In addition to a population-representative survey, it is important to develop vivid, qualitative insights into Gen Z and their attitudes and values towards nutrition, food and cooking.
A multi-brand FMCG manufacturer regularly conducts studies and publishes findings on nutrition and health. We are responsible for the qualitative research component.
To make the study’s storytelling as vivid as possible, a two-stage research design was chosen. In a research community, the adolescents and young adults kept a food diary. They also compiled a list of food influencers and completed daily tasks related to eating, drinking, cooking, and shopping. Individual interviews were conducted with selected community members to gain a deeper understanding.
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