue with web distribution and phone interviews in Nordic languages and English in the rest of Europe
• Maintain or even increase the response rate
• Obtain more spontaneous customer insights and open-ended responses
• Get a clear CSI and KPIs for the most important areas
• Be able to compare results over time
• Identify the most critical areas for improvement that drive satisfaction, repurchase and profitability
Solution
How we carried it out
The project began with a project start-up meeting where purpose, question areas, languages, scope and timeline were established. Marieholm/Mariager prepared an updated customer list and sent an information letter to customers to ensure quality, transparency and a high response rate.
1
Phone interviews conducted with the highest-priority customers in Swedish, Norwegian, Danish, Finnish and English
2
Web survey sent via personalised email invitations to remaining customers
3
The survey combines rating questions with open-ended follow-up questions to capture spontaneous customer comments
Results were presented in a report with:
Overall CSI (Customer Satisfaction Index)
Comparisons by company, country and category
Data-driven correlation analysis showing which areas impact satisfaction the most
Appendices with mean scores, graphs and customers' spontaneous comments
Management Summary with prioritised improvement suggestions
Results
Insights and outcomes
The survey shows a very strong result. Marieholm/Mariager Salt Specialties raises its already high CSI from 4.24 to 4.33 on a five-point scale, with 92% satisfied or very satisfied customers.
The company now has a fact-based foundation for its continued development work and clear insights into which areas drive customer satisfaction and business results. inQvita recommends that the company continues to work systematically with its focus areas, analyses the open-ended responses and communicates the results both internally and externally.
This case clearly demonstrates the value of continuous customer surveys: when companies understand their customers' experiences, the conditions are created for higher satisfaction, stronger relationships and long-term growth.
"inQvita's professionally conducted surveys help us take the pulse of the market in our pursuit of being the obvious choice for our customers and partners."
Jonas Simonsson
Commercial Manager North Europe & Baltics
Groupe Salins