The Company Background
A global snack brand recognized for its innovative flavor experiences and wide demographic appeal wanted to understand how snacking intersects with digital gaming. With consumers increasingly multitasking across platforms, the brand sought immersive, qualitative insights.
The Brief
The study involved three components: 36 participants for a 7-day Online Bulletin Board, 18 for in-home ethnography, and 12 for face-to-face workshops. The entire project needed to be recruited in 10 days and executed over 15 days. Commissioned by the Market Research Agency acting on the company’s behalf., Q2Q Global handled operational delivery of the project.
The Solution
Q2Q Global employed its snowball sampling approach to find crossover audiences who were both avid gamers and snack consumers. Each research stream was coordinated to build on insights from the previous phase. Local moderators ensured cultural authenticity in discussions and environments. Deliverables included a 65-slide report, translated workshop recordings, and post-fieldwork delivery within 8 days—equipping the brand with layered insights into consumption moments, emotional triggers, and behavior clustering.