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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.
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, efficiently streamlining the research process.
The Emporia team's object was to deliver a seamless recruitment experience that provided Simon-Kucher with verified, credible, and high-quality respondents from both segments within a limited timeframe.
Emporia's expertise lies in combining sophisticated verification methods with recruitment efficiency. We successfully recruited 500 consumers and 100 niche B2B professionals within this 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 given the specific audience required, including executives, franchisees, and decision-makers in pricing and loyalty program management. Emporia tapped into Levada—the Emporia's proprietary supplier portal—to meet this challenge. Levada aggregates and assigns work to a trusted and vetted collective of expert networks, B2B panels, and online publishers, each with unique capabilities within their respective audience segments. By utilizing Levada, Emporia ensured comprehensive coverage and quality while overcoming the complexities of recruiting a niche audience. This approach allowed the Emporia platform to uphold the highest standards for data quality without compromising on recruitment speed.
The recruitment process for both B2B and consumer participants was completed in under four weeks, showcasing the Emporia platform's ability to handle diverse recruitment needs under tight timelines. Emporia's verified recruitment methods ensured that every respondent met Simon-Kucher's high standards, contributing to the reliability of the study's findings. The use of LinkedIn verification for B2B respondents further bolstered data integrity, making sure that Simon-Kucher received genuine insights from qualified professionals.
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 sample. 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.
Emporia's partnership with Simon-Kucher for the QSR study exemplifies our commitment to delivering high-quality, verified recruitment solutions that accommodate the diverse needs of research clients. By unifying the recruitment process for both consumer and B2B audiences, we provided Simon-Kucher with the reliability and efficiency they needed to drive their research objectives forward. Whether tackling niche B2B audiences through Levada or engaging consumers in a seamless manner, Emporia continues to set the standard for quality in data collection.
For organizations looking for a streamlined and credible recruitment partner capable of sourcing any type of respondent, Emporia offers the complete package.