Emporia and Simon-Kucher collaborated to recruit B2B and consumer respondents for a quick-serve restaurant (QSR) study, showcasing Emporia's ability to efficiently deliver verified sample across diverse audience segments.
Simon-Kucher, a global strategy consulting firm, partnered with Emporia to conduct an expansive study on Quick Service Restaurant (QSR) preferences and trends. The study uniquely combined insights from both B2B decision-makers and consumer audiences, providing a holistic view of the evolving QSR landscape.
The primary challenge of this study was recruiting two distinct types of respondents: business decision-makers within the QSR industry and everyday consumers who frequently engage with QSR brands. Historically, acquiring such diverse samples required working with multiple recruitment partners, each specializing in either B2B or consumer audiences. Simon-Kucher's decision to use Emporia for both types of respondents highlighted the Emporia platform's unique ability to be the one-stop-shop for reliable, verified sample, which streamlined the process.
Combining sophisticated verification methods and recruitment efficiency, we successfully recruited 500 consumers and 100 niche B2B professionals within a four-week period. For the consumer survey, we sourced respondents across a range of demographics, including age, gender, household income and QSR visit frequency. Screening criteria, such as employment status and loyalty program participation, ensured that the survey participants were frequent and knowledgeable QSR consumers.
The B2B recruitment presented a unique challenge because of its niche specifications, which included executives, franchisees and decision-makers in pricing and loyalty program management. Tapping into our trusted and vetted collective of expert networks, B2B panels and online publishers, we ensured comprehensive coverage across roles and upheld the highest standards for data quality without compromising on recruitment speed.
Emporia's ability to serve as a unified recruitment partner provided substantial benefits to Simon-Kucher. Instead of dealing with multiple panels or recruitment agencies, they had one point of contact that delivered both B2B and consumer samples. This one-stop solution reduced logistical challenges, sped up recruitment timelines and ensured consistency in sample quality.
Notably, many B2B respondents worked at leading QSR brands, such as McDonald's, Starbucks, and Taco Bell. Their industry knowledge, combined with the consumer perspective, created a rich dataset for Simon-Kucher's QSR industry experts to analyze and extract actionable insights.
Simon-Kucher is a global strategy and marketing consultancy recognized as the world leader in pricing, sales, and growth strategies. With over 2,200 professionals across 45 offices worldwide, Simon-Kucher has an impressive track record of helping businesses achieve measurable revenue and profit improvements. They are known for their data-driven approach and providing clients with strategies that deliver tangible, impactful results, especially in dynamic sectors like QSR.
