The Company Background
A multinational food and beverage powerhouse with a focus on innovative snacking solutions, this company has long invested in understanding emerging consumer cohorts. With a particular focus on Gen Z, the brand wanted to explore how digital-native consumers interact with snack products in their everyday lives.
The Brief
Together with a trusted market research agency, the company turned to Q2Q Global to execute recruitment and fieldwork activities. required the recruitment of 24 participants per country for a 7-day Online Bulletin Board (OBB) study across two countries. Participants had to represent the Gen Z demographic and be active snack consumers. The recruitment window was tight—just 8 days—with fieldwork running for a full week.
The Solution
Q2Q Global deployed a combined crowdsourcing, social media outreach, and snowball sampling strategy to reach digitally engaged Gen Z snackers. Recruitment was agile and localized, tapping into online communities, youth culture hubs, and interest groups. Moderators fluent in youth digital behavior managed the OBB, ensuring vibrant, engaging participation. The final report, along with full transcripts in English, was delivered just 7 days post-fieldwork, enabling the client to develop timely campaigns aligned with Gen Z behaviors.